Behnood Javaherpour, the Dubai-based designer, Art Curator and Philanthropist, has announced that The Behnoode Museum and Art Academy – the first-ever interactive and immersive museum and art academy in Kashan, Iran – will open at the end of 2022. The new museum and art academy will combine elements of immersive theatre, interaction, and exhibition with the latest art technologies.
“The museum will be a hotbed of ideas, a driving force for innovation and a destination for inventors and entrepreneurs from around the world. It will also be a sanctuary to nurture young talents and prepare them for the world,” said Javaherpour.
Born into a Tehran family involved in design and textiles, Javaherpour grew up in a household of creativity and colour. His father was the pioneer in designing and producing camping equipment in Iran at the time, while his mother was an antique dealer who was also involved in the thriving textile world. Not surprisingly, Javaherpour fell in love with the world of textiles and fabrics from an early age. This developed into a passion for fashion as he moved in his teen years.
At the age of 17, Javaherpour moved to Italy to learn the trade with Italian tailors along with his high-school education. After completing high school, he was designing and tailoring outfits as a full-time profession. With the money he earned from this tailoring, he funded his International Business studies at the Politecnico di Milano and then went on to Instituto Marangoni to further his understanding of fashion.
By the time he graduated in 2005, his eponymous label Behnoode was already established in Napoli. After success in Italy, Javaherpour introduced his brand to the Middle Eastern market, where his outfits have gained credibility amongst the young professionals, including those from his home country. In 2019, Javaherpour expanded his portfolio to include interior design and furniture production under the Behnoode Home brand.
One of Javaherpour’s great ambitions throughout his formative and professional years was “to inspire and attract young Iranians” by “bring back colour, design and style” to his people. The Behnoode Museum and Art Academy is a giant step in realising this dream.
“How Persian and Middle Eastern arts and culture changed the world, and what is its role for the future?” “How will culture be affected by the changing technology?” “What is the future of Middle East Art?” “What will Middle East art look like in the next 35-50 years?” These are some of the questions that The Behnoode will explore through its exhibitions and at its academy.
Visitors to The Behnoode can expect an interactive experience through artistic innovations from Persian, the Middle East and the world over. The museum’s space will offer a combination of permanent and temporary exhibitions. There will also be various courses, workshops, and lectures alongside the exhibitions.
Kashan is one of the royal districts of Iran, with numerous historic buildings. The Behnoode is housed in one of these historic buildings, a 500-year-old royal palace, which now gets a new lease of life. Stepping inside this architectural marvel, one feel regal style and elegance oozing from the walls. The square courtyard, visible from the lobby, brings life to the property, which has a cosy, boutique feel, despite its size.
Its interior was conceived by Javaherpour “as an urban destination… channels the history and culture of the royal Persia in its service, design and offering. For example, its material palette reflects the natural environment of Kashan, with wooden details and crisp fabrics embodying the appeal of traditional royal Persian architecture.”
The Behnoode was conceived by Javaherpour to be much more than a museum. It is to offer a worldwide contact point for young talents, companies, and people interested in art and technology. In addition to professional exchange, participants will also find “competent support for the implementation of forward-looking ideas.”
