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Physical Experience Coordination: Designing Multi-Sensory User Journeys




I’ve spent most of my career in the exhibition industry, a field that creates unique face‑to‑face platforms for business development, knowledge exchange, and market insight. Exhibitions support a wide range of sectors, from product launches and networking to tourism, technology, government initiatives, and SME growth.

From my perspective, the exhibition industry is a physical expression of product, UX, and UI design. It transforms ideas into immersive 3D experiences built around user‑centered methods, clear goals, and intentional interaction. Viewing exhibitions as temporary products, complete with information architecture, visual design, and user journeys, strengthens a designer’s ability to empathize with real users, craft multi‑sensory storytelling, observe behavior, and manage complex stakeholder relationships. This interdisciplinary experience directly enhances the design of digital products.

My work in this industry spans both design and organization, and below are some examples of my contributions to this dynamic field.

Spatial Information Architecture & Booth Design

My primary role was to act as the crucial link between the client’s vision and our designers’ execution. I focused keenly on dissecting client needs, understanding their brand ethos, and clarifying their return on investment goals. This ensured that every project we labeled under 'Exhibition Design and Decoration' wasn't just aesthetically pleasing, but strategically sound, delivering a final product that perfectly aligned with client expectations and drove measurable engagement on the trade show floor.

Booth Design 1
Booth Design 2
Booth Design 3
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[digital project] image of a graphic design displayed on a magazine page (for a graphic design studio)
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[interface] close-up of the ai legal tech company's software interface
[digital project]
[digital project] image of past client project in a magazine (ai developer tools)
[background image] image of a digital display screen with marketing visuals (for an ai marketing tech company)
[background image] image of a digital display screen with marketing visuals (for an ai marketing tech company)
image of branding materials (for a graphic design studio)
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Empathy is the foundation to create meaningful exhibition experiences.
Overseeing Every Stage of the Trade Show Lifecycle

Trade Show Organization

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I've spent over a decade as the architect behind major B2B exhibitions, transforming raw ideas into premier international platforms that accelerate technology, investment, and collaboration. My journey began at MIEC and continued through BRP, providing me with comprehensive, hands-on experience across the entire event lifecycle , from strategic planning and budget oversight to end-to-end logistics and on-site execution.

I approach every event as a holistic, human-centered experience , leveraging Design Thinking and UX principles  to manage complex operations. This strategic lens allows me to do more than just oversee budget and vendor management ; it empowers me to develop data-driven field marketing strategies that successfully drive measurable community engagement and pipeline growth.

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Key Strategic Achievements at BRP

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image of space transportation service [interface]
My leadership resulted in scaling BRP into a premier international platform, setting national precedents and establishing high-value global partnerships.

The resulting measurable impact across specialized technology sectors included:

  • Pioneered Live Agricultural Event: Launched Iran Field Days 2017 in collaboration with global partners, DLG and IFWexpo establishing the nation’s first-ever live demonstration agricultural event in an 8-hectare open-area field. This inaugural event attracted 3,000 leading farmers, 35 domestic and international exhibitors.
  • Established Tech-Focused Platforms: Founded and scaled iFarm Expo, Iran’s first and most important event for greenhouse and horticulture technology, highlighting the crucial role of farm management technology in transforming agricultural practices.
  • Spearheaded Major Industry Shows: I also spearheaded major trade shows such as iPEL Show, iFood Expo, IPAP, Pacprocess, iMED Expo, and iCBUILD , covering innovation in livestock, poultry, aquaculture, veterinary science, food, food processing, printing, packaging, healthcare, medical technology, building, and construction.
  • Secured International Partnerships: Organized IPAP and pacprocess Tehran in a joint venture with global leader Messe Düsseldorf in 2017, effectively bringing the concepts of drupa and interpack to the region.
  • Orchestrated Cross-Border Market Entry: Managed and executed the participation of numerous international trade delegations in various domestic exhibitions, and successfully organized national pavilions for Iranian industries in key target countries such Germany, China, Iraq and Qatar. This required expert logistical planning, diplomatic coordination, and market entry strategy execution.
  • Forged Multi-Sector Ecosystem Alignment: Developed and managed cooperation agreements with dozens of domestic and international associations, industry unions, and government bodies like Ministry of Industry, Mine and Trade, Iran Food Machinery Manufacturers Association (IFMMA) and VDMA Germany. This achievement was built on a deep understanding of stakeholder journey mapping and value exchange design, ensuring alignment and shared growth across the entire industry ecosystem.
  • Revived Industry Programs: Successfully re-launched the Iranian Holstein Cattle Show after an eighteen-year hiatus, demonstrating high-impact program revival and successful stakeholder engagement.
    • [interface] screenshot of collaboration interface (for a productivity tools business)
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    Connecting the Value Chain

    The BRP Philosophy: Designing the Seamless Journey, From Field to Home

    Showcase of Visual Communication (Individual Projects)

    I believe the first touchpoint is the most critical. Before a user steps onto the show floor or clicks a link, the visual communication acts as the opening line, capturing attention and communicating the promise.

    This curated design collection showcases some of the professional visuals for digital, print, and real-world platforms, designed entirely by me. This work proves my ability to translate strategic goals and brand identity into clear, high-impact assets that drive memorable audience interaction.

    wood expo

    Creative Direction & Award-Winning Leadership

    Some of the visual projects brought to life through collaboration were designed by a team of creatives under my direction while I was working at MIEC (Mashhad International Exhibition Center) and BRP. This work ensured consistency and high-quality results across digital and print platforms during my professional tenure there.

    National & International Recognition

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    UFI International Award (MIEC)
    ‍    Our posters for Iran Water 2011 and Iran Electro Water Expo 2013 were winners in the annual international fair poster competition, held by UFI, The Global Association of the Exhibition Industry. This result made MIEC the first exhibition center in Iran to achieve this distinction, a record that stands to this day.

    ‍National Iranian Poster Festival (BRP)
    ‍    Separately, a poster for iPACKPRINT 2023 created for BRP achieved top national recognition, being named one of the best 7 posters selected from a highly competitive field of 186 entries in the National Iranian Exhibition Poster Festival.

    Logo Gallery – Crafted Identities

    One of my favorite pursuits is engaging in the design of identities, bringing something to life, making it memorable, and giving it a tangible presence. A logo is more than a mark; it is a window into the world of imagination.
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    Here are some of my crafted logos, representing work gathered over a decade.

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    IPAP Expo

    The IPAP Expo in Tehran unites printing and packaging professionals to explore machinery, materials, and tech in Iran's market.

    [interface] screenshot of collaboration interface (for a productivity tools business)

    iFood Expo

    The iFood Expo is an international exhibition focused on the food and food processing industries, including beverages and dairy products.

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    FPI

    FPI serves as a dedicated showcase for manufacturers, suppliers, and solutions related to the flexible packaging industry in Iran and the broader Middle East.

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    BRP Co.

    BRP Co. is a leading international exhibition organizer, dedicated to connecting global enterprises with local markets across key industries.

    image of studio setting (for a game development company)

    iPEL SHOW

    The iPEL SHOW (International Exhibition of Livestock, Poultry, Aquaculture, Veterinary Medicine, and Related Industries) is a series of trade fairs in Iran held in key hubs like Mashhad and Isfahan.

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    IEE TEHRAN

    IEE is a trade show showcasing the latest in consumer electronics, home appliances, and technology—bringing innovators, professionals, and consumers together to shape the future.

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    Fardis Exhibition Service

    Fardis delivers end-to-end exhibition solutions—from logistics and design to on-site support—creating impactful client presence.

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    IRSA

    Irsa is an Iranian exhibition organizer that coordinates venue logistics, marketing, and overall execution for various trade events in Iran.

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    Iran Hotel Show

    The Iran Hotel Show is a hospitality trade fair that connects professionals with the latest hotel, restaurant, and catering equipment and services in Iran.

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    Expo Design

    Expo Design designs and builds innovative trade show booths, transforming brand visions into engaging spaces while managing logistics and ensuring seamless execution.

    image of studio setting (for a game development company)

    iCBUILD

    iCBUILD serves as one of the largest events for the construction industry in southern Iran, bringing together builders, developers, engineers, architects, and suppliers.

    image of studio setting (for a game development company)

    iFarm Expo

    iFarm serves as a comprehensive event for the entire agricultural value chain, including horticulture, greenhouses, machinery, irrigation systems, and related inputs like seeds, fertilizers, and pesticides.

    image of studio setting (for a game development company)

    iMED Expo

    iMED Expo is an international exhibition for medical, dental, lab, and hospital equipment—connecting professionals, showcasing technology, and promoting regional health tourism.

    image of studio setting (for a game development company)

    Ad Expo

    Ad Expo unites agencies, media, print, and tech to showcase innovations, network, and build business relationships in Shiraz’s advertising market.

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    iCarton

    The iCarton section is a collaborative effort with partners like the Iranian Cartons Packaging Manufacturer Association, aiming to bring together industry professionals to explore the latest innovations and business opportunities in rigid and semi-rigid packaging solutions.

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    Layout: A high-quality printed album designed to showcase artworks.

    Shirin Babazadeh, a distinguished Iranian painter, creates evocative works that weave mythology and ontology together, enriched with vivid colors and symbolic motifs drawn from Persian heritage.

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    Layout: Editorial Design for a Scientific Magazine

    This scientific magazine presents articles across disciplines, from the mysteries of astronomy to advances in medicine.

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    Layout: IPAP & pacprocess Branding Brochure

    IPAP & pacprocess is recognized as a premier B2B exhibition for Printing, Packaging, and Processing, distinguished by its international reach and strategic position within Iran.

    Now, See the Digital Architecture

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    My expertise spans both real-world spatial events and digital products. Explore how I apply strategic planning, design, and execution principles to architect successful platforms and user experiences.

    → Explore Digital Experience Design