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Global Soreh,
Iranian Culture

Islamic Republic of IranThe Pavilion Theme


The Concept

The Iranian people cultivate the belief that the essence of the world is based on wisdom, for this approach to its contribution to the theme "Feeding the Planet" will apply that wisdom to find reasoned solutions to this global challenge. More profound belief of the Iranian people is that humanity is "invited to the party of God on Earth," image from which it follows an attitude towards consumption summed up in the four axioms of "fairness", "charity", "contentment" and "gratitude". Sofreh is the concept of the Iranian pavilion at Expo Milano 2015, through which the blessings from God are presented to the people all around the world.

The Design of the Pavilion      

Tradition, sustainability and openness to diversity, all have been developed in Iran thanks to its strategic position as a bridge between East and West and serve as the three main themes of the concept of the Iranian pavilion designed for Expo Milano 2015.

The conceptual design of pavilion was prepared by the team led by local architect Kamran Safamanesh, the advanced first phase of architecture and interior design, was performed by Rah Shahr Architectural Consulting Engineers. The three themes are summarized by an object that conveys them all: the Sofreh, a square of fabric that identifies the set table, one of the most important objects for the culinary culture of Iran(P1).

The Pavilion's architecture is derived from this image in the form of an open structure, similar to a tent, where the inner skin is reminiscent of the traditional embroidery of the Sofreh. Its weave tells the story of the Iranian people’s food and agriculture from past to present(P2,3).
The surface gradually unfolds into a curved wall of triangular cells containing different objects on display(P4).

At the top, a mosaic of mirrors reflects and reproduces what happens below. The pavilion is divided into two distinct levels: the upper floor is devoted to exhibition space, divided according to the seven climatic regions of Iran, while the lower floor is reserved for local products and the cuisine of Iran, along with all other services required for the reception of visitors(P5,6).

Interior Design

Interaction with its architectural concept and exterior form, so that while proving loyal to the design concept, it would innovatively follow the form as well and bring about a final integrity of the interior and exterior aspects of the building. Through the interior design of Iran’s booth, an effort has been made to leave an appealing, dreamy, deep and persistent impression on visitors. In order for this objective to be realized, based on the conducted studies, first the approaches to the interior design of the booth were established and then they were followed by a definition of the spatial scenario based on a re-introduction of Iran and Iranian culture to the visitors(P7,8).


Iran’s pavilion scenario intends for this pavilion’s south-north elongation and architectural design to be expressive of the country’s territory extending from south to north with regards to the climatic and environmental classifications. Similarly, the sea-to-sea scenario starting from the Persian Gulf, ending with the Caspian Sea, the natural, environmental, cultural, lifestyle and tourism characteristics are presented to the audience through their visit in the pavilion. The pavilion owns a bedding covered in the country’s native vegetation which is suggestive of Iran’s urge for the reclamation of nature along with its implication of the concept of PARDIS in the minds of the audience. On top of this surface are placed transparent show-cases (complying with the project’s geometry) exhibiting a number of similarly-themed precious Iranian objects. Through the path of the visitors, the over-head hanging mirrors reflect sophisticated and elegant images of what goes on underneath. This is how the audience are put into an interaction with their own selves. Simultaneously the Iranian culture and lifestyle is presented to the audience through various means of technological multi-media(P9).

Iran’s pavilion aims for the presentation of the following in the present expo:
•- •Iran’s Agricultural Products and the National Power in the Field of Production and International Marketing
•- Agricultural, Livestock Innovative Measures and Technological Advancements in the Field
•- The Iranian History Regarding Food Industry in Various Cultures and Traditions of this Country
•- The Iranian Innovations in the Optimum Exploitation of Natural Blessings and Improvement of the Environmental Conditions with the aim of Minimizing Environmental Effects
•- The Existing Potentials in the Field of Exploiting Energy from Renewable Resources
•- Iran’s Tourism Attractions