Architecture is a collective effort and has the incredible potential to achieve collective good for our society.
Sanam Samanian has established her career and business, Curatorial Agency, with a keen curiosity of and belief in the possibilities of art and architecture to shape our collective futures. These attributes are outcomes of Sanam’s early upbringing, where she and her family were always engaged in discussions and activities centered on culture.
Early in her career, Sanam worked for influential architectural firms such as Diamond Schmitt, DIALOG, Hariri Pontarini, and Sweeny&Co. Eventually, she decided to become a freelancer to advance her portfolio in art and curatorial services. This, coupled with marketing and business development services for clients, began to grow in demand.
The decision to formalize her business as Curatorial Agency came after completing her Master’s degree in Strategic Foresight & Innovation at OCAD University in 2020. This program, focused on future-oriented business development, provided Sanam with the tools to turn her growing freelance work into a successful agency.
The Curatorial Agency’s mission is centered around clarity and respect for the audience.
Sanam rejects jargon and hyperbole, focusing instead on meaningful communication and contextual relevance in cultural interventions. Beyond just marketing and business development, Sanam aims to engage the public with the art, architecture, and design of her clients’ work and the people behind it.
“I want the public to know that every meaningful building, artwork, design object has a group of people behind it with a vision who have poured their time and energy into creating a better world. I want the public to know of this humanity.”
Combining strategic business design with effective communication tactics, her agency caters specifically to architects, artists, and arts organizations, helping them realize their visions and tell their stories. Sanam values working with such clients who are open to possibilities and collaborative relationships.
Leaders meet people where they are and help each move forward toward an aligned vision.
Sanam leads by example, embodying the values she promotes within her agency. Her leadership style is characterized by humility and respect, aiming for her agency to have a significant impact on art, architecture, and design history.
Reflecting on leadership attributes she appreciates, Sanam notes:
“I respect the calm and graceful leaders who walk as slowly as their team’s slowest person but also never lose sight of the vision.”
Mentorship has played a crucial role in Sanam’s career. Influential mentors like Beth Kapusta, Dr. Alia Weston, and Alexander Manu have guided and inspired her. She values mentorship deeply, viewing it as an essential component of professional growth and success.
For Sanam, honesty, transparency, and respect are essential in the workplace and project work. She believes that personal passion should permeate professional interactions, rejecting the notion of separating business from personal values.
Curatorial Agency aims to have a great impact on art, architecture, and society.
Sanam describes her work as a holistic effort to develop future-forward projects in art, architecture, and design. Her agency collaborates with various creative sectors to create strategic success paths and produce effective, customized content.
“I’d like for Curatorial Agency to have the most impact in art, architecture, and design history. I’d like to work with those who deserve a place in history, helping them get there, and cementing their story.”
Sanam’s future goals include continuing to explore the potential of art and architecture and expanding her work into film and documentary projects. She is particularly focused on completing a book/documentary about the late Iranian-Canadian artist Hoda Zarbaf.
“My goal is to stay curious and hopeful about what art and architecture can do for our collective future. I aim to continue working with visionary people with meaningful ideas.”
Genuine inclusivity can advance our projects, professions, and society. Sanam advocates for a broader definition of success that includes socio-cultural, environmental, and historical impacts, not just financial gain. She emphasizes the importance of genuine inclusivity and diversity in the industry to advance the work of artists, designers, and architects.
“I wish for us to experience a shift from mere political correctness to employing an honest and genuine attitude about equity, diversity, and inclusion. The more perspectives we have for a project, the better, and it results in a more comprehensive outcome. I hope for us to truly understand and value inclusion and diversity.”
Sanam sees opportunities to learn in every project, setback and success.
Sanam’s career is marked by continuous learning and adaptation. Her proudest achievement is integrating strategic storytelling into her work to produce and achieve future-forward ideas. Narratives hold an incredible power to engage people.
“Every project holds lessons. I have learned that the more I know, the less I know; therefore, I need to keep learning. I need to continue to pay attention to the world.”
Sanam views challenges as opportunities for growth. The COVID-19 pandemic, initially a threat to her practice, expanded her ability to work remotely and collaborate globally, leading to innovative approaches in curating and project management.
“I remember sitting in Heathrow Airport in London when I heard about the virus and thinking this might end my career. But in months, the possibilities of working remotely with clients expanded. A challenge turned opportunity, this shift has broadened my practice, allowing me to work globally. I even curate site-specific installations and exhibitions from a distance now by way of virtual meetings and producing clear sets of drawings and helpful instructions.”
Sanam encourages emerging professionals to create their own paths and innovate, rather than following established precedents. She stresses the importance of evolving and improving the world through their work.
Sanam Samanian’s career to date exemplifies how passion and vision can transform a calling into a thriving, impactful business.
Curatorial Agency not only bridges the gap between strategic foresight and effective communication but also demonstrates the value of clarity, innovation, and inclusion in the art and design world. As she continues to explore new mediums and expand her impact, Sanam remains committed to fostering meaningful collaborations and advancing the future of creative industries – fostering public dialogue, engagement, and benefit.
