فهرست مطالب
Abstract
International exhibitions, as multifaceted platforms for global communication, provide an unparalleled opportunity to introduce and promote national and religious cultures in the international arena. Meanwhile, the Islamic Republic of Iran, with its rich cultural and civilizational background, needs to utilize this capacity to strengthen its position in the international system.
This article, using a descriptive-analytical method and focusing on the principles of exhibition booth design , examines the role of booth construction in promoting Iranian-Islamic culture. The findings show that exhibition booth construction, not only as a visual medium, but also as a strategic tool in cultural diplomacy, is able to represent Iranian-Islamic identity at the global level by combining traditional and modern elements. This research emphasizes the need for comprehensive planning and the use of modern technologies in booth construction by analyzing successful examples and providing practical solutions.
Introduction
Booth-building media – Seyyed Mehdi Najafi – In the current multipolar world, cultural diplomacy has become one of the most effective tools of soft power. Countries use the capacity of culture and art as a common human language to establish their position in the international system. The Islamic Republic of Iran, with its two wings of Iranian and Islamic identity , is, on the one hand, the heir to a civilization that is several thousand years old and, on the other, the standard-bearer of Islamic values.
International exhibitions, as a showcase of this dual identity, can play a pivotal role in conveying cultural messages, strengthening the national image, and attracting global audiences.
In the meantime, exhibition booth construction , as a visual language , goes beyond introducing products to reconstruct cultural narratives and redefine national identity. This article aims to explain the importance of promoting Iranian-Islamic culture in international exhibitions and analyze the role of booth construction in this process, examining the theoretical and practical dimensions of this issue.
Iranian-Islamic Culture in International Exhibitions
1. Iranian-Islamic Culture: From Historical Identity to the Necessity of International Propaganda
1-1. Background and components of Iranian-Islamic culture
- Iranian civilization: includes elements such as architecture (dome, porch, Islamic motifs), literature (poetry by Hafez and Saadi), traditional arts (miniatures, inlay work), and the philosophy of enlightenment.
- Islamic components: Emphasis on values such as justice, piety, hospitality, unity in diversity, and arts based on Sharia (Quranic calligraphy, mosque architecture).
- Unique combination: The coexistence of pre-Islamic elements (Nowruz, Shahnameh) with Islamic teachings, creating a unique identity.
1-2. Why international advertising?
- Countering the Western cultural onslaught and distorted narratives of Iran.
- Strengthening public diplomacy and creating mutual understanding between nations.
- Attracting cultural tourists and developing the creative economy.
Iranian-Islamic Culture in International Exhibitions
2. International exhibitions: a platform for dialogue between civilizations
2.1. Functions of international exhibitions
- Economic function: introducing products and attracting investment.
- Political function: Strengthening diplomatic relations.
- Cultural function: exchange of values, indirect education, and changing perceptions.
2.2. Exhibition as an interactive space
- Creating a multi- sensory experience through the combination of image, sound, light, and spatial design.
- Using storytelling to convey complex cultural concepts.
Iranian-Islamic Culture in International Exhibitions
3. Exhibition Stand Design: From Aesthetics to Cultural Strategy
3-1. Principles of designing cultural pavilions
- Symbolic architecture: Use of Iranian-Islamic architectural elements (dome, central courtyard, fountain) in the pavilion structure.
- Visual Arts: Using calligraphy, painting, and crafts as narrative walls.
- New technologies: Augmented reality (AR) for virtual displays of historical monuments, interactive holograms.
- Live interaction: holding calligraphy workshops, performing traditional music, and cooking local dishes.
3-2. Case Studies
- Expo 2020 Dubai: The Iranian pavilion, combining Yazd wind chimes and LED technology , took visitors on a journey from the Ilam civilization to the space age.
- Frankfurt Book Fair: Using Sasanian motifs in the design of the booth and introducing Islamic manuscripts.
3.3. Design Challenges
- Balance between tradition and modernity: Avoiding stereotyping (for example, focusing solely on ancient elements and ignoring contemporary Iran).
- Intercultural sensitivities: Avoiding potentially divisive symbols in multi-religious societies.
4. Practical strategies for optimizing booth construction
1. Form a multidisciplinary team: Collaborate with historians, artists, industrial designers, and technology experts.
2. Audience analysis: Design to suit the cultural tastes of the host country (e.g., emphasize philosophy and mysticism in European exhibitions).
3. Use feedback data: Survey visitors to assess the impact of the message.
4. Integrate digital diplomacy: Live stream the booth ceremony on global social networks.
5. Conclusion
Building an exhibition stand in promoting Iranian-Islamic culture is more than just an advertising activity; it is an identity-building project . Success in this field requires creating engaging narratives, utilizing up-to-date technologies, and a deep understanding of the mindset of a global audience . With long-term planning and investing in training specialized personnel, Iran can establish its position as a bridge between Eastern and Western civilizations.