Brand launch & market entry
2020
Nobody Buys a First Edition
A new exhibition brand with no history launched at the top of its market — and sold nothing on the night.
- 0 sold
- 1 architect on stage
- Private, by invitation
Ventures/2020 — 2024
WINDOW
Not an exhibition. An experience.
- Discipline
- Experiential Platform
- Status
- Invented format
- Years
- 2020 — 2024
WINDOW began from a question that most of the events industry avoids: why do brands run events that everyone forgets? The answer was structural. Conventional exhibitions are designed to be attended. They deliver information. They optimise for footfall and square metres.
WINDOW inverted the model. Visitors were curated rather than counted. Spaces were designed to tell a story rather than display a product. Brands were placed in situations where they had to build a relationship instead of running a pitch — and the format measured whether that actually happened.
Six editions were designed between 2020 and 2024 and four of them were delivered — Tehran, Mashhad and Kish — alongside WINDOW MATERIAL, which ran entirely online at the end of the Persian year 1399, in February 2021. Each delivered edition drew 2,100+ visitors and 28+ exhibitors. 88% reported satisfaction. 79% of exhibitors acquired clients they could not have reached any other way.
That last number is the whole argument. It is not event ROI. It is brand infrastructure — and it is the reason the methodology transferred cleanly into the work now being done in California.
Capabilities
- Experience format design
- Curated audience architecture
- Spatial brand storytelling
- Guest journey design
- Outcome measurement
- Editions
- 6Editions
- Visitors per edition
- 2,100+Visitors per edition
- Satisfaction
- 88%Satisfaction
- Acquired new clients
- 79%Acquired new clients
The WINDOW platform series
Eight sheets, and the platform each of them announced.
Every edition of WINDOW was announced by a single poster. Read in order they are the surviving record of the format — where it was set, who it invited, and what it was arguing that year. A chair in Tehran, a garden in Mashhad, a palace in Niavaran, a lattice after dark, a beach on the Gulf.
002020 — 2024WORLD WINDOW
- Edition
- The title plate
The platform's own title plate — Banaye Bartar and HAYAT, 2020 to 2024.
012020WINDOW DISPLAY
- Edition
- The first edition
- Place
- Tehran · Aghdasieh · Ava Art Hall
- Dates
- 2 — 4 February 2020
The first window display exhibition held in Iran. A chair drawn as a window frame states the premise on the poster before anyone reaches the door: the format is about how a room is seen, not how much of it is filled. Build, design, architecture, material — four disciplines in one hall for three days.
022021WINDOW MATERIAL
- Edition
- The virtual edition
- Place
- Online · Iran Trade Week
- Dates
- 23 — 28 February 2021
The edition that ran without a building. WINDOW MATERIAL took the format online for six days — the same curation, a virtual hall instead of a venue, and the newest building products in the country reachable from anywhere. The overlapping frames on the poster do the work the architecture usually did: depth without a room.
032021WINDOW GARDEN
- Edition
- The second edition
- Place
- Mashhad · Homa 1 Hotel
- Dates
- 17 — 20 October 2021
The first edition to take the garden instead of the hall. Open air, an Iranian garden and four evenings at the Homa — the tiled grid on the poster is the plan of that site read as a façade. Building, invest, design, material.
042022WINDOW GARDEN
- Edition
- The third private exhibition
- Place
- Tehran · Niavaran Cultural-Historic Complex
- Dates
- 22 — 24 October 2022
The edition that moved into a palace. WINDOW GARDEN reached Tehran for the first time and was unveiled inside the Niavaran complex — the last residence of Iran's royal family, and an address in that city that cannot be rented, only permitted. Three days, four in the afternoon until nine at night, by invitation. The poster answers the building with a field of black slats and nothing else: the venue was carrying the argument, so the sheet did not have to.
052023WINDOW SCENE
- Edition
- The third edition
- Place
- Mashhad · Imam Reza Sports Complex
- Dates
- 4 — 6 July 2023
WINDOW moved into a sports complex and staged the whole edition after dark, 17:30 to 22:30. The isometric lattice on the poster is the edition's own diagram: brands set as nodes inside a structure rather than as stands along a row.
062024WINDOW BEACH
- Edition
- Kish edition
- Place
- Kish Island · Avaye Khalij e Fars Complex
- Dates
- 3 — 6 May 2024
The format left the mainland. Four evenings on Kish, six till ten at night, in a cultural complex on the Gulf — the first time WINDOW was built for an audience that had travelled to be there. The coloured rings are the one place in the whole series where the palette breaks.
072024WINDOW GARDEN
- Edition
- The fourth edition
- Place
- Mashhad · Hotel Homa Khayyam
- Dates
- 30 June — 2 July 2024
Garden returned to Mashhad at a larger hotel, and the poster returned to green — cypress forms cut into arches, two of the oldest shapes in the drawing of a Persian garden. Build, invest, design, material.
082024WINDOW GARDEN
- Edition
- Tehran edition
- Place
- Tehran · Niavaran Cultural-Historic Complex
- Dates
- 22 — 24 October 2024
The series closed where it started, in Tehran, inside the Niavaran complex — three evenings, four till nine. The green louvres read as both a fence and a blind: the last edition arguing once more that what you frame decides what gets seen.
The rooms themselves
Related work
Brand & format launch
2022
One Tehran, One Niavaran
One hundred of the hundred and twenty invited came, and nothing was sold on the night. The room was the argument, and it was the only argument made.
- 120 invited
- 100 came
- Nothing sold
Brand Experience
2023
WINDOW SCENE
WINDOW ran for the first time with no hall to run in — three evenings, the same invitation-only audience, and a format that turned out to be a set of decisions rather than a kind of room.
- 3rd edition
- Three evenings, after dark
- No hall, no roof
Brand Experience
2021
WINDOW GARDEN
79% of exhibitors acquired clients they could not have reached any other way. That is not event ROI — it is brand infrastructure.
Experiential Marketing
2020
WINDOW DISPLAY, Tehran
The edition established the private-presentation model that the following editions were built on, and won the format recognition from Iran's building industry.
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