Air Canada Domestic Maple Leaf Lounge E-Gates

Air Canada Domestic Maple Leaf Lounge E-Gates

Client: Air Canada Corporate Real Estate (CRE)
Design Team: Gelare Danaie, Greg Parsons, Karen Zwart Hielema, Daniel Puppin, Ghazal Mehranpooy
Consultant Team:
Code: Elektra Vraches
Mechanical, Electrical, Communications: Quasar Engineering
Structure: Luciano Longo

Size: 1884 square feet

Project Completion: 2023

A focus on enhancing the customer journey through targeted enhancements has transformed the Air Canada Domestic Lounge entry sequence into a seamless and human-centric experience.

DEXD unique design approach uses journey mapping to understand customer profiles and needs. Targeted enhancements include the introduction of e-gates to streamline the entry process for lounge guests. Passengers with additional customer service needs are provided with an enhanced customer service desk experience where a more focused and personalized exchange can take place.

These additions create a more welcoming and inclusive environment, enhancing the overall customer experience as well attention paid to the Air Canada staff experience. Detailed design of the customer service agents’ spaces provides them with a comfortable and functional work environment to deliver exceptional assistance to travelers.

Just Say Hi! What Happens in Public Transit - A Series

Written by Suzan Mecitoglu

Edited by Kha Den De / Lera

Do you frequently ride public transit with the same group of people?

Since I take the bus frequently, I see familiar faces almost every morning. Sometimes it can be awkward because you don't know how to approach a stranger or if they're willing to chat with you. It is essential to strike a balance between being friendly and respecting personal boundaries. I find that a simple and polite greeting like "Good morning" or "Hello" can be a great way to initiate conversation without being intrusive.

When I first moved to Mississauga, I asked a lady to help me make sure I was taking the right bus to get to university. After continuously seeing her throughout the next week I mastered up the courage and started talking to her. Since then, we would have small talks every morning. It created a positive atmosphere on the bus, making daily commute a more pleasant experience for both of us. During Covid we lost our connection but then crossed paths a year later, which was an unexpected but delightful event, that made me feel genuinely happy.

In a similar vein, I've struck up conversations with other commuters just because I see them every day. It is always a smile that initiates a friendly chat. The rush of getting to the destination often makes commute highly stressful and hurried so who would be against a warm informal conversation? Instead of constantly staring at our phones, I believe we could create our own commuter communities by making casual connections with people we meet throughout the course of a typical day. So the next time you're hesitant to start a conversation with a stranger, just say hello and smile. It will surprise you how much better it could make you feel!

London Underground, Oxford Street Station

Painting by Julia Abele

Tram number 7

Painting by Gulnara Dairova

Air Canada Transborder Maple Leaf Lounge E-Gates

Air Canada Transborder Maple Leaf Lounge E-Gates

Client: Air Canada Corporate Real Estate (CRE)
Design Team: Gelare Danaie, Greg Parsons, Karen Zwart Hielema, Daniel Puppin, Ghazal Mehranpooy, Suzan Mecitoglu
Consultant Team:
Code: Elektra Vraches
Mechanical, Electrical, Communications: Quasar Engineering
Structure: Luciano Longo

Size: 1722 square feet

Project Completion: 2023

A focus on enhancing the customer journey through targeted enhancements has transformed the Air Canada Domestic Lounge entry sequence into a seamless and human-centric experience.

DEXD unique design approach uses journey mapping to understand customer profiles and needs. Targeted enhancements include the introduction of e-gates to streamline the entry process for lounge guests. Passengers with additional customer service needs are provided with an enhanced customer service desk experience where a more focused and personalized exchange can take place.

These additions create a more welcoming and inclusive environment, enhancing the overall customer experience as well attention paid to the Air Canada staff experience. Detailed design of the customer service agents’ spaces provides them with a comfortable and functional work environment to deliver exceptional assistance to travelers.

People and Places

Written and Edited by Kha Den De / Lera

Sugar and Spice, Kensington Market

Photo by Kha Den De / Lera

Every time I find myself in a new place far or close by, whether it is a city or simply a neighbourhood, I feel both thrill and anxiety at the same time: "I am so excited to explore! ... Please let it be fun".

Such mixed feelings are quite common because we believe in a romantic notion of instantly falling in love with a city that is portrayed in many pop-culture movies and books. In reality, however, it takes time for a person to establish connection with a place.

“Cities are, by their definition, full of strangers” - Jane Jacobs

Relationships between people and places are created by... well, other people and places! As you meet people you like and discover places you enjoy, you get more and more attached to them. These touch-points are what make a place - your place.

Hence, people and places exist in an 'eco-system' where one affects another. A good public space brings people together and allows them to connect, which subsequently leads to a creation of community. As people continue to inhabit a space, signifiers of their presence start to appear and alter the character of a space. As such, you and your community become a driving force that initiate changes in the space.

The Outside

Photo by Kha Den De / Lera

In conclusion, people and places are interconnected more than one might expect. While certain spaces alter one's perception of a place or city in general, characters of those spaces are influenced by its occupants. So if you ever feel like you are falling in love with a place, it would be a fair assumption that you somehow contributed to that place's evolution or change.

Atelier Park Wayfinding

Atelier Park Wayfinding

Client: Cortel Group

Design Team: Gelare Danaie, David Schellinger

Prime Consultant: IBI Group

Location: Vaughan, ON

Project Completion: On-going

The Atelier Park Signage & Wayfinding is a project that captures both graceful design and practical utility that create a smooth customer experience.

Located at the major intersection of Keele Street and Highway 7, Atelier Park is advantageously connected to VMC Subway Station (Vaughan Metropolitan Centre), GO Train line, bus routes, and even pedestrian walkways and green spaces, which outlines the need for clear wayfinding system that would provide clear directions for all users.

DEXD team began the work by producing flow diagrams and documenting expected master flow patterns, which then allowed us to identify decision nodes that would most benefit from having strong directional and/or branded signs, as well as identify best locations for address signs that would be easily pinpointed by users.

Architectural Patterning

As part of our design exploration, we looked into pattern expression and its storytelling potential.

Drawing inspiration from Atelier Park's brand vision that conceptualizes Atelier as designer's workshop or studio, we examined the idea of suit fashion, particularly referring to suit lining. Patterns we considered ranged from subtle but sophisticated to strong and bold-colored. The final design is inspired by the first building to be built within the proposed complex, and its angled faceted elements that run the height of the building facade.

Wayfinding and Brand

Although our design inspiration comes from the brand vision and architectural design, we built on the concept and proposed new colors that would pair nicely with initial brand palette. Typeface and icons were also meticulously selected to match overall elegant feeling of the building and brand.

Animal Sounds and Multicultural Experience

Written by Alisson Talancha

Edited by Kha Den De / Lera

Canine and Feline Hotel

Photo by João Morgado

As someone who lives alone, I realized that working remotely is not all that fun. Not only you start feeling lonely but isolation also rusts your social skills. Back in February, DEXD team moved to a new office. We went from a hybrid schedule of seeing each other once every other week to sharing the space every single day from 9 to 5. Since many of us were relatively new to the company, lunch breaks were filled with extensive weather discussions and awkward staring at each other in silence.

That's when out of desperation I asked: "What do dogs say in your language?"

As a native Spanish-speaking person I always thought dogs say "wau" ("guau" in Spanish). But after starting to learn English I found out that English-speakers use "woof" to describe dog sound. This discovery made me curious, how come universal animal sounds are interpreted differently in each language?

Although this question should probably be intended to a linguist, something amazing happened when I inquired about the subject. I found out that in Turkish dogs say "hav hav," in Farsi "vak vak," in Russian "gav gav," and in Korean "meongmeong". However, the best unintended consequence of my question was that suddenly we were all engaged in a lively conversation about this silly topic, breaking the ice and allowing us to be more social.

This experience with my coworkers also made me think about how we interpret things differently depending on our backgrounds. Whether it's a fun conversation about animal sounds or a complex work subject, having various unique perspectives can be game-changing. The multicultural environment that we exist in, provides us with an extremely valuable opportunity to learn and exchange ideas, which is impossible in a different setting.

*For those who are still curious, I also discovered that roosters do not only say "kikiriki" as my Spanish-speaking mind thought, but in French, they say "cocorico," in Farsi, they say "kukuku," in Russian, they say "kukareku" and in Turkish they say "ü-ürü-üüü". Cats, however, seem to be the clearest in their diction, as in Spanish they say "Miau," in English "Meow," and in many languages, they have a similar "meow" sound.

Gelare Danaie

Founder & CEO

Who I Am: I grew up in a house full of books, music, and culture. I decided to become an architect at a young age. I believe every place has a story to tell, and my passion is to create memorable experiences in built-environment. I love listening to client’s stories, observing their daily lives, and learning from them. I have lived and worked in four cities across four continents and this has helped me reframe my perspective of life; I am always learning. When I am not working, you can find me skiing with my family, paddle-boarding, running with my dog, sketching in my notebooks, or reading and writing fiction.

What I Do: I have been in architectural business for more than two decades designing different types of buildings. My approach to architectural design has evolved over the years - I have moved from creating forms and structural compositions to designing human experience. I am an entrepreneur and enjoy running businesses. Understanding the clients' needs and serving with authenticity and integrity while concentrating on progression and continuity are my new venture's goals. I enjoy the process of creative design and co-creating experiences with our team.

Karen Zwart Hielema

Partner

Who I Am: As a true collaborator and team player at heart, I am happiest when I am working on projects where I am learning something new and engaging with people from different backgrounds, disciplines, and skill sets. These collaborations bring satisfying and rewarding results. A common thread throughout my life has been my connection and passion for the arts. From early play and experimentation, and throughout my schooling and profession. I also gravitate towards organization and detail as part of my process. These attributes serve me well in my Architectural practice and the project work I am involved with. Art inspires me, is a way to express myself and encourages me to think big and wide and explore the boundaries. My tendencies towards organization and management help me keep track of an array of team input while staying focused on bringing the collective goals of a project to completion.

What I Do: I am an architect with over 17 years in the industry working across a variety of both public and private sectors including Healthcare, Arts & Exhibition, Transit, Airports & Aviation, Commercial/Retail, Corporate/Office, Education, and Warehouse/Light Industrial. Throughout my career I have intuitively taken on leadership roles on large and complex architectural projects, guiding teams to seek out opportunities to collaborate across disciplines. A special interest for integrated arts and exhibitions brings me fresh perspective and insights towards alternate ways of design thinking, conveying information, and achieving vibrant and purposeful public space. I approach projects from the perspective of one’s journey and experience, involving meaningful engagement with users, stakeholders, clients and consultant groups to bring a project to fruition. Through this process, projects emerge with fulfilling results made possible when a broader cross-disciplinary team offers the best possible outcome.

Ramin Beyraghdar

Business Development Manager

Who I Am: As an experienced architect with over 20 years in the field, my experience has gently steered me towards a broader understanding of design. It's not just the structures we build, but also the relationships and connections they foster. My passion lies in bringing people together, whether through collaborative projects, engaging conversations, or simply by creating spaces that encourage interaction and understanding.

What I Do: At DEXD, I lead business development efforts by building reliable relationships, identifying growth opportunities, and shaping strategies that connect design with human experience. My work focuses on expanding our network, nurturing partnerships, and aligning our services with the evolving needs of clients and communities.

Arash Shokoofi

Transit Wayfinding Designer

Who I am: Growing up in a family of architects, creativity, design, and the built environment have always been part of my world. Architecture quickly became more than just a profession—it became a lifelong passion. Over the years, I’ve developed a deep appreciation for thoughtful, sustainable design and the impact it has on people’s lives. I find joy in problem-solving, collaboration, and discovering the stories behind each project. I value authenticity, and I’m always eager to learn something new—whether from clients, colleagues, or the spaces we shape together.

What I do: I am an architect and project manager with extensive experience across a wide range of building types—from commercial and residential developments to transit and industrial facilities. My work spans every phase of the architectural process, including design, technical documentation, permitting, and client communication. I specialize in creating functional, code-compliant, and sustainable solutions that respond to client needs while maintaining a high standard of design excellence. I enjoy leading projects, supporting teams, and contributing to environments that serve communities and stand the test of time.

Susmita Srinivasan

Project Manager

Who I Am: I am a thoughtful and enthusiastic person deeply curious about the journey and outcome of creating habitable spaces where individuals can reside, work, and engage with one another by impacting human emotions and behavior. I strongly resonate with spaces that interact with nature rather than the boring synthetic ones. I also enjoy crafting areas by utilizing light as a tool to enhance the space and make it feel more dynamic and ethereal.

What I Do: With over seven years of experience in the AEC industry, I have worked on projects related to residential, commercial, transit, and wayfinding. At DEXD, I oversee the entire project by comprehensively understanding the scope and establishing the key milestones and deadlines by collaborating with the Architect, the client, and my DEXD team. Most importantly, I prioritize customer satisfaction and create tailor-made solutions for every project, concentrating on comprehending client requirements, maintaining transparent communication, soliciting feedback, and adjusting strategies to fulfill the specific needs of each project.

Arya Mir Yekta

BIM Manager

Who I Am: I became interested in construction while studying engineering but soon realized the field’s creative limitations. In search for balance between technical knowledge and my longing for artistic expression, I studied interior design in Iran - the country of great poets - and architecture in Italy – the philosophical residence of balance and beauty. In the end, all those experiences made me equally appreciative of both form and function.

What I Do: I am an Architect and BIM Specialist with a career focused on large, complex projects. I constantly challenge myself by getting involved in different types of projects that would help me unlock new facets of my inner self. I believe that architects leave their mark with each piece of work and bear the duty of being honest and respectful to humans and the environment.

Alisson Talancha

Wayfinding Designer

Who I Am: I am a sensitive person and have always been in awe about how a physical environment can affect a person's mood and emotions. That is why I love designing and putting myself in the ultimate user´s shoes and while doing so, imagining how they will perceive and interact in the space. I am always curious about the hidden stories of places and the reason behind them. I love painting with watercolors, drawing caricatures and I am also a musical theater enthusiast and showtunes lover.

What I Do: After graduating from university and experiencing some of the construction side of the industry, I started my design focused journey in 2015 and fell in love with it. I approach every project with excitement and passion, I love using colors, textures, raw materials, and when possible including statement pieces that represent its unique personality. I am an architectural designer and support the team in Architectural and Environmental Design Projects where I get to bring out my sensitive design side and put it into the project.

Majid Abbasi

Branding and Environmental Designer

Who I Am: I started out drawing, then I explored design, architecture, and music to see which path resonated with me. I've been immersed in music since my teenage years and eventually chose design as my professional career. The most thrilling moment for me in a design project is the ‘coda,’ when the development of the idea is finalized. Outside of work, I love traveling, climbing, and, of course, listening to music.

What I Do: I am a graphic designer and have been a member of the Alliance Graphique Internationale (AGI) since 2009. With over twenty years of experience, I see design not merely as an end goal, but as an ongoing, creative process. I thrive on drawing inspiration from my surroundings, preferring to listen, observe, experience, and learn more than I speak. My passion lies in empowering clients by comprehending their needs through captivating visuals, be it crafting a distinctive visual identity, designing immersive environments, or creating compelling digital experiences.

Cody Foo

Customer Experience Designer

Who I am: From a young age, I always liked to share fun facts and interesting tidbits. This passion for knowledge kickstarted my career in the design industry, as it fosters creativity and the research that I love. 

After bouncing around multiple design paths in architecture, graphic design, rendering, and landing in user experience, I have developed a well-rounded view of the world that I employ when working.

In my free time I enjoy staying active through sports (like tennis or curling), playing video games, or taking care of my 50+ houseplants.

What I do: At DEXD, we have an underlying goal of combining architecture and graphic design with good UX practices in order to build a more pleasant and intuitive world, both digitally and physically.

As a Toronto-based user experience designer with a passion for creating meaningful experiences, it is fulfilling to work on large-scale infrastructure projects as we understand the importance of customer input and holistic design. 

I enjoy putting my knowledge of UX design and research to work by building customer journey maps, conducting user interviews, and developing research strategies.

Bianca Weeko Martin

Place Making & Art Researcher

Who I am: I like to combine ancestral knowledge with contemporary dissemination to create beautiful narratives and works of art. I try to exist beyond theory and find meaningful forms of praxis in my everyday approach to life and friendship. I strive to make learning an embodied process, and architectural heritage a more inclusive practice. 

What I do: I have an unconventional background in the arts having previously worked in the curatorial department of the Art Gallery of Ontario, and maintaining my own active drawing practice that translates to both physical artifact and engagement opportunities. With my training in architecture, I have interned in firms and studios in New York City, Mexico City, and Melbourne, and have authored and co-edited books. I love Toronto and am committed to putting my passion for this city towards equitable and tasteful development wherever possible. In my collaborations with DEXD, I mobilize my love for research within projects focused on public infrastructure and amenities, as well as learning from talented mentors and colleagues around me.

Ali Salama

Wayfinding and Architectural Designer

Who I Am: I’ve always been a quietly attentive person. I like to observe my surroundings and reflect on what makes them the way they are, and how they might be different. I love painting, gardening, soccer and reading. I studied architecture and wrote my master’s thesis on the philosophical and social implications of space and craft. I’m fascinated by the intersection of craft, architecture, metaphysics, and culture. I believe the spaces we design shape much more than just our physical surroundings.

What I Do: I seek to bring a thoughtful and empathetic approach to every project I take on. My focus is on the experiential dimensions of design, creating spaces that are meaningful and responsive to their contexts and their users. I have interned at architectural firms in Toronto, Vancouver, and New York, gaining experience across a range of projects. I’m passionate about designing spaces that enhance our surroundings, and I enjoy getting invested in a project’s narrative and carrying it through to the finest details.

Alexandra Janecek

Design Researcher & Experience Designer

Who I Am: I am a creative individual fascinated by visual culture and how art and imagery form a language that fosters connections between people. My background in studio arts and psychology has shaped the way I approach both creative and organizational work, with a balance of detail, empathy, and curiosity. I am happiest in collaborative environments where I can support others, bring clarity to complex ideas, and help translate vision into meaningful experiences. I also see every project as an opportunity to grow in a creative space and learn from the people around me.

What I Do: At DEXD, I bridge research, organization, and creative design to help shape intuitive and meaningful projects. My work draws on my experience in arts administration, exhibition prep, and audience engagement to guide how people move through and connect with environments. I enjoy contributing to a collaborative process that brings clarity to complex ideas, shaping visual systems that make spaces intuitive, welcoming, and meaningful to experience.

Shaghayegh Kalantari

Wayfinding and Architectural Designer

Who I Am: As long as I can remember, I had an artistic sense as a child. I chose architecture because it felt like the perfect balance of logic and art. After nearly a decade in practice, I continued my studies overseas, beginning a new journey in human-centered design that has made every project more meaningful. If I could go back in time, I would definitely choose architecture again and again—because through my path into Human-Computer Interaction, I’ve learned the importance of experiencing spaces firsthand to create designs that truly impact people’s lives.

What I Do:  I have worked across architecture, design research, and human-centered technology, with experience ranging from healthcare facilities and community projects to digital simulations. Over the years, I’ve been fortunate to follow projects from their earliest ideas through to construction, and I’ve learned how each stage shapes the lives of those who will use the space. My approach to design combines empathy, research, and technical expertise. As an Architectural and Wayfinding Designer at DEXD, I bring these perspectives together to create environments and experiences that are not only functional, but also intuitive, memorable, and meaningful for the people who use them.

Matt Ziyaee

Technical Advisor

Who I Am: I am organized, focused, and I can always find a solution, that is why my daughter calls me "daddy the figure-outer!" I am in charge of finishing the project with the best technical solution. When I am not working, I enjoy skiing with my family, making wood furniture in our shed and listening to my favorite music.

What I Do: I am an architect with over 18 years of experience. I know how to assemble complex buildings and can analyze the process of design to organize and lead the team to execute the project on time and budget. With my strong problem-solving skills, I am eager to help develop creative solutions when challenges arise. My experience in construction and design comes from a variety of award-winning, complex international projects in North America, Europe, Middle East, and the Far East where good design and construction quality matter.