While much life on the street is presented by the world's media as foreign and inhibited, behind these closed doors the lens captures a life that is immediately recognisable in all its richness. The challenge was in delivering such a diversity and richness in a collective photographic work telling the story of contemporary Iranian way of living.

The UNHATE Foundation requested the Agency to promote an editorial project in order to spread its message of non discrimination and change the perception of Iranian way of living behind closed doors overcoming current stereotypes. The agency decided to involve 15 young Iranian photographers to bring those private living rooms into a new public sphere. The living room is a place where you can feel free, not subject to the continuous observation or control and judgement by others. It is a private Iran, very different from the image we are used to seeing.

The photographic content of the book was made by 15 young Iranian photographers, so the book is built around the concept of 15 small books, made into one collective book. Each inner book within the book follows the same structure. Like the photographers, each carpet is unique but they share the same cultural archetypes that make them Iranian.

The 15 books are complemented by 15 colour breaks, sampled from the content of each photographic story. These distinctive colours are revealed on the spine, suggestive of an eclectic series, bound together by a common thematic.

At this date, about 1,000 copies have been sold online, at the agency’s store, since its launch in June 2013. At the beginning of the distribution phase a paradoxical episode of censorship occurred. PayPal initially refused to fulfil the orders, and the very reason was the word “Iranian” in the title, a banned word. The media, of course, were interested in sharing this unbelievable story, giving further attention to the book.