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.
Client voices
All of them, unedited.
The full set, in the order they were filmed into the day rather than cut for length.
Filmed in the garden at WINDOW GARDEN, Mashhad, 2021.
Read the transcript
Regarding this exhibition, which has become known as the 'Window Garden,' in my opinion, it's a new development in holding exhibitions. It's being held in open spaces now due to the ongoing COVID-19 situation. The exhibition has been effective, especially since its visitors are entirely specialists from within Khorasan Province or those who have come from outside the province. It has been extremely fruitful because the people who visit the products also share their opinions, and their feedback is very, very important to us. Fortunately, what I'm observing at this exhibition is that there are over fifty booths. Fifty companies have participated, and it's clear that investors have shown great interest in this area and are eager to bring about changes in exhibitions. I hope that this type of exhibition continues, and we can benefit from it. Much appreciated.
Read the transcript
In previous years, we also participated in this series of Banaye Bartar in various cities, especially in Tehran. However, this exhibition, given that it is held in an open space, will likely attract special attention. And another advantage of this exhibition is that its audience consists of individuals who are directly involved in the scientific and engineering aspects of construction and its related fields. This is one of the main characteristics of this exhibition.
Read the transcript
The atmosphere is great, we're really enjoying it, and the audience base is Banaye Bartar. One of the most important aspects is that relevant specialists, or as we say, the doers, come here to visit, and the quality of the event itself is truly excellent from our perspective. Everything seems good to us.
Persian audio · English subtitles
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