Events > The Book of Tehran Stall at Magic of Persia Norouz Family Day

The Book of Tehran Stall at Magic of Persia Norouz Family Day

16th March 2019

12:00 - 18:00

The Pizzeria, Chelsea Farmers Market, Sydney Street, London SW3 6NR

Celebrate Norouz 1398/ Persian Spring with Magic of Persia Foundation at Chelsea Farmers Market in London and get a first preview of The Book of Tehran!

The venue has been generously donated to the charity by Mr Homayoun Sharifi with free pizza served throughout the day.

Free workshops for children including egg painting, tile painting and face painting.

Live music by KANDOO

Amou Norouz in attendance with Eidee for all!

Participating Stalls

Seeb London
Seeb is a London retailer with a unique collection of art and artisan handicrafts. They operate pop up events across London to bring Middle Eastern beauty to areas like Portobello Road and Chelsea. Seeb, which means ‘apple’ in Persian, needed a unique, eye-catching brand to bring a common object to life and help them stand out in the competitive luxury retail areas of West London.

VIVEL
VIVEL Pastries is a family owned business that opened its first store in Dubai in 1992. Today VIVEL sweets are exported all over the world. Each pastry is uniquely produced and shaped by hand using the highest quality ingredients. Full of exotic and unique flavours, the recipes have been collected over the years from the finest European and Middle Eastern delicacies with a strong Persian influence. VIVEL pastries are frequently favoured by royalty and caters to some of the most prestigious 5 and 7 star hotels.

ABBookness Project
Founded in 2012 by curator Ali Bakhtiari, one of the only few collectors of artist books in Iran, ABBookness is the first autonomous Middle Eastern project of Artist Book production. ABBookness’ debut project was an artist book with the late Farideh Lashai, Catching the Moon which was showcased in Dubai’s and Kuwait’s JAMM Gallery and became an instant success, critically and commercially. The success of Issue #0 was a reassurance to Bakhtiari to continue his project avidly until today. Since 2012, ABBookness has published 1 artist book per year and produced and published many books, catalogues, portfolios and exhibitions.

IRAN:RPM Vol 1 & 2 will be for sale. “IRAN: RPM” is a project focused on the history of Iranian vinyl sleeve design. The first volume of the series, “IRAN: RPM Vol. 1” which was a study on Iranian soundtrack sleeve design, was launched in 2012. “IRAN: RPM Vol. 2” is a survey on activities of “KANOON: Center for Intellectual Development of Children and Young Adults” – telling the story of birth of Kanoon , founders, libraries, festivals plus a complete list of Kanoon’s production in different sections such as Publication, Research center, Cinema Center, Theater Section and Musical Production Section. The book is compiled by Ali Bakhtiari and Studiokargah and published by “Magic of Persia”, Graphic design by Peyman Pourhossein and Layout by Sanaz soltani. The book was launched in March 2014 in “Salsali Private Museum” and “Art Dubai”. “IRAN: RPM Vol. 2” is dedicated to Ahmadreza Ahmadi, Farshid Mesghali and Pari Zanganeh.

Comma Press & Visiting Arts
Comma Press and Visiting Arts are delighted to announce the launch of The Book of Tehran: A City in Short Fiction. In a rare commission, The Book of Tehran features ten contemporary short stories translated into English from some of the most exciting, significant writers in Iran today. The collection guides us through the most populous city in Iran and Western Asia, and the second-largest metropolitan area in the Middle East today. It features Atoosa Afshin-Navid, Fereshteh Ahmadi, Kourosh Asadi, Azardokht Bahrami, Hamed Habibi, Mohammad Hosseini, Amir-Hossein Khorshidfar, Payam Nasser, Goli Taraghi and Mohammad Tolouei, with a forward by Orkideh Behrouzan. Translations by Sara Khalili, Sholéh Wolpe, Alireza Abiz, Caroline Croskery, Farzaneh Doosti, Shahab Vaezzadeh, Niloufar Talebi, Lida Nosrati, Susan Niazi and Poupeh Missaghi. The publication was initiated through a programme bringing greater awareness to contemporary Iranian literature and culture, and encouraging the advancement of Persian to English translation. Get a first look at The Book of Tehran and pick up a copy!

Sima Vaziry
Award-winner Sima Vaziry’s work has been recognised by the British Museum for whom she has created several commercial jewellery collections and her jewellery is part of the core range at the British Museum luxury shop. To date, Sima has designed four collections for the British Museum, and has also received enquiries from the Louvre in Paris. Her award winning piece was used on the cover of a new book, “Silversmithing for Jewelry Makers”. Her success has been recognised in the form of press, TV and radio appearances including Sky TV and BBC Persia as well as BBC London radio. Her jewellery designs and personal story have been featured in “Woman & Home”, “Tatler” online and in all the main trade magazines. Sima works from her shop at the OXO Tower, where she continues to make her collections, create bespoke items for private clients and supply the British Museum. She also passes on her knowledge through teaching and delivering talks in and around London.


MOP Foundation is a non-political, non-religious UK-registered charity #1104066.

Established in 2004, MOP Foundation promotes Iranian art and culture to a wider audience outside of Iran, and strives to make a notable contribution to its long-term advancement worldwide. This is accomplished by establishing programmes in modern and contemporary Iranian art, music, media and academia in partnership with world-class institutions. MOP’s programmes include:

·The Magic of Persia Contemporary Art Prize (MOP CAP); a global search for the next generation of Iranian visual artists.

·Family days bringing together more than 120,000 people at the British Museum and Victoria & Albert Museum in London.

·Art residencies and exhibitions for young Iranian artists at the Delfina Foundation, Parasol unit and Saatchi Gallery in London.

·Scholarships and grants in higher education at the Royal College of Art, London Film School, and Goldsmiths University in London.

·A series of artists’ panel discussions entitled ‘Different Perspectives on Modern and Contemporary Iranian Art’ in collaboration with the British Museum.

The charity’s primary source of funding derives from the auction of artwork generously donated by established and emerging Iranian artists. Conducted by Sotheby’s and Christie’s and held in Europe, the Middle East and the Americas, the success of these fundraising events relies entirely on the participation and support of artists and patrons alike. Sponsorships from organisations and individuals also support MOP’s various projects.