Unveiling of New Gallery Logo by Reza Abedini

at Soo Contemporary
Tehran, 2025

In a bold move to mark a new chapter in its visual identity, Soo Contemporary commissioned legendary Iranian graphic designer Reza Abedini to redesign the gallery’s logo. The initiative was led by curator and director Shirin Gharavisky, who invited Abedini—widely recognized as a master of contemporary Persian graphic design—to bring a fresh perspective to the gallery’s image.

The result is a striking magenta logo, presented in six dynamic variations, each capturing a different facet of the gallery’s evolving identity. Reflecting both tradition and modernity, the new logo reaffirms Soo Contemporary’s commitment to innovation and cultural dialogue.

To debut the design, an open public conversation between Gharavisky and Abedini was held at the gallery. The event provided a unique opportunity for audiences to engage directly with the creative process and vision behind the new visual identity.

The gallery invites the public to experience this new chapter in its story—where design, dialogue, and contemporary art meet.

Shirin Gharavisky (Tehran, Iran) is the founding director of Soo Contemporary. After finishing her university studies in Industrial Engineering and working on construction projects and project management in Iran, she moved to Toronto, Canada to pursue an artistic career and study art. There she studied at the Ontario College of Art & Design University (OCAD U) and obtained a BA degree in Fine Arts. In 2017, she returned to Tehran to establish an art gallery in the Iranian capital. As so, Soo Contemporary was founded in Tehran in 2017. 

Soo’s first venue, located in the north of Tehran, served as an interim space for two years while Shirin simultaneously managed a large renovation project at the current venue of Soo Contemporary in downtown Tehran. Under her direction, Soo showcases works and projects by some of the youngest generations of Iranian artists, fresh talents, cutting-edge media, and new genres, as well as promoting its spectrum of interest in more traditional media as well as emerging and more established artists. 

Soo Contemporary has become a space for artistic expression, having hosted more than 80 exhibitions that have brought together the talents of over 230 artists. In addition to her directorial role, Shirin has served as the curator for 10 exhibitions at Soo, promoting her perspective on contemporary art. 

Continuing these efforts, in 2020, her passion for art transcended conventional spaces as she founded Soo Community, an initiative that goes beyond the confines of a physical space. Soo Community has hosted 10 site-specific projects and events that focus on the underground currents in the Iranian art scene, connecting artists with a wider audience and making possible boundless artistic expressions. 

Establishment of Soo Contemporary Art Gallery

“Soo Contemporary” is a contemporary art gallery in Tehran, Iran. While mainly focusing on showcasing the youngest generations of Iranian artists, fresh talents, cutting-edge media and new genres, Soo also seeks to promote its spectrum of interest in more traditional media as well as emerging and more established artists.

With a multifaceted program that includes smaller-scale installations, site-specific projects, larger exhibitions, and multimedia and audiovisual events, Soo caters to the discerning audience base of Tehran’s vibrant art scene. Established in 2017 by director Shirin Gharavisky, after two years of working at an interim space in the northern neighborhoods of …
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