Amad Mian and Waleeya Ahmad are the founders of Dastaangoi, a multifaceted platform based in Pakistan and the UAE dedicated to supporting and showcasing creatives from the Global South. In an interview with EastEast, Amad shared the project's main sources of inspiration, concepts, and future plans. In addition to the interview, we have collected several profiles of artists who have taken part in the Dastaangoi Art Residency in Islamabad.
Dastaangoi started in 2020, when my wife and I got stuck in Pakistan during the pandemic: we had gone there to get married. In the heart of Islamabad, we have a 14-acre orchard and vineyard. And we ended up transforming the estate into an art residency.
Our goal for the open call was to build a bridge between Pakistan and the rest of the world. We wanted to see if people would be interested in coming to Pakistan to create, exhibit, and work during a two-week period alongside different mentors and artists from all over the world. We set up an advisory board for the program, with Sheikha Hoor Al Qasimi of Sharjah Foundation, Pablo Del Val from Art Dubai, Sunny Rahbar from The Third Line, Lina Lazaar of Kamel Lazaar Foundation, artists Rami Farook and El Seed, and Caroline Louca, the ex-Managing Director at Christie’s Middle East. To our surprise, in 2021, we received around 200 applications from all over the globe. This program has continued to grow ever since.
Dastaangoi began purely as a residency, but as we realized there was a huge appetite for the artwork produced during these sessions. Almost all of it sold, indicating a strong demand for emerging artists from the region. That’s when the idea of a gallery emerged. Looking back, I see how Dastaangoi has evolved into a much larger entity. We now consider it a platform dedicated to showcasing art, design, and culture from the Global South. This includes travel, product design, artist residencies, and exhibitions across Pakistan and our current home city, Dubai.
The name Dastaangoi consists of two words: “dastaan,” meaning story in Farsi, Urdu, and several other languages, and “goi,” which means to tell. So, Dastaangoi essentially means “storyteller.” The name was suggested by my dad, who writes in Farsi. We were having trouble coming up with a name, and while we were sitting outside on the farm, he proposed that we start telling stories. The idea resonated with us because our part of the world is rich in oral storytelling traditions. My grandparents, for instance, were incredible storytellers who could captivate you for hours. However, finding these stories in written form, especially in English, can be challenging.
Growing up in Dubai, I never saw anything positive being said about Pakistan or our region. We always looked to the West for inspiration. That frustration led me to launch a podcast interviewing creatives and entrepreneurs from this region to showcase the incredible talent within my friends’ circle. Starting Dastaangoi was a very personal endeavor for me. I grew up feeling ashamed of my Pakistani heritage because the media often portrayed us negatively, focusing on terrorism and other issues. Now, as a father, I don't want my daughter to grow up hearing the same negative narratives about our region. We have so many talented artists, creatives, and musicians that deserve to be celebrated. One of my main motivations is to highlight the beauty of this region through products, art, and collaborations with various brands. With Dastaangoi, I wanted to change my own narrative and relationship with my country and the region.
At some point, the United Nations in Geneva reached out to Dastaangoi. They invited us to Geneva to give a speech about creating diversity and establishing peace. Seeing our work recognized on such a global platform was incredible. But our biggest highlight is the residencies themselves. After each one, we debrief with the artists and reflect on the relationships built, the conversations had, the friendships formed, and the work produced. It's incredibly fulfilling to see the end result of these interactions.
Our candle business started quite unexpectedly. My wife and I were in the north of Pakistan and saw beekeepers on the side of the roads selling delicious honey. When we asked what they did with the beeswax, they said they either reused it or threw it away. So, we bought the beeswax and had some beautiful candles created from it. It started as a way to fund the gallery and residency. Both of us are huge fans of scents, and this region is one of the biggest consumers of fragrances. That’s how we launched our fragrance candles. The idea was to create an affordable way for people to join our community and learn about Dastaangoi. Our range of 11 scents tells stories about different places from the global south, like Orange Blossoms of Damascus, Cedars of Lebanon, Monsoons of Mumbai, and Jasmine of the Orient. Each one resonates with people differently and tells another beautiful story from our region.
Our team is quite small; it's just my wife and me full-time. However, we collaborate with various people across different areas. For instance, our candle business has a team of ten people. We also work with partners like Art Dubai for art curation and exhibitions and have a few freelancers in Pakistan.
Photography credit: Danish Khan
This year’s residency program is aligned with the Biennale in Lahore that focuses on ecology and sustainability. Our theme is therefore centered around sustainable design. The idea is for artists, designers, and architects to apply, spend two weeks to a month in Pakistan, and present their works at a parallel exhibition during the Biennale. We are really excited about this opportunity.
Looking ahead, my dream is to see Dastaangoi become a cultural consultancy with a physical space where people can hear stories, see exhibitions, and interact with different artists. I want our residency programs to extend beyond Pakistan to Dubai and other parts of the world. We aim to champion and highlight the stories, artists, products, and designers from our region globally. Over the last five years, we’ve witnessed a vibrant creative scene in Pakistan. We used to import a lot, but now it's time to export our talent. That’s my greater mission. For example, we are planning exhibitions in France later this year and more in Dubai. Our candle brand is now shipping worldwide, and I want to do pop-ups and eventually have a physical space for it. Why can’t we have stories from this region in homes all over the world? That’s my mission for Dastaangoi—to spread our story globally.
Faizan Riedinger, born in 1988, is a German-Pakistani visual artist and musician based in Karachi, Pakistan. His works have been featured in exhibitions both locally and internationally, some were acquired by the Islamic Art Museum Malaysia in 2023.
Riedinger’s art is characterized by his meticulous use of architect’s pens to create intricate, calligraphic-inspired motifs. These motifs, often forming geometric patterns like circles or linear designs, are rendered in both monochrome and contrasting colors. His process-driven works are hypnotic in their precision and repetition, embodying what he describes as “hyper-minimalism.”
Despite the challenges of his method, Riedinger finds satisfaction in the exacting nature of his work, stating that the constraints he sets are both frustrating and rewarding. His recent exhibitions include “Cognitive Constructs” (2024) at Koel Gallery in Karachi and “Beyond Material” (2024) in Dubai.
Faizan on becoming an artist:
From an early age, I realized my obsession with creativity, whether in music or visual art. It was then that I subconsciously recognized my identity as an artist.
On making art:
Feelings can fluctuate based on the type of art you’re creating. At times, you need to be deliberate and methodical, while at other moments, a more free-flowing approach is fitting. My goal is to cultivate a meditative state of mind, allowing me to fully immerse myself in my work, especially when I’m engaged in my repetitive script.
On his audience:
I am deeply fascinated by the element of curiosity in my artwork. It brings me great satisfaction to see viewers engage closely with my pieces and take their time to explore them. To me, transformation is a source of inspiration.
Noreen Ali, born in 1994 in Pakistan, is a multidisciplinary artist currently based in Copenhagen, Denmark. She graduated with a BFA from the Indus Valley School of Art and Architecture in Karachi in 2015 and now balances her studio practice with her work as an art educator. She’s also pursuing a dual Master’s degree in Visual Studies and Art Education at Aalto University in Helsinki and Aalborg University in Copenhagen. Ali works across different mediums, including printmaking, painting, performance, poetry, and video art.
Her art explores the relationship between humans and the natural world, challenging the idea that humans are more important than nature. Drawing on posthuman studies, Ali questions the divide between human and non-human life, calling for more coexistence and understanding. She reflects on the anxieties caused by climate change while highlighting the fragility of the environment.
Ali also focuses on the importance of eating locally sourced food, connecting it to cultural heritage and sustainability. She encourages a return to traditional food practices that align with local climate and culture. In 2015, she won the Imran Mir Emerging Art Prize and has exhibited her work both nationally and internationally.
Noreen on becoming an artist:
I’ve always felt a bit different, whether at school or within my family, and I naturally gravitated towards drawing and writing poetry to express myself. However, it wasn’t until my English literature teacher recognized my artistic potential and encouraged me to pursue it professionally that I considered that path. Since that moment, I haven’t looked back—I threw myself completely into my art.
It became my passion, my voice, the way I connect with the world. Every piece I create feels like a part of my soul being translated into a visual form. It's a constant, driving force that pushes me to explore new ideas and challenge myself, and I can’t imagine living without it.
On making art:
When I create art, it's like a hurricane of emotions — I feel vulnerable, filled with love, and often grief. It's the kind of love that's both fulfilling and demanding, always urging me to push the boundaries for more intensity.
On her audience:
As for how I'd like my art to transform viewers, I hope it sparks a way of thinking that challenges their perceptions of reality. I want them to picture alternative futures, to imagine a world where humans and non-humans coexist in harmony. Art, to me, opens up dimensions beyond what can be measured or quantified, offering optimism about human nature and an acceptance of the absurd. Instead of imposing a fixed meaning, I want my viewers to create their own stories, letting my work resonate with their personal interpretations.
Maryam Lame, born in 1985 in Iran, is a contemporary artist who breathes new life into the centuries-old tradition of Persian "Flower and Bird" (Gol-o-Morgh) painting. With degrees in graphics and painting, she quickly gained national recognition and became an active member of Iran’s key visual arts associations.
Maryam combines traditional techniques with her unique personal style, showcasing her work in exhibitions around the world. Her solo exhibitions include shows in Paris (2008), Istanbul (2019), and Dubai (2023, 2024). She has also participated in over twenty group exhibitions, including the Florence Biennale (2023) and Art Dubai (2024). In 2022, Maryam took part in the Dastaangoi Art Residency in Islamabad, Pakistan, which added a new dimension to her practice.
Beyond her creative practice, she teaches Iranian painting, serves as a juror at international festivals, and regularly publishes her thoughts on art.
Maryam on becoming an artist:
I realized I was an artist from childhood. I was always fascinated by my surroundings, observing objects and details with curiosity. Shapes and colors held a special allure for me. Over time, my interest in colors and forms deepened, and when I was able to find my own voice through art, that was when I truly felt like an artist.
On making art:
When I create art, I feel a profound sense of freedom. Painting provides me with an emotional release and a way to express my connection with the world. Through art, I can convey both my hidden and visible emotions and ideas, and this process is a liberating experience for me.
On her audience:
I hope that my art inspires viewers to look deeper into themselves and the world around them. My works often carry layers of meaning, and I believe that art can transcend mere observation, touching people emotionally and prompting them to reflect on their own lives. I want my paintings to lead viewers toward a deeper sense of self-awareness and insight.
