The 203 m² exhibition booth at Iran Mall, Tehran, was designed for a leading dental equipment company to boost brand awareness and sales. The challenge was to create a space that attracted visitors, encouraged dialogue, and supported business agreements.
Thick partitions defined functions, concealed columns, and integrated service zones like storage and a TV wall. Formal unity emerged by extending the floor into walls and furniture, creating a continuous language of wall + floor + table.
A precise grid organized narrow tables and four-seat poufs for two-person consultations and small group interactions. Shared tables also fostered client-to-client connections, enhancing intimacy and comfort.
The booth was located on high-traffic aisles, positioned away from low-traffic areas. A central social table acted as the engagement focal point, reinforcing interaction and commercial activity.
The result combined architectural clarity, functional efficiency, and an inviting atmosphere where form and function converge to enhance visibility, dialogue, and sales.
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
