Leilan was born out of a sense of social responsibility — grounded in the belief that every individual and every organization bears a duty toward their society. This project strives to reflect the values that can make our collective life more humane, brighter, and more meaningful.
Leilan seeks to draw attention to fourteen fundamental values, rooted in ethics, wisdom, and compassion. At each stage, it uses a particular day or occasion as a pretext to recall, convey, and keep that value alive within the spirit of the community.
The ultimate aim of Leilan is to foster a mindset of living through values — values that manifest in art and intertwine with life itself.
In parallel with its social dialogue, Leilan also supports artists and encourages organizations to invest in original artworks — believing that art is the lasting language of social responsibility and a sign of a society’s maturity.
About the Collector
Nasser Pashapour Nikoo is a collector, ideator, and compiler of the Leilan project, and the founder of the DNAUnion Group — one of the influential figures in Iranian advertising and entrepreneurship. In 2016, he was selected as Entrepreneurial Leader of the Year and received the National Medal of Entrepreneurship. His professional career in management consulting, marketing, and advertising began in 1991; through years of economic crises, he has consistently sought to turn threats into opportunities and to open a new window to the world upon every closed door. Leilan is his personal project — an experience uniting thought, art, and social responsibility. The idea sparked in 2017 with a simple yet human gesture: a personalized Nowruz greeting to colleagues and business partners. That small idea has since grown into an endeavor of fourteen themes and fourteen human values — principles that, in his view, form the foundations of a better, more inspiring society.
