V/A/A/J PLATFORM
Vaaj is a physical and digital platform dedicated to showcasing and selling products crafted by Iranian designers. Situated in a 70-square-meter basement in the heart of the city, this project was launched in 2021 with a budget of less than 70 million IRR. The platform’s scope of activities spans from retail to hosting exhibitions and private events, intentionally blurring the lines between a store and a gallery. Key challenges for Vaaj include navigating a volatile market, enduring economic recession, and operating within the constraints of a rental space.
In response to these challenges and the project’s temporary nature, the primary strategy shifted from focusing on the existing surfaces to the objects within the space. Vaaj is engaged in the creation and adaptation of space around its objects in various settings and conditions. These objects are prominent, mobile and cost-effective, designed to fulfill the project’s diverse needs. Thanks to the flexibility of the core concept, new objects can be added to Vaaj’s collection over time as new requirements emerge. The ease of transporting these objects enables their use across different spaces and events, liberating the project from the limitations of its rented premises.
Designed according to the characteristics and display requirements of the products, the objects take on different forms and dimensions, each mounted on wheels to allow easy movement and reconfiguration within the space. The geometry and function of each object are shaped by the product it accommodates, incorporating various display, storage, and presentation elements within or around its body. Rather than serving as fixed fixtures, these objects actively participate in the spatial organization of the project, defining different modes of display and interaction while enabling multiple spatial arrangements. Their mobility allows the space to continuously adapt to different products, exhibitions, and events, maintaining the flexibility that lies at the core of Vaaj’s architectural approach and supporting its evolving program over time.
