AW Ninth Home Competition
A selective competition that reframed contemporary housing in Tehran through market positioning, user experience, and a precise architectural brief.
Project context & question
AW Group wanted to rethink contemporary housing typologies in Tehran. The task was to define what the project should achieve for residents and the market before asking architects to design it.
RootPlat intervention
RootPlat developed the project strategy, authored the architectural brief, selected and coordinated the competition process, and acted as the strategic interface between the client, invited architects, planning advisor, and jury.
Strategic approach
The brief framed the challenge around user experience and market positioning rather than generic housing assumptions. The same criteria guided the invited teams and enabled a rigorous, comparable jury process.
What we delivered
- Project strategy and problem statement
- Architectural competition brief
- Invited-team and jury coordination
- Evaluation framework
- Competition documentation and publication material
Project outcome
The client received four developed architectural responses evaluated against a shared strategic brief, with PAAD Architects selected and USE Studio highly recommended.
Services
Architectural Competitions & Design Challenges
Designing and managing high-impact competitions with precision, transparency, imagination, and professional credibility.
Service02Design Brief Development
A strategic brief that defines the problem, ambition, constraints, audiences, program, economic logic, and evaluation criteria of a project.
Service03Publication & Knowledge Production
Turning projects, competitions, research, and professional conversations into books, reports, essays, and analytical documents.
Service04Marketing & Communication Strategy
Designing market-aligned communication channels, content systems, and integrated messaging for spatial brands and projects.
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