Maher Store

PrizeWinner in Interior Design / Retail
Firm LocationTehran, Iran (Islamic Republic of)
CompanyHarmonic Trend [L]
Lead ArchitectAli Hamidi Moghadam
Design TeamM. Sajad Ghaderi, Yasna Izadi, Kamran Navayi, Hasan Asnavandi, Irsa Khaleghi
ClientMaher Clothing Group
Project Videohttp://

Showcase, a place for people to go through, not mannequins: Usually, mannequins placed in the showcase to attract people, and customers to the store. However, in Maher store, mannequins are not placed in a showcase and instead, people see some walkers who go through, stop or even sit in the showcase. People from outside watch those inside and those inside watch them outside. In a way, mannequins and people have taken each other place. In this design project, a social topic is addressed and a social expression, evaluation, and interpretation of mannequin-ism are done via architectural space.