Each carpet is unique and has its own stories and characteristics. The challenge ahead in the Booth design for machine made carpet exhibition is to identify and study each of these characteristics in order to be able to understand the distinctive features of these products and look at them realistically.
The carpet is reminiscent of Iranian authenticity, oriental culture, stories of One Thousand and One Nights, etc. For any elite architect, designing a booth for such a product with an identity is attractive, even with the numerous challenges involved in the design process.
The project of design and implementation of Schonherr Carpet booth (Abrisham Shomal) in 2009 is the first design experience of Dehnad team at The International Floor Coverings, Moquette, Machine Made Carpet and Related Industries Exhibition in Tehran. In the first step, before starting the design, we examined the Schonherr Carpet Booths in the past years, as well as other booth construction projects in the machine made carpet exhibition and the important events of the exhibition. In the initial investigations, we noticed the negative points that were repeated many times in the booth design for machine made carpet exhibition, In this article, we will mention some of them. Identifying these negative points, asking questions about them and consulting with the employer to find the answers to these questions, made the main axis and framework of the booth design almost clear.
To better clarify the issue, we refer to two examples of these questions:
The machine made carpet exhibition is one of those exhibitions where almost all the participants work on a single product. For this reason, it is unnecessary to show the final product outside the booth to introduce and refer to the main activity of the company. On the other hand, the production technology, raw materials, and product design of all participants are almost at the same level with a small distance from each other. Based on this, showing a product that is equal to the product of other competitors in general cannot show the company’s ability to produce a unique product. Finally, displaying the product in public does not add to the value of the product and the collection, but by considering the product outside the booth, it reduces the value of the product and the company.
Show and present the product in a dedicated space deep in the booth so that the product can be valued and the audience can examine the product in a safe space away from the crowded corridors of the exhibition.
Basically, Roman and Iranian architectural styles are very far from each other; But because both of these styles are a symbol of antiquity, sometimes these two styles are used interchangeably in the eyes of the public.
Here, we are not seeking to challenge the use of the Roman style (a disaster that occurred in Iranian architecture) in modern Iranian architecture; The important thing here is the alignment of the architectural design and the product displayed in the booth, which should be aligned and related. Perhaps the lack of alignment between the design of the booth and the product presented does not create a challenge in the mind of a person; But in the unconscious mind of the audience, it is inconsistent and it will have no effect except a backlash.
On the other hand, even though the Iranian carpet itself is classic and luxurious, but the machine made carpet is not in such a position, and this is one of the weaknesses of the machine made carpet. Showing this product too luxuriously increases this weakness in the unconscious mind of the audience. Perhaps the most use of machine made carpet is in minimal and low-cost spaces.
Every day, we see the combination of machine made carpet with modern or post-modern style spaces in architectural designs. One of the most important features of these styles is their simplicity and low cost, which is more in line with the inherent principle of machine made carpet.
Eliminating Roman symbols and everything that indicates luxury and expensiveness. Moving towards modern and post-modern styles that are more compatible with the identity of the machine made carpet.
Asking questions and discussing and studying to find answers defines the framework and the main axis of the design. In addition to mastering architectural design, the designer of the exhibition booth must have complete knowledge of the product offered by the participant and efficient sales systems; So that the result of the work is consistent with the identity characteristics of the participant and the product displayed in the booth. To have the ability to attract the target audience and ultimately sell with high efficiency.
Dehnad Idea Creators Company has always tried to introduce the exhibition booth design as a professional and elegant specialty. The ability to create beauty is important, but it is placed in the second and third phases of the exhibition booth design process. A realistic look at the company (employer), the product presented in the exhibition and the behavior of the audience, in the study phase, is the most important factor in obtaining high efficiency results from an exhibition stand.
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