Tehranpars Showroom

Tehranpars Showroom in Tehran, designed by Arash Nasiri of FEA Studio, won Third Place in the Public Buildings category at the 14th Memar Award (2014). Located in the Tehranpars district adjacent to the Resalat Highway, the showroom sits in a typical Tehran urban setting characterized by facade chaos, scale variety, and visual clutter.

The project's concept offers an alternative definition of the urban display window, redefining the relationship between seeing and being seen. Here, the question of the display window shifts from its conventional form — reduced to a two-dimensional facade skin — to a three-dimensional volumetric interaction between interior and exterior. The new display space results from excavating and creating voids within the assumed three-dimensional mass of the site, generating the required programmatic space while redefining the relationship between the building's inside and outside.

To realize this goal, the design economized on heterogeneous details and connections while maintaining formal and material integrity for a direct and explicit expression of the idea. The alteration in the perception of scale adds to the building's symbolic dimensions.