Students from the American University in Dubai (AUD), led by Dr. Poupak Parvaresh, Assistant Professor of Interior Design, embarked on an exciting design challenge in collaboration with Steelcase to reinvent the iconic Steelcase showroom. Known for its signature spiral staircase leading to the mezzanine, the showroom provided the perfect canvas for students to infuse their creative visions within its spatial confines.

Claudia Rus, Business Development Manager at Steelcase, set the stage for the competition, emphasizing the company's commitment to understanding human behavior and crafting spaces that bridge the gap between reality and an ideal experience. The evaluation process, guided by three key criteria—sensory journey, memoryscape, and sparking human interaction—echoed Steelcase's dedication to enhancing overall well-being and productivity.

Dr. Poupak Parvaresh encouraged students to blend Middle Eastern history, colors, patterns, and narratives with contemporary design trends. This approach aimed to fuse the classic with the modern, enriching the design process and resonating with cultural nuances while remaining relevant in today's design landscape.

The student showcase unveiled five remarkable projects, each offering a unique perspective on the future of the Steelcase showroom. Thasneem Abuthahir embraced futurism with VR screens and interactive technology, while Lina Hassan prioritized human-centric design. Haneen Kilany aimed to engage the senses, Farah El Sayed brought a Middle Eastern flair, and Cud Kayali married tactility with technology.

The students' dedication shone through in their meticulously crafted presentation sheets, showcasing the most compelling aspects of their proposals. The showcase underscored the diversity of perspectives and innovative solutions, presenting a challenge for the judging panel.

This collaboration between AUD and Steelcase serves as a testament to the transformative potential of industry-academic partnerships in nurturing the next generation of designers and pushing the boundaries of spatial innovation.