Iranian carpet weaving—particularly the Qom carpet—is widely acknowledged as one of the most valuable and refined expressions of the nation’s cultural and artistic identity. For centuries, these carpets have represented not only a practical craft but also a symbolic art form that reflects spiritual beliefs, social traditions, and regional aesthetics. Despite their historical significance, the contemporary context of carpet production has undergone considerable transformation. Industrial shifts, changing economic conditions, and the pressures of global market competition have gradually weakened the position of Iranian carpets, leading in many cases to a departure from their original design principles and a decline in their cultural prominence.

In this regard, rethinking and redefining the methods of presenting, displaying, and narrating carpets in specialized exhibition spaces can play a crucial role in restoring both their cultural relevance and economic value. When carpets are framed merely as commodities, their potential to act as carriers of history and identity remains underexplored. However, if exhibitions are deconceptualized as cultural experiences, visitors can engage more deeply with the stories embedded in motifs, colors, and compositions. This perspective forms the basis of the present study, which seeks to identify and analyze the visual and conceptual components of Qom carpet motifs and to explore their reinterpretation in the interior architecture of exhibitions. By doing so, the research aims to create an exhibition framework that offers audiences a layered cultural and narrative experience, extending well beyond commercial objectives.

Adopting a qualitative methodological approach, the study relied on both textual and visual content analysis. In the first phase, scholarly literature, historical records, and specialized documentation on Qom carpets were examined. Data were processed using open, axial, and selective coding in order to extract recurring themes and conceptual frameworks. In the second phase, six exemplary Qom carpets were selected as case studies. These were analyzed with the assistance of MAXQDA software, which enabled the application of multi-criteria metrics—such as the Jaccard coefficient and Euclidean distance—to evaluate structural similarities and distinctions among patterns.

The findings highlight several core elements that define the unique aesthetic of Qom carpets. These include centralized composition, which creates a sense of balance and unity; symmetrical arrangements, which evoke harmony and spiritual order; repetitive rhythmic sequences, which guide the viewer’s perception; and the use of both floral and geometric motifs, which symbolize the coexistence of nature and abstract order. In addition, the symbolic application of color—ranging from deep reds and blues to subtle creams and greens—was shown to carry cultural and emotional meanings that could be translated into spatial experiences. Together, these components offer substantial potential for adaptation in exhibition design, where motifs and principles can be reinterpreted architecturally to shape space, light, and atmosphere.



Based on this analysis, the study proposes a conceptual model that positions the Qom carpet not merely as a decorative artifact but as a multilayered medium of cultural expression. This model underscores the carpet’s ability to embody visual beauty while simultaneously conveying identity, memory, and semantic depth. Accordingly, several strategies are recommended for exhibition design: centralized spatial organization to mirror carpet composition; neutral background settings that allow motifs to stand out; ornamental details inspired directly from traditional patterns; layered lighting techniques that highlight textures and colors; and interactive installations that invite audience participation.

In conclusion, by integrating these strategies, exhibitions can revitalize the role of traditional arts within contemporary design, bridging the gap between heritage and modernity. Such an approach not only strengthens the connection between audiences and cultural heritage but also contributes to preserving and revaluing Qom carpets as dynamic cultural assets in the global context.