For Primo at Retail Show 2024 – Tehran International Exhibition Center, Arvid designed and executed a 162 sqm three-sided open stand conceived as a fluid and immersive spatial experience—redefining the boundary between display, interaction, and brand presence. With three active facades, the stand achieved maximum permeability and visual exposure. The spatial organization was structured around open circulation axes, volumetric hierarchy, and rhythmic surfaces to establish a strong and memorable presence for both domestic and international audiences. Carefully selected materials, layered lighting, and precisely controlled detailing elevated the brand’s premium positioning. Clear zoning between product presentation, direct engagement, and business meetings ensured both functional efficiency and architectural refinement. This project stands as a synthesis of exhibition architecture and strategic brand expression within an open spatial framework.