Dabire Collective

Mohsen Art Gallery was founded in 2009 in memory of Mohsen Rasoulof, a young Iranian photographer and street artist. It was decided to be a space for contemporary and experimental projects by young artists.
Ad series for Mohsen Art Gallery is designed as a part of the gallery corporate identity by Tehran based designer, Aria Kasaei [StudioKargah] in 2009.

This ad series is based on city landscapes of Tehran-sites. Forgotten and outlying billboards hold signs and letters on fences in a disordered and erratic way. Letters are bended and tied up to the metal net with wires and cables from different angels. Some are above and some are fallen down from the baseline. Various typefaces are used to expose the erraticism of the original boards in city-sites which are mostly made by non-professionals. Letters are made by LED and neon lamps, wires and curved metal shafts. The billboards, more or less, are deteriorating as time passes by. Types on billboards are information about upcoming exhibitions, gallery address and some short quotes.

The foggy and cloudy scene is derived from the sky of Tehran in winter, which gives a sad, tragic and melancholic sense to the image.
The project has been done during an on-going research on the presence of metal letterforms in the city of Tehran.
All images are made by software.