A strategic gathering of managers and executives sets the roadmap for the next decade

“The Power of Being Together”: BookCity Redefines Its Future as a Cultural Ecosystem

In a marathon six-hour session at the Malek Theatre, the managers of the BookCity Institute and its nationwide branches gathered under the strategic banner of “The Power of Being Together.” This significant assembly was not merely an administrative meeting but a venue to review three decades of activity, draw the roadmap for 2026, and unveil innovative transformations necessary for navigating the economic and guild-related challenges of the modern era.

Re-engineering the Structure for the Fourth Decade

The event opened with Alireza Kashizad, an organizational transformation consultant, who dissected the philosophy of “being together” through the lens of cognition, emotion, and behavior. He emphasized the “Authenticity of Being Together,” urging a shift from performative cultural gestures to genuine, united action. Kashizad highlighted that for BookCity to thrive as a powerful, learning network, it must cultivate a culture that embraces the “passion for knowing and creating” while viewing mistakes as opportunities for continuous learning.

From “Store” to “Cultural Ecosystem”

Ali Jafarabadi, CEO of the BookCity Institute, welcomed the attendees by describing BookCity as a human-centric city rooted in “affection.” He argued that without love, an organization is merely a rigid structure. Outlining the new strategic map, Jafarabadi identified four pillars: “People and Affection,” “Processes and Infrastructure,” “Experience and Interaction,” and “Financial Sustainability.” He called for a transition from being a simple retailer to becoming a “Cultural Ecosystem”—a space that goes beyond selling books to building character and creating unique lived experiences.

One Face, Many Voices: The Media Strategy

Alireza Farzin, Deputy of Creative Communications, introduced the strategy of “One Face, Many Voices.” He emphasized the need to transform the “shared narrative” of the BookCity family into “coordinated action.” By utilizing data-driven storytelling and maintaining a unified visual identity while respecting geographical diversity, BookCity aims to create a consistent and reliable sense of belonging for audiences across Iran.

Network Expansion and Infrastructure

Maryam Zolfaghari, head of branch development, reported that the BookCity network is approaching the milestone of 100 branches. She highlighted recent openings in cities like Kashan, Torbat-e Jam, and Ahvaz as evidence of investors’ trust in the brand. Meanwhile, Ali Zand, head of Development and Experience, stressed the importance of “Data-Driven Decision Making.” He argued that while nostalgia is the brand’s soul, the future relies on moving from intuitive management to analyzing meaningful data to ensure the network’s productivity and emotional security.

Guardians of the Brand and Legal Peace

Hossein Ghazizadeh, the legal advisor, described the legal department as the “goalkeeper” of the team, successfully defending the brand in over 90% of recent cases. He announced a paradigm shift in internal contracts towards “balance” and “peace in interests,” ensuring that agreements serve as covenants of equality rather than one-sided tools.

The Think Tank of Culture

Ali Asghar Mohammadkhani, Deputy of Culture, reviewed 20 years of achievements, describing BookCity as a civil institution and a “Think Tank.” With over 800 lectures on literary giants like Ferdowsi and Goethe, and independent awards like the Abolhassan Najafi Prize, BookCity has established itself as a leader in cultural diplomacy, facilitating dialogues between Iranian poets and world figures like Cervantes and Confucius.

The Digital Renaissance and Economic Innovation

The conference also focused on economic modernization. Pedram Alvandi urged the adoption of digital economy potentials to avoid technological obsolescence. Tayebeh Ezhei highlighted the “Child and Adolescent” section not just as a market, but as a gateway for families, emphasizing the creation of memories for the next generation. Peyman Khanmohammadi discussed “BookCity Online,” aiming to create a comprehensive platform that bridges the gap between traditional retail and the digital ecosystem.

Voices from the Frontline

In a candid open-mic session, branch managers voiced their concerns regarding the “liquidity trap” caused by inflation and the necessity of competing in the online market. They emphasized that BookCity must reinforce its identity as a “Social Club” and requested more fluid communication to share successful experiences across the network.

Strategic Partnership: The Zal and Rostam Metaphor

In the final panels, senior leadership, including Mehdi Firouzan (Chairman of the Board), addressed the generational gap using a profound literary metaphor. Farjam Kelyaie compared the relationship with Gen Z to the story of “Zal and Rostam” from the Shahnameh. Just as Zal was born different (with white hair) and initially rejected, only to father the great hero Rostam, the organization must embrace the differences of the new generation to birth a powerful future.

Mehdi Firouzan concluded by likening the current management to a harmonious orchestra, blending the experience of the founding generation with the innovation of the new wave. He stressed that BookCity is the “Second Home” for culture lovers, a status maintained by love and now fortified by data and AI.

BookCity: A Hub for Modernity and Tradition

This gathering underscores BookCity’s pivotal role in Iran’s contemporary history. It is not merely a chain of bookstores but a barometer of the nation’s cultural health. By bridging the gap between the “Zal” of tradition and the “Rostam” of modernity, and by integrating cutting-edge financial tech like BNPL (Buy Now, Pay Later) services with deep literary heritage, BookCity reaffirms its commitment to being a sanctuary where the community can find meaning, connection, and hope in a rapidly changing world.

Click here to view the photo report of the conference.