JDEED Magazine : Firouz Farman Farmaian virtually hosts Retrospective with VR event

Olivia Melkonian, JDEED MAGAZINE , October 20, 2020

artist Firouz Farman Farmaian virtually hosted his exhibition for his 2020 work Retrospective. He created a virtual reality display which is currently onGOING exhibit in Marrakech at the Palais Aziza

 The presentation included a panel moderated by Janet Rady, and featured Daniela Skopnik and Sveva Manfredi Zavaglia as guest speakers. It was a wonderful event with sincere and unique dialogues and discussion points along with a very interesting stylistic use of digital technologies through a virtual exhibit.


Starting off with an introduction from Palais Aziza Marrakech director, Daniela Skopnik, Farmaian noted that the pair had a totally natural working relationship. Farmaian pointed out that as an artist, there is a fine line when working with hoteliers, “we are not decorators” he told us. But, paired with the beautiful setting of the hotel and the symphony of the pair working together, the curated event was a very special moment for both artist and hotelier alike. The VR event was curated by creative agency WE R THE NOMADS, which is run by Farmaian and his wife.


They curated this event to highlight three dynamics that it shifts between: trace, memory and nomadic displacement, with a focal point always returning to women. In Retrospective, the veiled woman is one of the main pieces to capture the eyes of viewers and hold them, as they gaze through a spectacle that has transcended time yet connects us all. Each room, in both the hotel and the VR exhibit, feature a different period of Farmaian’s work. One could both online and IRL go around and visit each work of art in a different room, observe and read more about it. The event is in conjunction with KEBIRA foundation, a San Francisco based initiative dedicated to supporting Morocco’s youth who have been impacted by Covid-19 and Janet Rady Fine Art. It also supports Soar Foundation who aim to empower vulnerable young women with educational tools and opportunities.