Sep 16, 2024

daily MARZ integrates fluid elements in brick-and-mortar store The Digikala flagship store in Tehran , by MARZ Architecture and Design, represents the company’s first foray into physical retail . The design team reimagines the traditional brick-and-mortar store by integrating key design elements that create a fluid, immersive customer experience. A spiral configuration of product stands organizes the space, while elliptical arches and cylindrical forms in the ceiling shape interactive moments. The contrast between the light, grainy-textured ceiling, and dark micro-cement floors and stands enhances the visual depth and movement throughout the store. This design intertwines digital fabrication with traditional craftsmanship, offering an environment that encourages exploration. all images by Deed Studio Photography , courtesy of MARZ Architecture and Design, unless stated otherwise MARZ Architecture and Design incorporates several unique Experience Portals into the layout, redefining customer engagement. These include the Sound Portal, which uses Audio Reactive technology to sync music with the Digikala flagship store‘s atmosphere; the Game Portal, where VR and gaming consoles adjust spatial dynamics to match the virtual experience; and the Mobile Portal, featuring interactive stations that let visitors compare mobile phones using video projections. A 54-meter spiral anchors the browsing space, allowing visitors to move through displays of around 70 products while engaging with distinct stands and seating areas. In the center, a large circular stand draws attention to special items, further elevating the experience. The Iranian firm also includes a gallery that links the store to the larger Royal Shopping Center. This space, defined by LED walls and digital art displays, serves as a versatile platform for events, brand launches, and collaborations with artists, blending commerce with culture. the Digikala flagship store in Tehran, by MARZ, represents the company’s first foray into physical retail by integrating key design elements, the team reimagines the traditional brick-and-mortar store creating a fluid, immersive customer experience these immersive zones enhance product interaction a spiral configuration of product stands organizes the space elliptical arches and cylindrical forms in the ceiling shape interactive moments the contrast between the light ceiling and dark floors and stands enhances the visual depth this design combines digital fabrication with traditional craftsmanship | Arman ShahMohammad offering an environment that encourages exploration | image by Arman ShahMohammad MARZ Architecture and Design incorporates several unique Experience Portals into the layout