The Mohammed Afkhami Foundation asked us for a stage for the most influential Contemporary Iranian Art around the world. Where a virtual immersive design allows the visitor to engage with the artwork from the first glance, removing any barrier around the art while keeping its integrity.

The iii is the only museum where the messages of an artwork transform the entire architecture while keeping the integrity of the art itself. The dedicated spatial concept increases the impact of artwork. The environment changes its form, materials and lighting 100% dynamic for every artwork or curated group. Sometimes, the whole museum is dedicated to one single artwork, magnifying its message. Human presence or gender segregation is visualized.

The iii results from global research on scale and visitor behavior in the most important museums and galleries in the world. While being contemporary, it uses strong representation of Iranian elements like the Muqarnas, the bazaars or rammed earth walls, maintaining a strong cultural context. The first exhibition spreads over 20 unique experiences. It exhibits 73 pieces of art including 22 female artists. The iii is optimized to grant access on any device.