Garden of Ideas

Platform09 is a yearly event for female entrepreneurs across the Middle East – the 2025 theme was labelled ‘a Garden of Ideas’. This immersion became a playground that encouraged visitors to harvest their creativity and ideas. In a similar way to nature, creativity can be cultivated – made possible by forming the perfect ‘green house’, where these ideas can thrive and blossom. Ideas are a living thing, we just need to learn how best to grow them.

The floorplan took on a uniquely organic, almost embryonic, form – meaning all 09 zones were completely individual. The exhibitor spaces were made with a curved facade of skin coloured heavy fabric, that had blades cut out for access.

Guests collected a manifesto booklet upon entry and each of the 9 activations sequentially took their own idea from a ‘SEED’ (a wishing well operating through RFID chips) through to the ‘BLOSSOM’ (an 9M diameter floating & articulated lily bouquet). The environment hoped to become a catalyst for innovation and idea growth amongst these entrepreneurs and to make their creativity flourish.