The Intersection of Storytelling and Sensory Immersion: A Conversation with Sima Ahvaz
In the latest episode of Cozy Corner with Hossein Nasiri, the spotlight turned to Sima Ahvaz, a visionary in conceptual design and event branding. Her unique approach, rooted in storytelling and sensory engagement, transcends traditional event planning, blending art, culture, and branding to craft immersive experiences. Through her innovative projects, Sima not only tells stories but also creates moments that resonate deeply with audiences, leaving a lasting impression.
The Journey of a Storyteller
Sima’s professional path has been anything but linear, beginning in graphic design before transitioning to branding and, ultimately, conceptual event design. Her creative journey reflects a commitment to exploring new ways to connect with audiences. For Sima, every project is an opportunity to weave a narrative that captures the essence of a brand and translates it into an experience that engages all five senses.
“Creativity is a collage of our minds, and ideation blossoms from within stories,” Sima explains. This philosophy underscores her work, where the process begins with deep introspection and research. She delves into a brand’s personality, values, and competitive advantages, asking essential questions to uncover its unique story. Why does this product exist? Who is it for? What makes it stand out? The answers to these questions form the foundation of her designs, guiding her in creating events that are not only memorable but also meaningful.
The Art of Mood Boarding
Central to Sima’s creative process is the use of mood boards, a tool that allows her to translate abstract ideas into tangible visuals. Mood boards serve as a bridge between her imagination and the real world, helping her convey the aesthetic and emotional tone of a project to collaborators.
“I make it visual,” she says. “I search, watch films, listen to music, and explore images that align with the concept forming in my mind.” For Sima, mood boards are more than a planning tool—they are a way of crystallizing her vision. From costumes to makeup, lighting, and stage design, every element of her events is meticulously planned and brought to life through this process.
One striking example of her use of mood boards is her work on the Hairtamin launch in Iran. The product’s promise of promoting rapid hair growth inspired Sima to create a fantasy world filled with alchemists and surreal visuals. Through mood boards, she outlined the costumes, makeup, and stage settings, ensuring that every detail reinforced the brand’s narrative. This attention to detail transformed the event into a theatrical experience, captivating attendees and highlighting the product’s unique qualities.
Storytelling as the Core
At the heart of Sima’s work is a deep-seated belief in the power of storytelling. For her, storytelling is not just a method—it is the essence of creativity. “People don’t just buy a product; they buy an experience,” she emphasizes. This idea drives her to create events that go beyond showcasing a product, turning them into immersive journeys that evoke emotions and forge connections.
Sima’s storytelling is heavily influenced by her fascination with history and culture. Drawing inspiration from Iranian art and mythology, she weaves these elements into her designs, creating narratives that are both rooted in tradition and resonant with contemporary audiences. Her adaptation of Attar’s The Conference of the Birds is a prime example. Through interactive theater, Sima brought this mystical tale to life, inviting audiences to journey through its seven valleys of love. By blending ancient stories with modern performance techniques, she not only celebrated Iranian literature but also made it accessible to new generations.
Sensory Engagement: The Five-Sense Philosophy
Sima’s events are characterized by their multisensory nature, engaging sight, sound, touch, taste, and smell to create unforgettable experiences. She believes that sensory immersion is key to forging a deep connection with audiences. From the customized refreshments at her Pepe Jeans event to the surreal costumes and music in her Hairtamin launch, every detail is designed to stimulate the senses.
“Branding is the science of emotions,” Sima explains. This philosophy guides her in crafting events that evoke feelings and leave a lasting impact. By engaging the senses, she creates a holistic experience that resonates on both a conscious and subconscious level, ensuring that the audience remembers not just the event but the emotions it inspired.
Her project Sense of Iran exemplifies this approach. By transforming Iranian cities into sensory experiences, Sima highlighted their unique tastes, smells, and textures, offering a fresh perspective on Iran’s cultural and artistic heritage. This project not only celebrated the richness of Iranian culture but also invited audiences to explore it through a new lens, fostering a deeper appreciation for its history and significance.
A Historical Lens on Modern Design
Sima’s love for history is evident in her work, which often draws from ancient Iranian stories and cultural motifs. Her deep connection with Persian literature and art informs her designs, allowing her to create events that are both authentic and innovative. “I see things in a very mythical way,” she shares. This perspective drives her to reimagine historical narratives, blending them with contemporary elements to create experiences that resonate with modern audiences.
Her fascination with history extends beyond storytelling to the visual and tactile elements of her designs. Whether it’s incorporating traditional Iranian patterns into modern aesthetics or drawing inspiration from ancient artifacts, Sima’s work bridges the gap between the past and the present. This approach not only preserves cultural heritage but also redefines it, making it relevant for today’s world.
Creating Immersive Worlds
For Sima, an event is not just an experience—it is a world unto itself. Her ability to create immersive environments stems from her background in graphic design and branding, which taught her to think in terms of both form and function. This dual perspective allows her to design events that are not only visually stunning but also strategically aligned with a brand’s identity.
Her work often incorporates elements of theater, music, and performance art, transforming events into productions that rival stage shows in their complexity and artistry. “I’m bringing branding into theater, into people’s lives,” she says. By blending these mediums, Sima creates experiences that are as emotionally engaging as they are visually compelling.
One of her most ambitious projects, the interactive adaptation of The Conference of the Birds, exemplifies this approach. By integrating video mapping, custom music, and avant-garde costumes, Sima created a theatrical experience that invited audiences to step into the story. This level of immersion not only engaged attendees but also deepened their connection to the narrative, ensuring that the story stayed with them long after the event ended.
Personal Projects: A Legacy in the Making
While Sima’s commissioned work is impressive, her personal projects reveal a deeper mission: to preserve and celebrate Iranian culture through art and storytelling. Initiatives like Sense of Iran and Sense of Art reflect her commitment to modernizing and sharing Iranian heritage with a global audience. These projects go beyond branding to explore themes of identity, history, and cultural preservation.
“My mission is that historical dimension,” Sima explains. This mission drives her to explore new ways of narrating Iranian stories, blending traditional elements with contemporary techniques. Whether it’s through interactive theater or conceptual branding, her work reflects a profound respect for the past and a visionary outlook for the future.
The Impact of Emotional Branding
Sima’s philosophy of emotional branding underscores all her work. She believes that a brand’s success lies in its ability to connect with audiences on an emotional level. By telling stories that resonate with people’s values and aspirations, Sima creates events that are not just memorable but transformative.
This approach is evident in her work with brands like Pepe Jeans, Hairtamin, and Dorsa. Through these projects, she has demonstrated how storytelling and sensory engagement can elevate branding to an art form, turning events into powerful expressions of a brand’s identity.
Conclusion: Bridging the Past and Present
Sima Ahvaz’s work exemplifies the transformative power of storytelling and sensory engagement. By blending art, branding, and cultural heritage, she creates experiences that are both impactful and deeply resonant. Her innovative approach not only elevates brands but also fosters a deeper appreciation for Iranian culture, making her a true innovator in her field.
Through her projects, Sima continues to push the boundaries of creativity, proving that art and branding are not just compatible but inseparable. Her vision, rooted in authenticity and emotion, offers a blueprint for how stories can connect us—to each other, to our heritage, and to the brands that shape our lives.
