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 As an architect and design thinker, I explore space as a question — not an answer. My work is rooted in conceptual problem-solving where architecture becomes a tool to challenge perception, provoke emotion, and reframe user interaction. I design with intent: to turn limitations into spatial opportunities through material logic, contextual response, and spatial storytelling.
Other prizes • Silver A’ Design Award 2025 – Exhibition Design “Ghaffari Booth” – A modular expression of boundaries, constructed as an open dialogue between motion, function, and flexibility. • SIT Furniture Design Award 2025 – Exhibition Spaces “Midline” – A project born from a single question: what happens when architecture removes its ceiling? A speculative solution for experiential openness. My design philosophy focuses on identifying spatial tensions and converting them into conceptual frameworks. My works have been recognized by international design institutions and published in leading platforms including A’ Design Award Publications, Design Classifications, and Iranian media such as MemarNews. I value architecture as a thinking system — one capable of transforming needs and constraints into spatial strategies. My method involves continuous questioning, material experimentation, and user-centered ideation.
