The institution, in collaboration with the Tehran Magazine and Famori Studio, has been established to support young artists and link the private art institutions of the country, centered around the economy of art.

Photographs by Iranian and foreign artists will be displayed and sold in seven editions at Negar, No. 4, Entezami Museum, Alihah, Ariana and the Rooberoo Mansion Art Galleries in Tehran and Matn Art Gallery in Isfahan during a quarterly period.

The goal of this project is to create an equal opportunity for the artist and audience. The Platform 101, on the one hand, is an opportunity for people to transform their lives through art, and on the other hand, it is an opportunity for the artist to make their art fairly accessible to everyone.

Following this project, exhibitions featuring 101 small black and white photos, will open on July 1 at Rooberoo Mansion and Negar Art Gallery. The second exhibition tour will begin on July 28 at No.4 Gallery and on August 6, the home of the Master’s Museum will be opened. This exhibition will be held on August 19 in the Isfahan Art Gallery, and in Tehran, the Aliyah Gallery will hosted the event on August 16 and Ariana Gallery will hold the event on September 16.

The first exhibition tour, curated by Mohammad-Ali Famori and Reza Famori, called ‘Decisive Moment’, will commemorate Henri Cartier-Bresson (1908-2004), the famous French photographer. He played a fundamental role in the invention and the development of photojournalism, the decisive moment and street photography.

Furthermore, he is also one of the founders of Magnum, the most prestigious news agency worldwide. Many consider him to be the father of photojournalism since his strolling and alert eyes have immortalized many historical instants, including the bloody victories of the Republicans in Spain, the liberation of Paris in 1944, the last hours of Gandhi’s life before the assassination and the victory of the Communists in China. Today, the idea of ​​a decisive moment with a particular type of photography is considered synonymous with Cartier-Bresson.

He chose this name for his book, the most famous photography book in Europe, and in that decisive moment he introduced the best moment for pressing the shutter. This moment occurs when the visual and psychological elements of people in real life gather briefly on their own, and in the full creativity, the nature of this situation is recorded. Some believe that the unique purpose of photography, as compared to other visual arts, is to record this glancing moment in the fluid flow of life.

Platform 101 intends to allocate each exhibition period to one of the world’s greatest photographers to study the impact of new artists on the vision of past photographers, and in fact present the project as a research work.

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