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.
