Soroush Jewelry Store

Location : Tehran,Grand Bazar  |  Area : 22 m²   |  Function : Retail  |  Condition :  Designed & constructed

Principal Architects: Mojtaba Mirhosseini, Reza Eslami |  Design Team: Bahar Majlece, Saeid Dorostkar   |  Construction: Dash Office  |  Construction Manager: Hossein Mirjalali

The Soroush Jewelry Gallery, located in Tehran’s Grand Bazaar, serves as the first pilot branch of the brand and the foundation for developing its architectural and spatial identity. The design process aimed to translate the brand’s core values — elegance, trust, authenticity, and modernity — into a tangible spatial experience through a carefully structured set of visual and functional elements.

Based on the brand’s operational and experiential requirements, several key parameters guided the design: customer perception from the exterior, the unique spatial experience upon entry, internal staff workflow, product display zoning, and lighting quality. Each of these considerations was reflected in the articulation of form, proportion, and materiality within the small-scale environment.

Signature elements such as the diffused lighting above the central counter, 90 cm display vitrines, the white and violet brand color scheme, and modular display boxes were developed as repeatable design components — ensuring both spatial identity and brand recognition across future locations.

Despite its compact 22 m² footprint, the space was designed to evoke purity, precision, and focus on the product, transforming physical limitation into an opportunity for spatial clarity. Here, architecture becomes a medium of brand expression — embodying the DASH Architects philosophy of merging conceptual branding, technical refinement, and human experience into a unified, expressive design language.