阿里安·赛义德展馆 N01丨伊朗德黑兰丨Marz design

Architect：Marz design

Location：Tehran, Tehran Province, Iran; | ;View Map

Project Year：2015

Category：Exhibition Centres;Commercial Landscape;Cultural Centres

Arian Saeed Pavilion-N01

“In-Between Bends”

The project was ignited by an unconventional approach to the client's request to utilize their annual exhibition stand for unveiling new products, along with a newly designed logo and brand identity by MARZ. Our proposal was to reframe the question: "How can the stand itself manifest the potential of their product, rather than merely serve as a platform to showcase it?"

Architectural Design  

The inspiration stemmed from the thin MDF sheets produced by the Arian Saeed Group, the largest manufacturer of raw MDF in the Middle East. These sheets became a medium for exploring the morphological potential of the material, transforming it into a catalyst for architectural innovation and spatial creation.

The focal point of experimentation involved observing the natural deflection and curvature of the MDF sheets under their own weight, across varying thicknesses. This process was explored through both full-scale physical prototypes and advanced digital simulations, pushing the limits of the material's flexibility and structural behavior.

The controlled curvature of initially loose, long vertical strips of MDF is achieved using an I-section base component, composed of two 3mm MDF sheets sandwiching a wedge. These wedges stretched just half the length the component dictate the arc's curvature, orientation, and profile, guiding the initial bending of the sheets and releasing them to assume their natural form.

The spatial organization of the 250 sqm installation emerged from layered clusters of sectoral, circular forms, inspired by MARZ's new brand design. These clusters overlap, intersect, and merge, dissolving boundaries and creating a fluid, unified field of curved cylinders.

Within the vertical constraints of 2.4 meters imposed by the regulation, the base curved components are choreographed along the sliding sectors, gradually expanding outward, morphing from cylindrical forms into funnel-like shapes that evoke a sense of organic blossoming. The gaps between these vertical elements remain narrow at the base and progressively widen as they ascend, enhancing visual permeability. The use of white, a color that conveys purity, distinguishes the architecture from the chaotic ambiance of the exhibition.

These intertwined cylinders that transition into funnels create six permeable spaces that, while distinct, are interconnected. Among these, three zones—reception, VIP area, and private storage—are closely integrated. The remaining spaces include two separate customer service rooms and a gallery designed to showcase MDF veneers, which are stretched as slim bands over sections of the vertical components, serving as display stands. Consistent with this approach, radial layered benches slide alongside the funnel shape spaces, forming the furniture of the installation.

Fabrication  

One of the most challenging aspects of the project was the tight timeframe of just three working days to set up the exhibition booths. All 380 curved vertical components with white veneer were prefabricated and coded for swift assembly. The on-site process began with precise marking and installation of segmental radial rings, which serve as the foundational supports for the vertical elements, facilitating rapid installation. This method reduced the client’s initial construction time estimation, leading to a stand that effectively showcased the innovative potential of their product.

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