The client’s exhibition booth, a 400 square-meter project in Hall 6 of the Tehran International Exhibition Center, occupied a prime location. The design aimed to meet diverse client needs while enhancing brand visibility.
A key challenge was balancing attraction for general visitors with exclusivity for high-profile clients. The solution incorporated a recessed TV wall as a focal point, redefining boundaries while showcasing the brand’s transformation on its 60th anniversary, highlighting new products, rebranding, and packaging updates. Behind this wall, a private VIP meeting area ensured exclusivity.
The visitor flow was designed for engagement, starting with a product showcase followed by an interactive discussion space. A yellow linear element called Midline, reflecting the brand’s identity, subtly divided public and private zones, doubling as a studio for demonstrations, interviews, and branding moments.
Support areas, such as storage, a café, and stage control, were discreetly placed to maintain a clean aesthetic and optimize space. This design seamlessly blended functionality with brand storytelling, reinforcing the client’s presence at the exhibition.
Bio Mohammad Hakiminia
Architect | Design Thinker
Mohammad Hakiminia is an architect and design thinker with over a decade of professional experience, active since 2012. He holds a Master’s degree in Architecture from Sooreh University, Tehran.
As an architect and design thinker, he explores space as a question rather than an answer. His work is rooted in conceptual problem-solving, where architecture becomes a tool to challenge perception, provoke emotion, and reframe user interaction. He designs with intent — transforming limitations into spatial opportunities through material logic, contextua
Other prizes Architecture MasterPrize 2025 — Honorable Mention A’ Design Award 2025 — Silver Award SIT Furniture Design Award 2025 — Winner BLT Built Design Awards 2025 — Honorable Mention International Design Awards (IDA) 2025 — Silver Award International Design Awards (IDA) 2025 — Honorable Mention Design MasterPrize 2025 — Best of Best
