AlAmeed Pavilion  

A brand experience pavilion

// This project reimagines brand presence as a pavilion rather than a traditional booth design. Designed for two locations — Mecca Mall and Queen Alia International Airport; the space was entirely crafted from Papercore, a recyclable, biodegradable, and fire-resistant material.

The design explored how a single material can define not just form but experience. Papercore’s natural acoustic properties allowed for noise isolation around the coffee grinding area, while its modularity shaped a sequence of positive and negative spaces; open zones for gathering and more intimate corners for quiet moments.

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Beyond its environmental benefits, the pavilion was designed around the customer experience. It invites visitors into a calm, tactile space that reflects Al Ameed’s warmth, craft, and attention to detail by showing how sustainable materials can define not only aesthetics but emotion.