Over the past few years, the world of retail has taken an interesting turn. More and more e-commerce platforms are stepping into the physical realm. Digikala, a major player in Iran’s e-commerce scene, with over 40 million visitors each month, is no stranger to this shift. They operate the largest fulfillment center in the Middle East, processing a staggering 300,000 orders daily. But despite their dominance online, only 5% of mobile phone sales in Iran happen digitally. This urged Digikala to team up with Marz Design and Architecture Studio to open its very first physical store, the Digikala Flagship Store, taking their brand into uncharted territory.
The Architecture of Digikala Flagship Store
The driving questions behind Marz Design and Architecture Studio’s vision were: how can the ease and convenience of online shopping be brought to life in a physical store? And what could a brick-and-mortar Digikala offer that the digital version couldn’t? The goal was to create something more than just another shop, it had to be an experience. A place where customers weren’t just shopping but actively participating in the process. The idea was to turn sales staff into guides and the customer journey into something much more engaging.
The store’s layout is all about organic flow. It’s designed around a spiral shape, with product stands arranged in elliptical spaces. This approach creates a sense of movement, tying together areas that were previously divided by technical constraints. The materials play a key role in the atmosphere: the bright, textured ceiling contrasts beautifully with the dark, smoky gray micro-cement used on the floor, walls, and product stands. This contrast brings a sense of depth and character to the space.
Building the store involved blending traditional craftsmanship with cutting-edge digital fabrication techniques. For example, the smooth curves of the ceiling were achieved by using plastic pipes to perfect the shape, while curved trowels were employed to get the desired finish. This mix of methods allowed for both precision and artistry in the final result.
Interactive Design Elements
Experience Portals
The design incorporates ceiling-mounted arches and cylinders that define distinct “portals” within the store, creating unique spaces for reflection and interaction. Aiming to spark curiosity and the sense of exploration, these portals are carefully positioned to invite customers into hidden areas of the store. Each portal offers a specialized, immersive experience that adds to the store’s overall atmosphere and immersive experience.
The Sound Portal allows visitors to experience music that adapts to the environment, using speakers and headsets to create a synchronized atmosphere. In the Game Portal, the lighting and colors shift to match the action in console and VR games, immersing players in the experience. Lastly, the Mobile Portal features interactive stations where customers can explore and compare phones, with video projectors providing detailed insights into each device.
Browsing Space
The browsing space of the store is a 54-meter spiral path that leads visitors through an immersive shopping experience. This layout isn’t just about moving from one product to the next, it creates a natural flow, guiding customers through different sections of the store. Along the way, there are spaces for customer service, seating areas for taking a break, and carefully arranged product displays. The spiral design accommodates around 70 products, all showcased on sleek, circular stands. Lighting is used strategically to highlight key items and create a dynamic feel as visitors navigate the space. At the center of the spiral, a prominent stand serves as a focal point, drawing attention to special products or promotions.
The Gallery
Digikala’s Flagship Store store is located in a bustling public area, so the idea for the entrance is to create a gallery that really stands out. This gallery serves as a bridge between the store and the Royal Shopping Center, with eye-catching cylindrical portals and LED screens showcasing digital art. The gallery also hosts events and brand launches, offering a platform where commerce and culture can intersect. It’s a unique blend of art, information, and advertising. The gallery becomes a versatile space that goes beyond the usual shopping experience.
Project Name: Digikala Flagship Store
Built Area: 400m2
Location: Tehran, Iran
Client: Digikala
Design Company: Marz Design and Architecture
Principal Architect: Hooman Talebi
Project Architect: Mehrnaz Zarrin, Farshad Nasiri
Design Team: Mona Hejazi, Mohsen Hojati
Contractor: Momken Studio
Software Used: Rhinoceros3D, Grasshopper3D, Autodesk AutoCAD, Autodesk 3Ds Max, Vray, Enscape
Photography: Deed Studio (Interior) – Arman ShahMohammad (Exterior)
Year: 2024
Technical Consultant: Ali Merati
Construction Detail designer: 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
