Darius Ansari Joins ROXX as Product/Application Specialist

	(l-r) Darius Ansari and Daniel Garcia, director of research and development

As of February 1, German lighting company ROXX welcomed to its team Darius Ansari, who will take on the role of product and application specialist. In this position, he will act as a central link between product development, sales, and marketing. With more than 20 years of experience as a lighting designer, Ansari brings extensive practical expertise and a deep understanding of application-driven product development to the company.

Throughout his career, Ansari has worked in both creative and market-oriented environments, supporting product development processes from initial concept through to market launch. At ROXX, he will contribute to integrating real-world application requirements into development processes at an early stage, while further strengthening dialogue between the market, users and internal teams.

The following is a Q&A Roxx conducted with Ansari:

Darius, you look back on more than 20 years of experience as a lighting designer. How does this background shape your work at ROXX?

I come very clearly from a practical background, and even today my primary focus is still the user's perspective. I know the time pressure production companies are under and how important it is that technology simply works in everyday use. When you're on site late at night during a build, or need to respond quickly to new requirements, a product must not create additional problems. These experiences continue to shape how I look at things today.

In recent years, you have worked extensively on product and market-related topics. Why is this relevant for your new role at ROXX?

Because I understand the entire lifecycle of a product in great detail -- from the initial idea, through development and supply chains, right through to use by the customer. This perspective helps me put things into context and understand interdependencies. For me, what matters most is that the end result is not just technically sound, but genuinely meets market needs and performs reliably in everyday use.

You are now joining ROXX. What do you think sets the company apart?

I first encountered ROXX through its products and quickly realized that the company approaches things differently. It's not about simply continuing established concepts, but about rethinking them and making them way more practical. This clear focus on real added value and everyday usability immediately appealed to me -- it aligns very well with my own standards.

How would you describe your role at ROXX in just a few words?

I see myself as a link between users, the market, and the internal teams. My aim is to bring real-world requirements into the process early on and help develop solutions that truly support users in everyday practice.

You work at the interface of product development, sales, and marketing. Why is this close integration so important today?

Because this is where a product's success is ultimately determined. Sales understands users' needs, development turns them into effective technical solutions, and marketing ensures that this added value is communicated clearly. Without close collaboration between these teams, valuable potential is lost.

How does your background as a lighting designer influence the development of new products in practical terms?

I tend to focus less on datasheets or feature lists and more on how a product is actually being used. Factors such as handling, setup time, flexibility and everyday usability are crucial to me. In my experience, users want products that make their work easier and offer a broad range of applications.

What do lighting designers and technicians expect from professional fixtures today?

In my view, it's no longer about extracting the last five percent of output or adding ever more colors to an LED engine. Users expect products that are reliable, flexible, and efficient in real-world use. They need to work day in, day out, deliver consistent quality and make economic sense -- everything else is secondary.

What are you most looking forward to in working with the ROXX team?

The spirit and the sense of teamwork. ROXX is a young company where you can genuinely help shape things. That openness, and the opportunity to create something together, really motivates me. I'm very much looking forward to the role and to working with my new colleagues.