Exploring Atmosphere and Curation
Following the inauguration of the “Argo Contemporary Art Museum & Cultural Centre” by ASA North, the architectural firm unveiled another facet of their practice with a focus on atmosphere, assemblage, and curation. Departing from traditional architectural endeavors, the firm showcased its ability to craft immersive experiences at the underground gallery of Pejman Foundation’s Argo.
A Cinematic Journey
Collaborating with ASA South, ASA North spearheaded the design for the exhibition titled ‘For the Sake of Calmness,’ centered around a film by acclaimed Iranian photographer Newsha Tavakolian. The film, bearing the same name as the exhibition, offers a 20-minute introspective journey derived from Tavakolian’s extensive interviews with over 100 women spanning nearly four years.
Transforming Space into Infinite Experience
ASA North-South’s design intervention aimed to transcend the confines of the underground gallery, transforming it into a boundless realm of exploration. At the end of the space, a seamless mirror creates the illusion of infinity, complemented by a vibrant red carpet that beckons visitors. This strategic placement allows patrons to engage with the film directly on the screen or through its reflection, blurring the boundaries between reality and perception.
Sensory Stimulation and Intimacy
The exhibition’s ambiance fosters an experimental approach to reality, prioritizing sensory stimulation and emotional resonance. By maintaining illuminated surroundings—a departure from conventional dimly lit settings—ASA North-South aimed to create an inviting yet enigmatic atmosphere. This juxtaposition of light and shadow, coupled with the artist’s introspective narrative, elicited a profound sensory experience that oscillated between intimacy and detachment.
Immersive Design: The Artist’s Perspective
Reflecting on the exhibition design, Newsha Tavakolian describes the impact as profound, akin to placing the viewer “inside the film.” The curated environment, with its interplay of light, reflection, and narrative, transcended conventional exhibition norms, immersing visitors in a multisensory exploration of self and space.
In essence, “For the Sake of Calmness” exemplifies Ahmadreza Schricker Architecture North – ASA North’s ability to transcend architectural boundaries, crafting immersive experiences that blur the lines between art and environment. Through thoughtful curation and innovative design, the exhibition invites patrons on a transformative journey of introspection and discovery.
Eleanor Russell
