Magnetic Field (KALU2) by Hasht Architects Turns Retail into an Immersive Spatial Experience

Project Info

Project Name: Magnetic Field (KALU2)

Location: Atlas Mall, Niavaran, Tehran, Iran

Architects: Hasht Architects

Fluid geometries transform retail space into a magnetic field of motion and light

Inside Atlas Mall in Tehran’s Niavaran district, Hasht Architects presents Magnetic Field (KALU2), a retail interior that operates like an unseen current. Rather than treating the store as a static container, the architects imagine it as an active field of movement. Every line, surface and glow pulls visitors inward, allowing the space to be felt before it is understood.

Curved walls bend like invisible forces, creating continuous spatial momentum

The project takes its conceptual foundation from the behavior of magnetic forces. These forces never stand still. They ripple, bend and redirect with fluid intention. Hasht Architects translates this invisible energy into spatial form. Curved walls appear to lean toward one another. Ceilings twist as though influenced by an external pull. Pathways open and contract, creating a continuous sense of momentum as visitors move through the store.

Linear light traces guide visitors through dynamic, shifting contours

Light plays a central role in strengthening this effect. Instead of a uniform wash of illumination, the designers use calibrated gradients of brightness that rise and fade like waves. Light catches the edges of textured surfaces, then dissolves softly into shadow. This choreography of contrast gives depth to the interior, making the space feel larger than its physical footprint. It also invites people to follow the direction of the glow, guiding them from one product display to another in a natural sequence.

Materiality amplifies the concept even further. Smooth metallic finishes reflect light in diffused streaks, creating the impression of shifting vectors. Darker elements anchor the composition, grounding the motion so it never becomes overwhelming. The overall palette is restrained yet expressive. It allows the architecture to remain the primary visual presence while creating a calm backdrop for the products on display.

The sculptural entrance pulls visitors into an immersive spatial journey

One of the project’s most distinctive qualities is its sense of immersion. The design does not simply decorate the interior. It constructs a spatial environment that visitors feel with their whole body. Corners are softened so that movement becomes intuitive. The ceiling dips at certain points and rises dramatically at others, enhancing the sensation of being guided through a dynamic landscape. In moments of stillness, the space seems to hum with quiet tension, as if the magnetic field continues to operate beneath the surface.

Concentric ceiling patterns create orbital rhythms within the space

The store’s circulation reflects careful consideration. Instead of insisting on a linear sequence, the architects encourage exploration. Visitors can loop, pause or drift according to their own rhythm. Each viewpoint reveals a new gradient of light or a new shift in the geometry. The result is a sense of personal discovery, something rare in commercial interiors that often prioritise efficiency over emotion.

Magnetic Field (KALU2) stands out as a retail space that merges experiential design with architectural discipline. It elevates shopping into an encounter with form and perception. The architecture communicates through subtle movement, allowing visitors to feel drawn into the atmosphere without explicit direction.

Organic display niches emerge from flowing, liquid surfaces

Hasht Architects demonstrates how interior design can move beyond ornamentation toward environments that resonate physically and emotionally. In a dense urban mall, the store becomes a small universe with its own gravitational pull. It invites visitors to slow down, heighten their senses and experience the invisible forces that shape space in unexpected ways.

PHOTO CREDIT: Mohammad Hassan Ettefagh