Arian Saeed Pavilion-N01

Project Information

Exhibition stand and pavilion
Status: Built
Location: Iran, Tehran
Area: 250
Client: Arian saeed industrial group
Photo Credits: Parham Taghioff

Credit

Architecture

Design: Hooman Talebi – Farshad  Mehdizade
Team: Abolhasan Karimi, Aydin Vahidnia, Ghaflan Abadi, Hamed Samaei, Mojtaba Ghasemi zadian

Branding

Design: Maria Araya – Hooman Talebi
Team: Mehrafarin Sooraki

span a range of bends that form asymmetrical arches with various apexes along different axes

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.

a ‹three-member component› comprising two MDF sheets and a wedge sandwiched between them was designed as the main space-defining element
The bending of MDF and the effects of its varying thicknesses
The logo is inspired by the number of holdings within the company. It features interconnected rings that symbolize these holdings, showcasing their unity and interrelationship. Architecture spatial organization, influenced by the logo of the brand designed by Marz.
intertwining the morphologic possibilities of MDF and its properties with the idea of sectoral circular structures for spatial organization

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, color-saturated ambiance of the exhibition

These serpentine and 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/cylinder shape spaces, forming the furniture of the installation.

furnishings of the spaces are also defined by the same concept of sliding sectors
the gaps between them are narrower at the lower sections and progressively widen as they ascend

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.

This base ring includes wedges up to a height of 1.80 meters, which supports the components at a height of 2.40 meters
Implementation of Base Ring