Doubt and Decision
A manufacturer from the south of Iran approached our team to design trade show pavilions for a building exhibition. Despite the constraints of a limited budget, compact dimensions, and the project’s temporary nature, we viewed this challenge as an opportunity to propose an innovative architectural approach.
Challenging Typologies
We questioned whether a temporary commercial pavilion could transcend its usual promotional role and become a meaningful architectural endeavor. By critiquing the repetitive design of conventional trade booths—focused solely on product display—we sought to redefine their functionality and craft a fresh architectural narrative.
Audience Engagement
Our solution was to transform the typical booth into an interactive pavilion, challenging traditional trade show dynamics. Through curiosity and experimentation, "Seen and Unseen" encouraged active participation rather than passive observation.
Spatial Composition and Perception
The pavilion consisted of two tall, enclosed cubes, each uniquely connected to the ground. This delayed immediate spatial comprehension, turning the act of exploration into a gradual, engaging discovery process.
Unconventional Entrances and Interiors
Non-traditional entrances set the stage for unexpected experiences. One entrance required bending to pass through, while another involved climbing a ladder. Inside, irregular geometries and inventive material choices challenged visitors’ visual assumptions, fostering a dynamic spatial experience.
Material Innovation
We reinterpreted familiar materials for unconventional roles: Tegeer (a traditional shading material) became the façade; concrete test cubes, normally discarded, formed the foundation; scaffolding served as the structural frame; and mirrors defined the interior surfaces. These elements transcended their standard uses, both aesthetically and functionally.
Impact and Potential
This pavilion demonstrated that even temporary exhibitions can become platforms for interactive, forward-thinking architectural explorations—revealing fresh possibilities for ephemeral design.
