spiral pathways define cylindrical forms in digikala tehran flagship store's fluid interior

MARZ infuses brick-and-mortar store in Tehran with fluidity

The Digikala flagship store in Tehran, by MARZ Architecture and Design, represents the company’s first foray into physical retail. The design team reimagines the traditional brick-and-mortar store by integrating key design elements that create a fluid, immersive customer experience. A spiral configuration of product stands organizes the space, while elliptical arches and cylindrical forms in the ceiling shape interactive moments. The contrast between the light, grainy-textured ceiling, and dark micro-cement floors and stands enhances the visual depth and movement throughout the store. This design intertwines digital fabrication with traditional craftsmanship, offering an environment that encourages exploration.

all images by Deedstudio, courtesy of MARZ Architecture and Design, unless stated otherwise

zones in Digikala flagship store enhance product interaction

MARZ Architecture and Design incorporates several unique Experience Portals into the layout, redefining customer engagement. These include the Sound Portal, which uses Audio Reactive technology to sync music with the Digikala flagship store‘s atmosphere; the Game Portal, where VR and gaming consoles adjust spatial dynamics to match the virtual experience; and the Mobile Portal, featuring interactive stations that let visitors compare mobile phones using video projections. A 54-meter spiral anchors the browsing space, allowing visitors to move through displays of around 70 products while engaging with distinct stands and seating areas. In the center, a large circular stand draws attention to special items, further elevating the experience. The Iranian firm also includes a gallery that links the store to the larger Royal Shopping Center. This space, defined by LED walls and digital art displays, serves as a versatile platform for events, brand launches, and collaborations with artists, blending commerce with culture.

the Digikala flagship store in Tehran, by MARZ, represents the company’s first foray into physical retail

by integrating key design elements, the team reimagines the traditional brick-and-mortar store

creating a fluid, immersive customer experience

these immersive zones enhance product interaction

a spiral configuration of product stands organizes the space

the contrast between the light ceiling and dark floors and stands enhances the visual depth

this design combines digital fabrication with traditional craftsmanship

offering an environment that encourages exploration | image by Arman ShahMohammad

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the spatial duality between the ceiling and the floor creates experience portals and browsing zones

configuration of product stands and elliptical spaces on varying axes by MARZ

section by MARZ

reflected ceiling plan

project info:

name: Digikala Flagship Store
architect: MARZ Architecture and Design
location: Tehran, Iran
principal architect: Hooman Talebi
project architect: Mehrnaz Zarrin, Farshad Nasiri
design team: Mona Hejazi, Mohsen Hojati
technical consultant: Ali Merati
contractor: Momken Studio | Meysam Feizi
structural consultant: Afshin Masoudi
mechanical consultant: Farnood Ayeendar
electrical consultant: Tico
lighting consultant: Pars Idea Stack
technology consultant: Eqsci
environmental graphic: Address Agency
photography: Deedstudio | @deedstudio (interior), Arman ShahMohammad (exterior)

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edited by: thomai tsimpou | designboom