"Design" aims to improve the quality of life, and Rost’s path to achieving this goal is through the “praising of simplicity.” A word which, in definition, can be ambiguous and, in execution, often very complex. Rost strives to present its unique interpretation of this concept and seamlessly integrate it into all customer experiences, from the timeless design of its products to the ease of purchase and use.

With this perspective, Rost has created a platform for design, production, artistic curation, and offering a wide range of furniture and daily life essentials. On this journey, it welcomes the collaboration of designers, artists, and creative thinkers from Iran and worldwide.

 "Alef with Rost", is a space for appreciating the quality derived from this understanding of "simplicity;" which is rooted in the importance of beauty and responsibility, aiming to enrich the user experiences in the form of a reading room installation .