Soroush jewelry

Location : Tehran, Andarzgoo blv |  Area : 40 m²   |  Function : Showroom  |  Condition :  Designed & Constructed

Architectural Design Team : Kiana Rostami, Reza Eslami   |  Modeling & Rendering : Amin Rezazadeh  |  Construction : Dash Office  |  Construction Manager : Saied Dorostkar

The interior design of SOROUSH Jewelry Gallery, conceived by DASH Architects, is founded upon the principles of spatial branding and material purity. In this project, the brand’s signature purple hue is boldly employed as the primary spatial element, paired with pure white surfaces to create a striking visual contrast and a distinct identity. The horizontal division of color at a height of 90 centimeters—aligned with the product display level—directs the viewer’s focus toward the vitrines, establishing a clear and deliberate visual datum throughout the space.
Limiting the palette to two dominant tones over more than ninety percent of the environment reinforces a sense of material clarity that precisely reflects the brand’s essence. Purposeful and accent lighting enhances the brilliance of the jewelry, offering an atmosphere both luxurious and refined. Every construction detail was meticulously developed and documented to ensure precision in execution and reversibility within the leased space. The suspended fabric canopy not only improves acoustic comfort but also evokes the notion of a galaxy—one of the core metaphors of the brand’s identity. Compact in scale yet rich in meaning, SORGOUSH exemplifies how architectural design can transform brand values into a coherent spatial experience.