Experiential Marketing/2020
WINDOW DISPLAY, Tehran
Luxury building-materials brands were being shown in the same undifferentiated booth grid as commodity suppliers — a format that flattened exactly the qualities they were selling.
- Client
- Banaye Bartar
- Place
- Ava Center, Tehran
- Year
- 2020
- Category
- Experiential Marketing
The challenge
Luxury building-materials brands were being shown in the same undifferentiated booth grid as commodity suppliers — a format that flattened exactly the qualities they were selling.
What changed
The fifth edition ran as a private, four-day presentation with spatial installations built per brand. Material, light and threshold did the persuading; the printed panel was demoted to a footnote.
The outcome
The edition established the private-presentation model that the following editions were built on, and won the format recognition from Iran's building industry.
- Edition
- 5thEdition
- Days, invitation only
- 4Days, invitation only
- Purchase intent
- 58%Purchase intent
Held at the Ava Center in Tehran, the fifth edition of the platform opened its doors for an annual four-day run as a private presentation of Banaye Bartar and superior companies in building materials and luxury finishes.
The design premise was direct: a material is a sensory argument, and a sensory argument cannot be made from a laminated board. Each brand received an installation — suspended thread fields, illuminated volumes, controlled thresholds — so that the first encounter with the brand was an encounter with the material itself.
The edition also fixed the audience model that WINDOW became known for. Attendance was by invitation, weighted toward specifiers and buyers with active projects, which is what allowed the platform to make a commercial claim rather than a design one.
Selected work should show how KAY thinks, builds and delivers.