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Gis Daal
Gis Daal
Tehran, Iran
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Other Projects by DORSA EXPERIENCE DESIGN
Gis Daal
Tehran, Iran
Type
STATUS
Built
YEAR
2024
SIZE
0 sqft - 1000 sqft
BUDGET
$50K - 100K
Project Name: Gis Daal Showroom
Client: DORSA
Interior Design: DORSA EXPERIENCE DESIGN
Creative Director: Shahin Fatemi
Design Director: Ghazaleh Hanaei
Lead Designer: Saeed Sadeghian
Design Team: Khatereh Maboudi
Executive Team: Saeedeh Firozbakht, Mohamad Hosein Jamali, Amir Hosein Mazani
Location: Tehran, Iran
Status: Built
Year: 2025
Area: 265 sqm
Tagline: Crafted Living Experience
Typology: Commercial-Retail Showroom
Gis-Daal
Gis-Daal is a contemporary spatial showroom designed for
Dorsa, an Iranian fashion brand rooted in heritage, craftsmanship, and authenticity. More than a retail environment, the
space is conceived as an immersive journey-one that transforms the act of shopping into a ritual of cultural engagement
and storytelling. The concept intertwines elements of Iranian
mythology, poetic symbolism, and modern minimalism to
create a space where ancient narratives and contemporary
design converge.
The name Gis-Daal is derived from Persian, where Gis means
“hair” and Daal refers to a “territory”. In classical Persian poetry,
Gis evokes images of long, flowing hair—often associated with
legendary heroes and majestic figures. It symbolizes strength,
sensuality, nobility, and untamed beauty. The notion of Daal as
a territory draws inspiration from Iranian mythology—specifically the figure of the Div, a powerful, demon-like presence
featured in epics such as Ferdowsi’s Shahnameh. Within Persian mythology, the Div represents both chaos and intelligence, a supernatural being of immense power and haunting
beauty. It is this duality-the tension between wildness and
grace-that defines the spatial identity of Gis-Daal.
At the heart of the design is a striking sculptural installation
titled “The Hair of the Div.” Positioned at the entrance, this
architectural element is composed of tall, jagged black vertical forms that fall from the ceiling to the floor like strands of
mythical hair. The pieces are cut with sharp, angular lines,
drawing visual inspiration from traditional Persian geometric
motifs while also suggesting the wildness and freedom of
unbound hair. Together, these black elements form a symbolic
forest-a liminal space through which visitors must pass to
enter the showroom.
This threshold is not merely functional; it marks an emotional
and symbolic transition. Passing through it becomes a ritual
act, echoing the mythological and poetic themes embedded
in Iranian cultural identity. It is a passage from the material to
the symbolic, from the mundane to the mythical. Here, visitors
move not just through space, but through layers of memory,
narrative, and meaning.
In contrast to the bold sculptural entry, the rest of the showroom is intentionally restrained and minimal. Walls, shelving,
and flooring are rendered in neutral tones and clean geometries, providing a serene backdrop that allows the central
black installation to remain the emotional and visual anchor.
Subtle lighting enhances the shadows and forms of the vertical elements, adding softness and depth. Occasional warm
ochre accents in the flooring bring a grounded, earthy quality
to the space-rooting the design in Iranian material culture.
Gis-Daal redefines retail design as a form of storytelling. It
challenges conventional showroom typologies by imbedding layers of cultural reference and emotion into the physical
environment. Rather than simply presenting products, the
space invites visitors to engage with a narrative-one that
connects ancient mythology with modern identity. By integrating poetry, myth, and architectural form, the design
expresses the deeper cultural soul of Dorsa and offers a compelling, immersive experience that reflects the richness of
Iranian design heritage in a bold, contemporary voice.
Client: DORSA
Interior Design: DORSA EXPERIENCE DESIGN
Creative Director: Shahin Fatemi
Design Director: Ghazaleh Hanaei
Lead Designer: Saeed Sadeghian
Design Team: Khatereh Maboudi
Executive Team: Saeedeh Firozbakht, Mohamad Hosein Jamali, Amir Hosein Mazani
Location: Tehran, Iran
Status: Built
Year: 2025
Area: 265 sqm
Tagline: Crafted Living Experience
Typology: Commercial-Retail Showroom
Gis-Daal
Gis-Daal is a contemporary spatial showroom designed for
Dorsa, an Iranian fashion brand rooted in heritage, craftsmanship, and authenticity. More than a retail environment, the
space is conceived as an immersive journey-one that transforms the act of shopping into a ritual of cultural engagement
and storytelling. The concept intertwines elements of Iranian
mythology, poetic symbolism, and modern minimalism to
create a space where ancient narratives and contemporary
design converge.
The name Gis-Daal is derived from Persian, where Gis means
“hair” and Daal refers to a “territory”. In classical Persian poetry,
Gis evokes images of long, flowing hair—often associated with
legendary heroes and majestic figures. It symbolizes strength,
sensuality, nobility, and untamed beauty. The notion of Daal as
a territory draws inspiration from Iranian mythology—specifically the figure of the Div, a powerful, demon-like presence
featured in epics such as Ferdowsi’s Shahnameh. Within Persian mythology, the Div represents both chaos and intelligence, a supernatural being of immense power and haunting
beauty. It is this duality-the tension between wildness and
grace-that defines the spatial identity of Gis-Daal.
At the heart of the design is a striking sculptural installation
titled “The Hair of the Div.” Positioned at the entrance, this
architectural element is composed of tall, jagged black vertical forms that fall from the ceiling to the floor like strands of
mythical hair. The pieces are cut with sharp, angular lines,
drawing visual inspiration from traditional Persian geometric
motifs while also suggesting the wildness and freedom of
unbound hair. Together, these black elements form a symbolic
forest-a liminal space through which visitors must pass to
enter the showroom.
This threshold is not merely functional; it marks an emotional
and symbolic transition. Passing through it becomes a ritual
act, echoing the mythological and poetic themes embedded
in Iranian cultural identity. It is a passage from the material to
the symbolic, from the mundane to the mythical. Here, visitors
move not just through space, but through layers of memory,
narrative, and meaning.
In contrast to the bold sculptural entry, the rest of the showroom is intentionally restrained and minimal. Walls, shelving,
and flooring are rendered in neutral tones and clean geometries, providing a serene backdrop that allows the central
black installation to remain the emotional and visual anchor.
Subtle lighting enhances the shadows and forms of the vertical elements, adding softness and depth. Occasional warm
ochre accents in the flooring bring a grounded, earthy quality
to the space-rooting the design in Iranian material culture.
Gis-Daal redefines retail design as a form of storytelling. It
challenges conventional showroom typologies by imbedding layers of cultural reference and emotion into the physical
environment. Rather than simply presenting products, the
space invites visitors to engage with a narrative-one that
connects ancient mythology with modern identity. By integrating poetry, myth, and architectural form, the design
expresses the deeper cultural soul of Dorsa and offers a compelling, immersive experience that reflects the richness of
Iranian design heritage in a bold, contemporary voice.
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