Brand Experience/2021
WINDOW GARDEN
An industry whose entire calendar ran on exhibition halls that everyone attended and nobody remembered — and a pandemic that made those halls unusable.
- Client
- Banaye Bartar
- Place
- Tehran & Mashhad, Iran
- Year
- 2021
- Category
- Brand Experience
The challenge
An industry whose entire calendar ran on exhibition halls that everyone attended and nobody remembered — and a pandemic that made those halls unusable.
What changed
The exhibition moved outdoors and became a garden. Visitors were curated rather than counted, the layout was built around conversation instead of frontage, and every brand was placed in a situation that required a relationship rather than a pitch.
The outcome
79% of exhibitors acquired clients they could not have reached any other way. That is not event ROI — it is brand infrastructure.
- Curated visitors
- 2,100+Curated visitors
- Exhibitors
- 28+Exhibitors
- Satisfaction
- 88%Satisfaction
- Acquired new clients
- 79%Acquired new clients
WINDOW GARDEN took the format outside. Instead of a hall divided into equal rectangles, the edition used an open landscape with designed thresholds — each brand received a setting rather than a stand, and the route between them was choreographed as a single continuous journey.
The visitor list was the real design decision. Rather than maximising footfall, the edition invited a curated audience of architects, engineers, developers and material buyers with live projects. Fewer people walked through the gate, and a far higher proportion of them were people the exhibitors actually needed to meet.
Measurement was built in from the start, not added afterwards. Satisfaction, purchase intent and new-client acquisition were all tracked per edition — which is why the format could be argued for commercially rather than aesthetically.
Selected work should show how KAY thinks, builds and delivers.