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DAALAN
DAALAN
Tehran, Iran
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Other Projects by DORSA EXPERIENCE DESIGN
DAALAN
Tehran, Iran
Type
STATUS
Built
YEAR
2024
SIZE
0 sqft - 1000 sqft
BUDGET
$50K - 100K
Project Name: Daalan Showroom
Client: DORSA
Interior Design: DORSA EXPERIENCE DESIGN
Creative Director: Shahin Fatemi
Design Director: Ghazaleh Hanaei
Lead Designer: Saeed Sadeghian
Design Team: Mohamad Samiee
Executive Team: Saeedeh Firozbakht, Mohamad Hosein Jamali, Amir Hosein Mazani
Location: Tehran, Iran
Status: Built
Year: 2024
Budget: 50k-100k
Size: 395 sqm
Tagline: Crafted Living Experience
Typology: Commercial-Retail Showroom
Daalan - A Contemporary Passageway Through Myth, Memory, and Modern Design
Daalan is a contemporary spatial showroom designed for Dorsa Home, an Iranian lifestyle brand rooted in heritage, craftsmanship, and authenticity. More than a retail interior, Daalan is envisioned as a spatial narrative—a curated journey that transforms shopping into an immersive experience of cultural reflection and emotional connection.
The name Daalan—from the Persian word for “corridor” or “passageway”—serves as both a literal and symbolic anchor. Traditionally, a dalan connects spaces in Iranian homes and bazaars. Here, it becomes a threshold between past and present, myth and modernity.
Spatial Strategy & Cultural References
At the heart of the showroom is a central axis, guiding visitors through a linear yet unfolding spatial experience. Along this path, modular rooms—hojrehs, reminiscent of traditional Iranian bazaar chambers—emerge through the use of movable, semi-transparent curtains. These zones provide flexibility, transforming the showroom based on changing exhibitions or events.
The ceiling is structured with a grid system, integrating rails that allow curtains to shift, resize, and redefine space. This system creates a living, adaptive environment, where the layout evolves in response to its content and context.
Mythology as Medium
Each hojreh tells the story of a fictional land inspired by Iranian mythology. These stories are visually interpreted by contemporary artist Reza Abedini, whose artworks are printed on the curtains. These become not just partitions, but canvases of narrative, embedding ancient tales into the fabric of space.
This fusion of myth and design fosters a cultural atmosphere where the ancient and the contemporary coexist—not in nostalgia, but in a dynamic dialogue. Visitors move through the space as though through pages of a living epic.
Materiality & Sensory Experience
Material choices are minimal and intentional. A palette of white surfaces and soft finishes allows clarity, letting the furniture and artworks stand out. Localized lighting enhances specific pieces, while enriching the tactility of curtains and surfaces.
The semi-transparent curtains create softness and intimacy, gently defining zones without hard barriers. As each curtain is drawn aside, visitors enter a new space—living room, bedroom, meeting area, or fabric library—each evoking familiar domestic environment. This gradual reveal turns movement through the space into a quiet ritual.
Flexibility as Framework
Daalan is conceived as a programmable interior, where spatial configurations can adapt easily. Whether for a product launch, photography session, or intimate gathering, the design supports varied functions with ease.
Emotional Intent & Human Connection
At its core, Daalan reimagines the retail showroom as a place of meaningful interaction—between users and objects, tradition and innovation. The experience encourages stillness, reflection, and emotional connection, turning the showroom into a calm, immersive, and distraction-free environment.
Every element—from spatial flow to curtain texture—is crafted to foster resonance and belonging.
Daalan is more than a showroom; it is an architectural passage through memory, myth, and design. By drawing on Iranian cultural heritage while embracing contemporary minimalism, it becomes a forward-looking platform for storytelling and spatial transformation. Through its adaptive structure and poetic presence, Daalan transforms the act of browsing into an experience of discovery and cultural engagement.
Client: DORSA
Interior Design: DORSA EXPERIENCE DESIGN
Creative Director: Shahin Fatemi
Design Director: Ghazaleh Hanaei
Lead Designer: Saeed Sadeghian
Design Team: Mohamad Samiee
Executive Team: Saeedeh Firozbakht, Mohamad Hosein Jamali, Amir Hosein Mazani
Location: Tehran, Iran
Status: Built
Year: 2024
Budget: 50k-100k
Size: 395 sqm
Tagline: Crafted Living Experience
Typology: Commercial-Retail Showroom
Daalan - A Contemporary Passageway Through Myth, Memory, and Modern Design
Daalan is a contemporary spatial showroom designed for Dorsa Home, an Iranian lifestyle brand rooted in heritage, craftsmanship, and authenticity. More than a retail interior, Daalan is envisioned as a spatial narrative—a curated journey that transforms shopping into an immersive experience of cultural reflection and emotional connection.
The name Daalan—from the Persian word for “corridor” or “passageway”—serves as both a literal and symbolic anchor. Traditionally, a dalan connects spaces in Iranian homes and bazaars. Here, it becomes a threshold between past and present, myth and modernity.
Spatial Strategy & Cultural References
At the heart of the showroom is a central axis, guiding visitors through a linear yet unfolding spatial experience. Along this path, modular rooms—hojrehs, reminiscent of traditional Iranian bazaar chambers—emerge through the use of movable, semi-transparent curtains. These zones provide flexibility, transforming the showroom based on changing exhibitions or events.
The ceiling is structured with a grid system, integrating rails that allow curtains to shift, resize, and redefine space. This system creates a living, adaptive environment, where the layout evolves in response to its content and context.
Mythology as Medium
Each hojreh tells the story of a fictional land inspired by Iranian mythology. These stories are visually interpreted by contemporary artist Reza Abedini, whose artworks are printed on the curtains. These become not just partitions, but canvases of narrative, embedding ancient tales into the fabric of space.
This fusion of myth and design fosters a cultural atmosphere where the ancient and the contemporary coexist—not in nostalgia, but in a dynamic dialogue. Visitors move through the space as though through pages of a living epic.
Materiality & Sensory Experience
Material choices are minimal and intentional. A palette of white surfaces and soft finishes allows clarity, letting the furniture and artworks stand out. Localized lighting enhances specific pieces, while enriching the tactility of curtains and surfaces.
The semi-transparent curtains create softness and intimacy, gently defining zones without hard barriers. As each curtain is drawn aside, visitors enter a new space—living room, bedroom, meeting area, or fabric library—each evoking familiar domestic environment. This gradual reveal turns movement through the space into a quiet ritual.
Flexibility as Framework
Daalan is conceived as a programmable interior, where spatial configurations can adapt easily. Whether for a product launch, photography session, or intimate gathering, the design supports varied functions with ease.
Emotional Intent & Human Connection
At its core, Daalan reimagines the retail showroom as a place of meaningful interaction—between users and objects, tradition and innovation. The experience encourages stillness, reflection, and emotional connection, turning the showroom into a calm, immersive, and distraction-free environment.
Every element—from spatial flow to curtain texture—is crafted to foster resonance and belonging.
Daalan is more than a showroom; it is an architectural passage through memory, myth, and design. By drawing on Iranian cultural heritage while embracing contemporary minimalism, it becomes a forward-looking platform for storytelling and spatial transformation. Through its adaptive structure and poetic presence, Daalan transforms the act of browsing into an experience of discovery and cultural engagement.
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