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Mohsen Saraji – Thematic Designer and Creative Director
Designing thematic spaces, beyond mere aesthetics and architecture, requires a scientific understanding of the paths of experience, narrative, and multisensory interaction. In the design of the Mashhad Art Center, all design decisions have been made with a focus on these principles so that the space can create a complete creative ecosystem. The main goal was to create an environment where visitors and creatives can simultaneously learn, experience, play, and discover business opportunities.
Paying attention to the experience path and thematic design
In the Mashhad Art Center, each space, movement path, and each element is planned based on the principles of experience-oriented and thematic design:
Emotional experience path: Each part of the space guides the audience on an emotional and semantic journey from the moment of entry to exit. The paths and zones are coordinated with the design style, light, color, and visual and digital elements to create a multisensory experience.
Narrative and thematic convergence: All activities and spaces are connected to a central narrative. The narrative engages the visitor with learning, play, and economic interaction at the same time.
Flexibility and scalability: The space is designed to accommodate different audience groups, diverse activities, and time changes.
Key axes of the creative ecosystem
Education
Educational spaces are designed to be active and experiential learning. Workshops and classes are integrated with visual and digital elements so that the learner can acquire skills in a practical way and during the experience of the space. This approach makes education not just the transmission of content, but part of the visitor’s experiential journey.
Living
Living spaces and social interaction are part of the experience path. These spaces—cafes, lounges, and public interactive environments—are designed to encourage active presence and connection among the audience. In addition to providing comfort, these spaces provide an opportunity to engage in the central narrative and multi-sensory experiences.
Gaming
Interactive gaming and interaction are key elements for activating emotion and creativity. Games are designed to engage the audience in moments of climax and wonder, transforming the experience of the space from a mere observation to an active participation. The combination of physical, digital, and metaverse games creates greater sensory and interactive diversity.
Business
Business and networking spaces are essential for the sustainability of the creative ecosystem. These sections are designed to be synergistic with educational and gaming activities; so that creatives can present their products and services, interact with audiences, and experience economic and professional opportunities.
Convergence of Four Axes with Space Design
In the design of the Mashhad Art Center, the four axes of education, life, play, and business are not separate from each other, but are integrated and coordinated in the path of experience, zones, elements, and central narrative. This convergence has caused the audience’s presence in the space to create multiple sensory, educational, and interactive experiences at the same time, and the visitor goes beyond physical presence and enters a semantic and experiential journey.
The principles of designing thematic spaces, as applied in the Mashhad Art Center, include attention to the path of experience, multilayered narrative, multisensory parameters, flexibility, and the four axes of education, life, play, and business. This scientific approach makes the space not only beautiful and engaging, but also creates a dynamic and experience-based creative ecosystem in which creatives, audiences, and industry activists can learn, create, and participate. Simply put, the thematic design philosophy at the Mashhad Art Center is: Every space and every interaction must be simultaneously educational, experiential, entertaining, and opportunity-creating to create a comprehensive, cohesive, and sustainable experience.