设拉子罗斯特陈列室丨伊朗丨AshariArchitects

Architect：AshariArchitects

Location：Shiraz, Fars Province, Iran; | ;View Map

Project Year：2023

Category：Exhibition Centres;Shops;Showrooms

Overview: The interior design for the Rost Exhibition began in 2023. The project is located on the ground floor of an apartment in one of Shiraz's streets in Iran. Initially designed as a residential unit, the conversion to a commercial space presented several infrastructural challenges, including utility issues, low ceiling height, and conflicts with the residential entrances.

Client Requirements: The client, Rost Furniture, initially requested a showroom for product presentation and sales, along with a space for direct customer interaction. After assessing the project's needs, site characteristics, and the socio-cultural context of the surrounding area, the design challenge was redefined: "The Rost Exhibition should not only present and sell products but also serve as a platform for various cultural events in the city."

This idea emerged from the observation that, in Iran, due to various restrictions, public interest in communal spaces has declined. Private spaces like this showroom can thus become venues for social events and interaction.

Design Concepts:

Space Flexibility: Given the project's constraints—limited space, time, and budget—the design approach focused on space flexibility to accommodate the diverse needs of the Rost brand. The following criteria were considered:

Multi-functional Spaces: Several multi-functional areas were designed within the showroom:

Product display or collective seating area.

A platform for carpet display or as a stage for events, musical performances, etc.

A sales counter that can also serve as a reception desk for various events.

A bar designed for serving coffee and drinks to customers or guests at city events.

A glass room for showcasing Rost products or holding group meetings and art presentations.

Flexible Boundaries: Unlike traditional furniture showrooms, which either have no boundaries or excessive division, the design uses polycarbonate panels as suspended partitions. These lightweight, easily movable panels can create different layouts, establishing privacy between products while allowing the space to be completely opened up for events.

Semi-transparent Material: The semi-transparent polycarbonate panels create shadows and abstract images, intriguing visitors and encouraging exploration of other products. These panels also serve as backgrounds behind the products on display, reducing depth perception and drawing attention to the products for passersby. Additionally, they protect the interior from harsh sunlight and can be moved to connect the indoor and outdoor spaces when needed.

Alignment with Visual Identity: The design of the forms and details was inspired by Rost’s visual identity, with elements such as the counter, ceiling, column cladding, shelves, washbasin, door handles, and lighting fixtures reflecting the brand’s graphical motifs.

In Praise of Simplicity: The design intervention was minimal, focusing on separating spaces like storage, the kitchenette, and the restroom while maintaining a flexible, open floor plan. The use of accessible and affordable materials like polycarbonate panels minimized alterations to the rented space, reducing the need for construction materials, labor, and overall construction within the project. This approach aligns with the project's economic and environmental considerations.

Conclusion: Designing exhibitions with a social approach attracts more people to these spaces and fosters public interactions and cultural events, contributing to the social sustainability of the urban environment.

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