Arian Saeed WoodEx 2017
Project Information
Category: Exhibition stand
Date: 2017
Location: Iran, Tehran
Area: 430
Client: Arian saeed industrial group
Credit
Architecture
Design: Hooman Talebi – Farshad Mehdizade
Project Architect: Hosein Soodavi
Team: Amir Badiee, Nakisa Montazeri, Marjan Mirkheshti, Yalda Aminshahidi, Sanaz Malek, Paniz Farokhsiar, Mandana Tanbakooyi
Branding
Team: Nakisa Montazeri, Yalda Aminshahidi
Photography
Deed Studio
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.
