Hi, I'm
MARYAM
SHAHABI.
Phygital Creative Director
Architecture · 360° Brand Marketing
About Me
I don't just design spaces — I architect the sense of belonging within them.
As a Spatial-Narrative Strategist, I believe that every environment should function as an interactive sculpture — a physical touchpoint designed to move people from being passive observers to active participants.
My transition into 360° Marketing is driven by a singular mission: to bridge the gap between physical architecture and conversion-focused digital narratives. Whether through a large-scale installation or a targeted digital campaign, I create seamless phygital ecosystems where the user journey is a deliberate path toward emotional connection.
With an M.Arch in Experiential Design from Iowa State University, a decade spanning Tehran's design studios, Phoenix's healthcare architecture sector, and Brazil's brand landscape — and a publication in ACADIA — I've spent my career at the exact intersection of space, story, and human behaviour. Now channelling that full spectrum into Perth's most ambitious brand activations and creative campaigns.
How I Create
My
Approach.
Five disciplines. Every project. Every outcome.
Spatial Narrative
I design environments as interactive sculptures — transforming spaces into stories people can inhabit, feel, and remember long after they leave.
360° Marketing
I build brand ecosystems that connect physical touchpoints with digital campaigns, creating cohesive journeys across every channel and audience.
Event Production
From brief to opening night — concept, spatial design, content strategy, and execution unified into a single live activation.
Phygital Design
I dissolve the boundary between architecture and digital narrative, crafting immersive experiences that exist simultaneously in both worlds.
Creative Direction
I unify visual language, spatial identity, and brand voice into one purposeful creative system across every touchpoint and medium.
Experience
Independent Practice
Phygital Creative Director
- Delivering cross-channel brand activations for Perth-based and international clients — from campaign concept to full event production and spatial design.
- Full creative direction for Pedrazzini Joalheria's Christmas campaign in São Paulo: new brand identity, botanical installations, branded locomotive, and live street activation across two stores — driving +157% foot traffic.
- Leading 360° campaigns for Verde (Brazil): Valentine's "Toxic Love" (+30% sales), 52nd birthday event, and Christmas "Natal Verde" campaign — all spanning reels, stories, photoshoot direction, and in-store activation.
Multistudio
Architectural Designer — Healthcare & Shelter
- Designed 3D/4D BIM models for healthcare and shelter projects, achieving up to 90% increase in spatial capacity through evidence-based layout design.
- Led schematic design (SD) and design development (DD) across complex healthcare environments, balancing clinical function with human experience.
- Conceptualised interior and exterior design solutions prioritising spatial wellbeing, community belonging, and operational efficiency.
South Architect
Concept Designer & Strategic Consultant
- Spearheaded the conceptual design phase for 10+ diverse architectural and brand projects, achieving an 80% client approval and project success rate.
- Built 360° brand identities for built-environment clients — aligning spatial design with digital content strategy, narrative, and marketing communications.
- Bridged architecture and brand storytelling to produce cohesive phygital identities for commercial and mixed-use developments.
Iowa State University
M.Arch Candidate & Teaching Assistant
- M.Arch in Experiential Design — research focus: architecture as public sculpture, spatial experiences that shift inhabitants from passive observers to active participants.
- Teaching Assistant for Building Science & Technology: elevated student competency by 45% through targeted instruction in structural systems and constructability.
- Solo Exhibition, Iowa State: extensive research on the transition of individuals into artists — awarded Focus Grant for work addressing international student experience on campus.
- ACADIA 2017 publication: Hedracrete — innovative fabrication of a complex funicular polyhedral spatial system using fibre-reinforced self-compacting concrete.
Ten Group
Founder & Creative Director
- Founded and led a multidisciplinary creative and architecture firm delivering 5+ major projects with a 100% client satisfaction rate.
- Directed teams of 20+ architects, designers, and contractors — translating complex briefs into brand-aligned built outcomes across pavilions, interiors, and community installations.
- Collaborated with ZAV Architects on community design workshops for Hormuz Island; curated high-profile architecture seminars featuring international figures including Hadi Teherani.
- Designed and built Kameh City Pavilion, Mahr Palm Pavilion, and Your Cloud environmental installation — all original structural systems built to full scale.
My Knowledge Level in Design Software
My Knowledge Level in Marketing & Experience Strategy
Available for collaboration
Let's make
something
beautiful.
Whether it's a brand, a space, a campaign, or just an idea still taking shape — I'd love to hear from you.
m.shahaabiii@gmail.comSay hello →