In today’s world, where cultural boundaries are constantly shifting and societies are experiencing unprecedented social and artistic transformations, the preservation and reinterpretation of cultural heritage have gained renewed importance. It is in this context that “Persian Sense” emerged — a cultural and artistic movement seeking to build a bridge between historical identity and the modern world, offering a fresh perspective on Iran’s rich artistic legacy.

In an interview with AsiaNews, Amin Davoudi speaks with Sima Ahvaz, the founder and director of Persian Sense, about her inspirations, the journey of formation, and her vision for the future of this project.

 A New Identity Born from Myth and Literature

 Explaining her motivation, Ahvaz says: “Persian Sense is not merely an event — it’s an identity rooted in ancient archetypes and the mythological stories of Iran. As an admirer of Persian art and literature, I have always wanted to introduce these symbolic and mythical narratives to new generations through design and visual expression. Iran is the land of stories and motifs, yet many of its traditional arts have been forgotten.”

 She continues: 

“In ancient eras, particularly during the Sassanian period, we witnessed the peak of Persian art and culture. Textile design, architecture, and reliefs from that era remain timeless models in world art. Through Persian Sense, I’ve sought to breathe new life into those authentic Iranian motifs and elements.”

 From The Conference of the Birds to The Shahnameh

Ahvaz began her first project inspired by Attar’s The Conference of the Birds, presenting it as an artistic performance at Niavaran Palace. In the second edition of Persian Sense, she turned to romantic and mythical tales such as Khosrow and Shirin, while the third, held on the occasion of Sepandarmadgan (the ancient Iranian day of love), centered on love and traditional Iranian rituals.

 She notes:

“In the latest Persian Sense, a major section was dedicated to the Shahnameh. Its three main parts — the mythological, the Kayanian kings, and the historical — each inspired elements of spatial design, from fabric selection to modern architectural compositions influenced by ancient Persian art.”

Design Through the Five Senses

 One of the distinct features of this event is its focus on multisensory experience. “In every Persian Sense,” Ahvaz explains, “I aim to engage all five senses — from music, light, and spatial scent to fabric texture, furniture design, and architecture. The goal is for the audience not only to see but to feel — to connect emotionally and sensorially with Iranian identity.” Exclusive Audiences, Universal Goals

 So far, Persian Sense events have been held privately to preserve their quality and intricate details. However, Ahvaz’s long-term goal is to open them to the wider public. “I envision Persian Sense becoming a cultural brand,” she says. “That’s why I’ve collaborated with related industries — from Iranian cuisine and fragrances to carpets, jewelry, and interior design. Persian Sense is a fusion of culture, art, and the Iranian lifestyle.”

 Challenges and Future Pathways

 Organizing events with such artistic depth and precision is not without its challenges. “Choosing the right venue has always been essential,” Ahvaz notes. “Historic palaces and heritage sites provide the best settings for these experiences, but coordinating and executing projects in such locations comes with its own difficulties — limited time, meticulous design requirements, and multi-team coordination among them.” 

Nevertheless, she envisions a broader future for Persian Sense:

 “My dream is to establish a permanent physical space — a hub where traditional Persian arts are presented in modern and avant-garde forms, allowing us to share this culture with the world.” 

Looking to the Roots, Inspiring the Future

 Having spent years traveling across Iran and working alongside masters of traditional arts such as hand printing, metal engraving, and ghalamkar (block printing), Ahvaz believes that understanding traditional crafts is the first step toward creativity in the modern world. “We must draw inspiration from the past to build a more creative future. Studying Persian literature and mythology gives us deeper insight — a mindset that can inspire every field of art and culture.”

She concludes with an invitation: 

“Our roots are a vital part of our identity. The more we learn about them, the more creative and authentic we become in whatever we do.”