ROST Furniture Showroom, Mohammad Varasteh, Roza Tabadar

Project Name: ROST Furniture Showroom, Tehran \ Function: Showroom
Company: Varta And Partners \ Lead Architects: Mohammad Varasteh, Roza Tabadar
Design Team: Haleh Sheibani, Eerfan Nezami
Structure: Available \ Mechanical Structure: Available
Location: Sheikhbahai ST, Tehran \ Total Land Area-Area of Construction:
600 Sq.m \ Client: ROST, Habib Ghorbani \ Date: 2020
Photographer: Hamid Karami \ Graphic: Peyman Tahghighi
Website: www.vartaoffice.com 
E-mail: varasteh.mohamad.ar@gmail.com
Instagram: @VARTA_OFFICE

After experiencing designing several branches of Rost furniture exhibitions, we tried to create new ideas and a different context for this complex. On the other hand, Rost complex has started and continued its activities from the beginning with the slogan “Simplicity is our art”. We also tried to develop our own designing look based on the structure, thoughts and slogan of this complex.
We tried to establish the general structure of the plan by answering the two main questions:
• How can we provide a specific space definition for each piece of furniture that is reminiscent of a residential space in order to better understanding of products from costumers?
• How can we organize the special structure with a minimum of mass and variety of materials in order to show the simplicity and maximum visibility of the furniture?
In order to answer, we analyzed the plan of the 600-meter exhibition space and according to the spatial needs of the furniture arrangement and the circulation required for maximum visibility to all parts, we reached the required separation and zoning. Then, considering the existing columns and walls, this spatial arrangement was completed. Another challenge we faced was the large surface area of the glass in the main wall of the store, which was tried to organize this level and cover part of this wall, to observe the principles of arrangement that, in addition to not limiting its external view, create a single and simple space for passers-by and the audience.
Due to the color variety of the products, in order to achieve a neutral context, which is just a space to display the furniture and furnishings of the complex, we tried to simplify and neutralize the interior walls in contrast to the materials of the furniture; to achieve an integrated environment, using only one material, which was fiber reinforced concrete. Due to concrete’s neutral color and simplicity, it formed surfaces by moving on the floor and in different parts, it rose in the forms of small walls up to a height of 120 cm above the ground; and at the entrance section, it formed a sales counter. Then, by removing the noise and using white color, we created a suitable context.
Due to the history of Rost stores, there was a need for a space to arrange the objects, we created a platform for placing cushions that while being simple, owns a huge area of the complex and in fact creates a simple context with arrays of various colors that could be seen from all points. This wall housed services areas such as the butler pantry, storage and restroom.
In this project, we tried to provide any new redefinition for future layouts by integrating the space on the other hand, also we have provided the possibility of social interactions and cultural events according to the interest of complex managers to raise awareness in different situations.