Sahrai Senses (2025) - Reality is_

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An artistically driven design turning narratives into that spark curiosity

deep dive

(2025)

Sahrai
Senses

project: Sahrai Senses

client: Sahrai

location: Milan, Italy

The Client

Sahrai Milano is a prestigious brand with nearly 200 years of heritage, originating in the heart of Persian bazaars and now led by the fifth and sixth generations of the Sahrai family. Positioned as a leader in the luxury carpet industry, the brand blends exceptional craftsmanship with a refined lifestyle vision, where tradition meet innovation, high fashion trends, and a relentless pursuit of intrinsic quality.

Concept

We transformed Sahrai’s showroom on Via Manzoni 38 into a dialogue between tradition and innovation. A series of multisensory installations reimagined the space, beginning with a play of mirrors and words that drew visitors in from the street. At the heart of the experience was The Infinite Rug, an 18 metre long, floating antique carpet brought to life through a storytelling projection that unfolded from a single thread to the full pattern, culminating in a Persian poem. Together with the Sahrai family, we chose to return a rare mid-1800s rug, once used as a palace door by a Persian king, to its original function, displaying it as both an artifact and a living memory.

The Infinite Rug
of Dialogue

At the center of the experience is The Infinite Rug, unfolding the journey of design and fine craftsmanship, where innovation and tradition intertwine in a dialogue across time.
A dynamic 18 metre floating rug that brings Sahrai’s legacy to life through an immersive projected narrative. Serving as a bridge between the brand’s historic roots and its forward-looking vision, the story begins with a single thread and culminates in a mesmerising Persian poem.

The Chroma
Gallery

Visitors are enveloped in a kaleidoscope of colour and movement. AI-enhanced projections illuminate the richness of Sahrai’s patterns, reimagined through elements of nature, flowers, threads, and organic forms, inviting visitors to connect with the inspiration behind each intricate design.

Finally, a true masterpiece is unveiled: a rare 19th century Heriz rug, commissioned by a Persian king. Never before seen by the public, this extraordinary piece takes centre stage and is returned to its original function, presented as both an artifact and a living memory.