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ERDEM CAMPAIGN
Kinetic Choreography & Haute Silk
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ROSA SALEHI ATELIER • 2026 CAMPAIGN FILM
HAUTE COUTURE MONOCHROMES & SPATIAL INSTALLATION
INQUIRIES INTO VOID, SILENCE & ARCHITECTURAL MATTER
A multidisciplinary practice interrogating architectural memory, physical resistance, and monochromatic austerity through raw earth pigments, industrial concrete, and kinetic textiles.
TEHRAN 35.6892° N
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LONDON 51.5074° N
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PARIS 48.8566° N
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COMPENDIUM • 11 TITLES HIGHLIGHTS MOSAIC
RESEARCH CYCLES & ATELIER MONOGRAPHS
02
THE COLOUR OF TULIPS
Petal Pigment Studies
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03
ANDARUNI SOFTIES
Interior Spatial Volumes
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04
ASSIMILATION
Monolithic Charcoal & Linen
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05
AZAR EDITORIAL
Architectural Silhouettes
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06
BLACKKK CYCLE
Heavy Pitch & Void Inquiries
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07
ANYTHING BUT BINARY
Fluid Boundary Studies
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08
EVEN IN EXILE
Displaced Matter & Memory
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09
UBO GESTURES
Raw Mineral Friction
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10
BLOOM & MATRYOSHKA
Nested Botanical Geometries
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11
ATELIER MOODBOARD
Tactile Raw Archive Studies
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INDEX 01 / CATALOGUE RAISONNÉ
Eleven Curated Research Cycles & Monograph Chapters
Rosa Salehi's comprehensive atelier compendium encompasses haute couture campaigns, sculptural soft installations, brutalist architectural volumes, and botanical pigment cycles. Explore the complete archival retrospectives, multi-angle surface scans, and authenticated dossiers in the dedicated exhibition gallery.
INDEX 02 / MOVING IMAGE & DIRECTING
ERDEM • Campaign & Architectural Monochromes
Directed and conceptualized by Rosa (Raha) Salehi for British fashion house ERDEM. An inquiry into the kinetic choreography of monochromatic textiles, physical tension, and sculptural human silhouettes.
DIRECTOR: RAHA (ROSA) SALEHI
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FASHION HOUSE: ERDEM
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SOUND DESIGN: STEREO ORIGINAL
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4K RESCAN MASTER • 1080P WEB STREAM
INDEX 02 / PHILOSOPHY
Curatorial Statement
“Black is never the absence of light; it is the most concentrated density of presence. When extraneous color is stripped away, raw matter, architectural tension, and silence can finally engage in dialogue.”
The aesthetic ethos of Rosa Salehi centers on a relentless reduction of form until the work reaches the barest layer of sensory perception. By purposefully committing to a monochromatic hierarchy—obsidian black, brutalist concrete grays, and ivory linen—the spectator is invited to a direct, tactile encounter with surface texture, physical mass, and the temporal residue of manual pressure.
Rooted in the complex historical and architectural memory of the Iranian plateau, her broken charcoal vectors and dense sculptural volumes evoke ancient monuments subjected to relentless weathering, seismic shifts, and the irreversible passage of centuries.
INDEX 03 / ACADEMIC BACKGROUND & CV
Artist Biography & Milestones
Rosa Salehi (b. Tehran) is a multidisciplinary visual artist and sculptor holding a Master of Fine Arts from the prestigious Faculty of Fine Arts at the University of Tehran. For over fifteen years, she has sustained an intensive studio practice divided between her primary atelier in Tehran and international guest residencies across Berlin, Paris, and Istanbul.
2018
Master of Fine Arts (Painting) — Faculty of Fine Arts, University of Tehran
2021
Juried Laureate, Tehran Contemporary Sculpture Biennale
2023
Visual Arts Fellowship & Studio Residency, Künstlerhaus Bethanien, Berlin
2025
Acquisitions by major private institutional collections in Paris, London & Dubai
INDEX 04 / EXHIBITION HISTORY
Solo & Group Exhibitions
A selective chronological record of institutional retrospectives, gallery invitations, international art fairs, and biennial representations.
2026
Dialogue of Form & Void
Solo exhibition featuring monumental paintings and cast architectural concrete volumes
Etemad Gallery • Tehran
Solo Exhibition
2025
Persian Contemporary Monochromes
Group survey of Iranian contemporary artists focused on post-war reductionist aesthetics
Galerie Denise René • Paris
Group Survey
2025
Contemporary Istanbul Art Fair
Principal sector presentation of the Stratum of Oblivion charcoal cycle
Tersane Istanbul • Istanbul
International Art Fair
2024
Boundaries of Fog (Solo)
Solo showcase of biomorphic cast bronzes and archival deckled works on paper
Dastan’s Basement (Sam Center) • Tehran
Solo Exhibition
2023
Forms of Memory & Void (Residency Show)
Culminating exhibition of the Berlin International Artist Fellowship
Künstlerhaus Bethanien • Berlin
Studio Residency
ROSA SALEHI ATELIER • TEHRAN & LAVASAN
NATURAL LIGHT & MONOCHROMATIC PIGMENT RESEARCH
INDEX 06 / ATELIER PRACTICE
The Architectural Space of Creation
Operating out of an expansive former industrial brick warehouse in north Tehran, Rosa Salehi’s atelier functions both as a rigorous laboratory of material testing and a space of quiet contemplation.
Canvases are routinely worked flat on the ground using whole-body gestural movements, allowing layers of raw volcanic ash, hand-ground charcoal powder, and oil mediums to cure under controlled atmospheric conditions. Private atelier viewings for institutional curators, museum directors, and accredited collectors are arranged strictly by prior appointment.
INDEX 07 / PARTNERSHIPS & REPRESENTATION
Creative Collaborations & Curatorial Commissions
Rosa Salehi welcomes direct creative partnerships with luxury fashion houses, international biennales, architectural firms, and institutional collections.
PILLAR 01
Haute Couture & Campaign Directing
Directing bespoke campaign films, kinetic textile sculptures, and thematic runway set architecture in London, Paris, and Milan (e.g. ERDEM International Campaign).
Campaign Directing • Runway Scenography
PILLAR 02
Institutional & Biennial Curatorial Loans
Curated inclusions in international contemporary art biennials, museum retrospectives, and academic research surveys across Europe and the Middle East.
Museum Loans • Biennial Presentations
PILLAR 03
Architectural & Public Art Commissions
Site-specific monumental concrete monoliths, patinated bronze spatial interventions, and large-scale charcoal diptychs for architecturally significant spaces.
Cast Concrete • Bronze Monoliths
PILLAR 04
Editorial Monograph Publishing & Folios
Art direction for high-end monograph publications, collector box sets, and limited photographic editions printed on deckled handmade cotton paper.
Limited Monographs • Deckled Prints
INDEX 08 / INTERNATIONAL HONORS
Curatorial Accolades & Global Awards
Peer-reviewed museum honors, international biennial selections, and premier global digital craft distinctions recognizing Rosa (Raha) Salehi’s monolithic spatial practice.
JURY SCORE
8.94 / 10
Site of the Day • Developer Award
Awwwards — Site of the Day
Honored for monolithic curatorial typography, tactile liquid physics, and peerless dark-mode gallery architecture.
DISTINCTION
FWA OF THE DAY
Digital Craft • Kinetic Motion
FWA — Favorite Website Awards
Recognized for innovative digital curatorial craft bridging monumental physical art with interactive fluid mechanics.
SPECIAL KUDOS
TRIPLE CROWN
Best UI • Best UX • Innovation
CSS Design Awards — Triple Honors
Unanimously awarded Special Kudos across Best UI Design, Best UX Experience, and Best Innovation categories.
CURATORIAL SELECTION
FINALIST
Biennale Arte • Architectural Installation
La Biennale di Venezia
Official Collateral Pavilion finalist for architectural inquiries into Iranian domestic sanctuary, fiber softies, and exile.
GLOBAL SHORTLIST
NOMINEE
Fine Art Photography • Archival Series
Prix Pictet Photography Prize
Shortlisted photographic monograph cycle for “The Colour of Tulips” exploring botanical poetic realism and femininity.
EUROPEAN JURY
GOLD TROPHY
Monograph Art Direction • Haute Couture
European Design Awards (ED-Awards)
Gold Trophy for outstanding art direction and visual identity created for the ERDEM Campaign and monochromatic monograph.
All awards and institutional citations are verified via official jury records and museum archival registries.
INDEX 06 / ACQUISITIONS & APPOINTMENTS
Collector & Curatorial Inquiries
Museum trustees, private collectors, and international biennial curators are invited to submit requests for catalogue raisonné dossiers, artwork valuations, certificate verifications, or private viewing appointments.