Siena Scarff Design created an engaging and thought-provoking exhibition for the Rose Art Museum’s showcase of Arghavan Khosravi’s “Black Rain.” The immersive design, with its gradient walls and minimalist approach, perfectly reflects Arghavan’s fusion of Persian traditions and contemporary, surreal iconography. This case study delves into how the design enhances the artist’s exploration of personal, political, and cultural contradictions, fostering a space for deeper conversation and connection with the artwork.

By: Siena Scarff, Designer & Founder, Siena Scarff Design

Arghavan Khosravi is known for weaving Persian motifs with surreal iconography, deftly blends East and West, past and present, religious and secular, and reality and fantasy, aligning the artist’s deeply felt internal schisms and sense of paradox with the political strife of the present moment. According to the artist, “contradiction” is one word that sums up her work.

The design decisions for the “Black Rain” exhibition have been influenced directly by Arghavan’s distinct artistic sensibilities. The decision to avoid brush strokes and the incorporation of gradient walls to emphasize the visual language of her work speaks to an understanding of her practice that is both thoughtful and immersive. The gradient, for example, could evoke a sense of transition or flux—something that mirrors both the artist’s personal journey and the broader political landscape of Iran, particularly in light of the Zan, Zendegi, Azadi (Woman, Life, Freedom) protests.

Curator Dr. Gannit Ankori’s inclusion of a wall of Persian miniature paintings connects Arghavan Khosravi’s work to her cultural roots. The gradient color, flattened to a single hue, subtly nods to the blending of tradition and modernity, reflectingArghavan’s embrace of contradiction. It highlights the tension between past and present, mirroring her evolution from traditional Persian motifs to contemporary, surreal expressions. The gradient symbolizes the fluidity and transformation in her work, recontextualizing ancient art forms through a modern lens to celebrate both heritage and innovation. Additionally, the use of serif typography wrapping around the “Black Rain” piece draws attention to the title while maintaining a balance between classical form and contemporary design, further emphasizing the fusion of tradition and modernity in Arghavan’s work.

This show doesn’t just highlight the artist’s powerful visual narrative; it also provides a space for dialogue about political and personal freedoms. The design choices not only elevate the impact of her art but also become part of the conversation, creating a space that is as dynamic and thought-provoking.

Siena Scarff is the principal and creative director of Siena Scarff Design, a graphic design studio based in New York and Cambridge. Siena’s award-winning work has been recognized by AIGA, Graphis, Communication Arts, Print magazine, and a range of national and international venues. Siena studied design and fine art at the Cooper Union, the School of Visual Arts, and the Art Institute of Chicago. Prior to launching Siena Scarff Design, Siena was an independent photo stylist working with notable clients nationally including Herman Miller, Knoll, Crate & Barrel, Mohawk, Sony, Rolling Stone, and Esquire.

Social: Instagram, Facebook, LinkedIn, X (Twitter)

Check out our other Design 2025 winners on our website!