OUR STORY
Background: In the early 17th century, glass mirrors were introduced to Iran. Many arrived broken in transit; rather than being discarded, they were reimagined using the geometric principles of the tradition of Iranian muqarnas craftsmanship. The result was a distinctive art form, Iranian mirrorwork (Ayeneh-kari), born of resourcefulness and creativity.
Inspired by this heritage, we, Azade Baloochi & Peyman Gerami, founded mirroRE (Mirror REflection REimaging) in Amsterdam in 2025 as a VOF (general partnership). mirroRE reflects the honoring of history as a source of inspiration and coexistence with resources. We now hold a mirror to reflect the light of the past into tomorrow’s interiors.
mirroRE is rooted in our deep technical and emotional engagement with Iranian mirrorwork, standing at the intersection of our theoretical and practical expertise in art:
Peyman Gerami: Rooted in 15+ years of experience in art and healthcare, after earning my Master’s in Interrelational Art Practices (NL), I assumed the role of an artpreneur, someone who uncovers hidden, imaginative opportunities and builds and scales creative ventures at the intersection of art, culture, and impactful entrepreneurship. I co-founded mirroRE to bring this perspective into Iranian mirrorwork.
2021- Interrelationl Art practices, Hanze University. Netherlands
2017-M.A Research Of Art,Azad university of Yazd. Iran
2011- Bachelor of art in painting, Soore art university of Tehran. Iran
2004- Associate Degree, anesthesia , Medical Science University of Kashan
Experience spanning 10 years in emergency and operating room as a technician, alongside a parallel career in visual arts and research. Collaborated on joint and interactive art projects, with three solo and multiple group exhibitions internationally . Held over 50 creativity workshops in Amsterdam with Azade Baloochi. Active contributor to Persian-language art and literature publications. PORTFOLIO
Azade Baloochi: Rooted in design, painting, and a Master’s in Illustration, with 15+ years of experience in jewelry design, making and teaching, I regard Iranian mirrorwork as a jewel for our spaces and a storyteller of history in our lifestyle. Accordingly, I co-founded mirroRE as a continuation of my jewelry design approach.
2012- M.A in illustration, College Of Fine Art Of Tehran University . Iran
2009- B.A in painting, Sooreh Art University of Tehran. Iran
Experience across seven professional roles, including teaching and jewelry design for leading brands. Founder of two jewelry lines, with three solo and nine group exhibitions held internationally. Recognized as Iran’s Best Young Artist (2009) and IGI Award Winner (2022 & 2023–2024). Held over 50 creativity workshops in Amsterdam with Peyman Gerami. PORTFOLIO
Mission
Timeless reflections of tomorrow’s interiors off mirrors from the past.
Turning mirrors into durable, treasured pieces worth keeping.
Contemporary potentials of Iranian mirrorwork in advancing the interior design market.
Craftsmanship carrying the historical wisdom of the past + ♻️ Circular approach to upcycling used mirrors.
Vision & Value Proposition
By activating the contemporary potential of Iranian mirror work, characterized by its bespoke nature, unique reflective quality and resourcefulness in circular and upcycling design, we craft a meaningful dialogue with current interior design trends.
At mirroRE (Mirror Reflection Reimaging), rooted in a partnership-driven strategy, our hands are ready to tango with skilled hands, robotic arms and any other initiatives to reflect the future of interiors by crafting a profound sense of presence, inherently embedded in craft and art.