Tehran Design Week — one of Iran’s most influential annual events in design, applied arts, fashion, architecture, graphic arts, and the broader creative industries — returned this year with a remarkably expanded program. Designers, artists, independent brands, and creative studios gathered across the city for a week that showcased the newest currents in Iranian design and fostered meaningful connections between industry professionals, brands, media, and audiences.
Organized with the support of Persia Furniture Industry pioneers and curated by leading designers, this year’s edition emphasized:
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presenting emerging design directions,
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creating dialogue between brands and creatives,
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introducing new approaches in product and fashion design,
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and redefining the role of “design” in everyday life.
With a broader public response and higher execution quality than previous years, the 2025 edition transformed central Tehran’s galleries, independent spaces, and creative studios into a multi-venue playground of exhibitions, workshops, experimental curation, and cross-disciplinary performances.
Among the week’s standout events, “Fashion Bites”, hosted by Maad Gallery, emerged as one of the most immersive and talked-about experiences — a performance-driven project blending design, food, fashion, and sensory storytelling into a single cohesive atmosphere.
It was within this distinctive setting that NEMOTTI — designed by Neda Motamedi — captured the attention of guests and media alike.
A Multi-Sensory Space: Atmosphere as Artistic Performance
The event space was transformed into a surreal environment shaped by washes of blue, purple, and pink light. Long drapes, neon accents, and a large multi-layered central structure created an immersive stage that felt closer to a live art performance than a traditional fashion presentation.
Staff dressed in white moved through the room in choreographed harmony, shaping the flow of the experience. Food was not merely served; it was performed — an element of the artistic narrative. Each step of the service unfolded in deliberate synchronization, accompanied by shifting lighting that amplified a sense of suspense, curiosity, and surprise.
NEMOTTI on Stage: Where Fashion, Object Design, and Experience Meet
Known for its minimal and structured design philosophy, NEMOTTI presented its signature piece at the event — the iconic bag featuring an oversized safety-pin-inspired handle. The design’s sculptural clarity and conceptual sharpness aligned seamlessly with the event’s atmosphere, making the product feel like a natural extension of the performance.
One of the evening’s most memorable moments unfolded when guests opened large steel plates set before them. Inside, they discovered a specially packaged NEMOTTI bag accompanied by a concept card designed exclusively for the event. The card read:
“For the woman who pins together order and life with grace.”
This reveal became one of the night’s most photographed and shared moments, drawing immediate attention to the brand.
Brand Identity Through Experience
For NEMOTTI, participation in Fashion Bites was more than a showcase — it was a reaffirmation of the brand’s belief that fashion extends beyond products. It lives within experiences layered with narrative, design intention, and emotional resonance.
In a setting where food, light, music, performance, and object design converged, the NEMOTTI bag transcended its role as an accessory. It became a conceptual object representing the precision, sensitivity, and contemporary aesthetic codes central to the brand’s identity.
Audience and Media Reactions
According to organizers and media coverage, the moment of unveiling the NEMOTTI bag generated some of the strongest engagement of the entire evening. Social media footage and shared images showed that NEMOTTI’s presence significantly amplified the brand’s visibility within the design and fashion community.
A Success Won Through Experience
Fashion Bites stood out as one of the most innovative and creatively executed events of this year’s Tehran Design Week — an experience that transformed guests from passive viewers into integral parts of a living artwork.
Within this artistic framework, NEMOTTI succeeded not only in capturing attention but also in forging a powerful connection between performance art and product design — a signature gesture that reflects the essence of the brand.
