Interview about Ivy Café, winner of the A' Interior Space, Retail and Exhibition Design Award 2021
Criteria such as economic efficiency, fast implementation and create a new atmosphere in town were important design challenges to consider, so focus on available resources in the project area was chosen as problem-solving approach. Assets that can meet the above demands and also improve the design quality. There are many cement block factories in this area. A modular material that can shape the project with all of the proposed criteria. Along with the pure texture and neutral color of the block, a supplement such as Ivy was chosen which plays an important role in the space vitality.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsUsing cement blocks was not intended to be provocative, but rather honest. It was a straightforward, accessible material that matched both the project’s budget and the raw identity I envisioned. Its industrial quality helped the space stand apart from typical decorative café settings, while remaining grounded and contextually relevant.
The ivy plant was chosen for its visual softness and organic rhythm, in contrast to the rigid and repetitive form of cement blocks. It added a gentle layer of life to an otherwise static structure. The contrast was intentional—to bring emotional balance and invite a sense of quiet growth within a rough, minimal framework.
Clarity in design decisions from the start helped streamline the process. Instead of aiming for excess, we focused on doing fewer things well—working with existing materials, local labor, and avoiding unnecessary detailing. That economy of means made the process efficient without compromising the core ideas behind the space.
The arrangement of the blocks varied based on the functional needs of each area. In some places, they acted as semi-transparent partitions to define boundaries; in others, they served as table or counter bases. Elsewhere, they became stands for showcasing products or shelves for displaying smaller items. This repeatability and adaptability made it possible to create diverse spatial experiences within a compact space—without relying on multiple materials or complex structures.
Constraints forced a sharper focus. Rather than searching for new materials or extravagant details, I explored repetition, rhythm, and proportion within what we already had. That led to discoveries about how subtle shifts—like light, spacing, and layering—could create richness without adding complexity or cost.
We began by identifying what was essential and eliminating anything unnecessary. Clear zoning, multi-functional elements, and consistent material use helped keep the space visually calm and physically efficient. The repetition of the block structure also helped unify the space while allowing functional variety.
It confirmed that sustainability isn’t only about certifications or new technologies. Sometimes it’s simply about using what’s available, using less, and using it well. This project reminded me that constraints can be a resource, not a limitation—especially when guided by clarity and care in execution.
This project is one example showing that working with simple and cost-effective materials doesn’t necessarily compromise quality. Of course, many designers have explored similar approaches before. But reiterating these ideas in fresh, context-sensitive ways can help strengthen their presence in the design discourse. It’s not always necessary to choose the most expensive option to stand out—sometimes, doing the opposite, with a strong concept and execution, can be even more impactful.
Easy access to cement blocks in the Mazandaran region initially presented an economic advantage, but it quickly became part of the design logic. The material has a familiar presence in the local urban fabric, and that visual familiarity helped the project draw from its context rather than trying to disguise it—offering a refreshed interpretation of something already embedded in the environment.
Biophilic elements in this project were not extensive or decorative, but minimal and intentional. The experience showed that even subtle signs of nature—when placed thoughtfully and rhythmically—can enhance a sense of connection and calm in commercial spaces, without overpowering the overall spatial narrative.
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