The
Rock booth project at
Retail Show 2025 represents a large-scale exhibition design conceived as a brand ecosystem, where architecture functions beyond structure to organize experience, manage interactions, and reinforce brand identity. Designed and executed by Danak at the
Tehran International Exhibition Center, the project covered a total area of 553 sqm, consisting of a
447 sqm central island booth accompanied by four independent peripheral booths measuring
26, 25, 28, and 27 sqm respectively. The primary design challenge was to create spatial coherence among multiple independent units while maintaining strong brand readability across a complex and fragmented layout. Through a unified spatial scenario,
Danak connected the central booth and surrounding units into a cohesive experience, allowing visitors to navigate diverse spaces while remaining within a single, consistent brand territory. With a strong focus on spatial branding, execution precision at scale, and addressing both domestic and international audiences, the Rock booth became a key reference point within Retail Show 2025— a space where architecture operated as an active brand medium. This project reflects Danak’s approach to exhibition design— where space narrates brand structure.
