Designing the future

Tarahan Faradid Dina, retail experience artisans from Iran

Tehran’s own retail experts usher in a new age of interior design quality

Gholam Reza Alikhani, Managing Director of Dina Group at the International Star for Leaderhip in Quality Convention in Paris 2016.

Tehran, Iran’s capital and largest city, is about to get a lot busier. Already one of the world’s greatest and most historic cities, the lifting of international sanctions from the West has set the table for a period of advanced economic development to begin immediately in the city of over 8 million people. While the country has traditionally been reliant on exports of minerals and petroleum products, the increase in international participation will no doubt serve to further diversify the Iranian economy. This will lead to great opportunities, and great change, for the people. One of the first things to change, and indeed something that has already been changing, is the way that Iranians enact and think about the retail experience.

For the most part, Iranians shop in wholesale stores or traditional markets, meaning it can take hours, or even multiple trips, to get everything one needs. But due to this fragmentation, Iranians are beginning to value convenience more and more. Supermarkets and hypermarkets are currently the fastest growing segment in the Iranian retail industry, with new stores opening all the time. Soon, local owner-operators will be competing with foreign grocery brands such as Carrefour and Aldi, increasing the need for well-designed retail experiences.

The leader in doing precisely this—designing the food retail experience—is Tarahan Faradid Dina, of Dina Design Company in Tehran. This firm has completed countless projects in the food retail design arena, creating alluring and functional designs for hypermarkets, supermarkets, bread stores, coffee shops, and more. It has also crafted interiors for other kinds of stores, such as technology and computer retailers. Its modern and beautiful designs create interior spaces that welcome customers and lead them to the products they are looking for, all while maintaining the elegance expected by discerning shoppers.

Gholam Reza Alikhani, Managing Director of Dina Group with the International Star for Leaderhip in Quality Award.

Tarahan Faradid Dina provides and sources its own equipment, so that business-owners who work with the firm need not find their own shelving, refrigeration units, tables, and other such pieces. And the variety of its products means that it can create a space in any aesthetic that the client desires, including chromium-filled space-age spaces defined by clean lines and ample, bright lighting, or more naturalistic rustic approaches that highlight the materials, such as wood and cork, in their natural states.

Iran has long been an influential capital of arts, academics, science, and culture, and its architectural heritage is one of the deepest in the Middle East. Arising from the rich traditions of its nation, Tarahan Fardid Dina is an innovative and forward-looking group of the best design minds in the country, one that will continue to inspire, delight, and move the industry forward for years to come. It is with this in mind that Business Initiative Directions has singled out Tarahan Faradid Dina to be a recipient of its prestigious BID International Quality Award, which honors organizations, institutions, and businesses that highlight the power of quality culture worldwide.


BID is a private and independent organization founded in 1984, whose primary activity is business communication orientated towards quality, excellence and innovation in management. A leader in the broadcasting of Quality Culture, BID recognizes those companies and organizations which lead the most important activities in the business world, and is considered the founding organization in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries. The trophy symbolizes a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organization and awareness of the achievements of the company at an international level. Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award. Especially meritorious candidates may also be nominated. The International BID Quality Award Selection Committee then chooses the winning companies who will receive the award in New York, Paris, Geneva, Frankfurt, Madrid and London.

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