Art’a
The Living Intelligence as a World Heritage
Intrigue Yellow® reimagines ancient Persian sources from static World’s Cultural Heritage into Art’a of PersianNess—a dynamic way of life. Ensuring its creative intelligence is neither mistold nor underpinned, Intrigue Yellow® moves beyond preservation to foster a living practice that integrates harmony, beauty, and ethical well-being into daily life. Through storytelling, design, and education, we bridge past and future, ensuring Art’a remains a source of innovation and wellness for generations to come.
Intrigue Yellow® reimagines ancient Persian sources from static World’s Cultural Heritage into Art’a of PersianNess—a dynamic way of life. Ensuring its creative intelligence is neither mistold nor underpinned, Intrigue Yellow® moves beyond preservation to foster a living practice that integrates harmony, beauty, and ethical well-being into daily life. Through storytelling, design, and education, we bridge past and future, ensuring Art’a remains a source of innovation and wellness for generations to come.
Art’a
The Living Intelligence as a World Heritage
The Y is the spark—the question that ignited Intrigue Yellow®.Y accept rigid lines when life is meant to flow? Y the Untolds, the marginalizations, the barriers to peace and progress? Y has a heritage of poetry, mathematics, science, art & architecture and human rights been fragmented instead of embraced as a universal legacy? Intrigue Yellow® exists to cultivate a soft power of purposeful contentment—a way of living that harmonizes intelligence, creativity, and well-being. It reawakens human heritage as a shared resource, offering a path where knowledge, beauty, and balance become part of everyday life.
Founded by Mahtab Hariri, Pharm.D.—a Persian American mother, doctor, and culturist—Intrigue Yellow® began in 2019 as a women-led initiative to elevate creativity and emotional intelligence, essential yet often overlooked forces in human progress. By 2023, it had evolved into a global platform for entrepreneurial philanthropy, merging nonprofit impact with for-profit innovation to create opportunities for the next generation.The Intrigue Yellow® ‘Sphere’ funds scholarships to produce, publish, and promote the Art’a Lifestyle Brand, shaping an academy of humanness, where creative minds thrive—as it was done over 2,500 years ago—ensuring that human intelligence (HI) and heart guide the future.
ART’A
The Mirror of Time - A Living Reflection by Intrigue Yellow®
Intrigue Yellow® reimagines ancient Persian sources from static World’s Cultural Heritage into Art’a of PersianNess—a dynamic way of life. Ensuring its creative intelligence is neither mistold nor underpinned, Intrigue Yellow® moves beyond preservation to foster a living practice that integrates harmony, beauty, and ethical well-being into daily life. Through storytelling, design, and education, we bridge past and future, ensuring Art’a remains a source of innovation and wellness for generations to come.
The Y is the spark—the question that ignited Intrigue Yellow®. Y accept rigid lines when life is meant to flow? Y the untolds, the marginalizations, the barriers to peace and progress? Y has a heritage of poetry, mathematics, science, art & architecture and human rights been fragmented instead of embraced as a universal legacy? Intrigue Yellow® exists to cultivate a soft power of purposeful contentment—a way of living that harmonizes intelligence, creativity, and well-being. It reawakens human heritage as a shared resource, offering a path where knowledge, beauty, and balance become part of everyday life.
Founded by Mahtab Hariri, Pharm.D.—a Persian American mother, doctor, and culturist—Intrigue Yellow® began in 2019 as a women-led initiative to elevate creativity and emotional intelligence, essential yet often overlooked forces in human progress. By 2023, it had evolved into a global platform for entrepreneurial philanthropy, merging nonprofit impact with for-profit innovation to create opportunities for the next generation.The Intrigue Yellow® ‘Sphere’ funds scholarships to produce, publish, and promote the Art’a Lifestyle Brand, shaping an academy of humanness, where creative minds thrive—as it was done over 2,500 years ago—ensuring that human intelligence (HI) and heart guide the future.
I am IY!
When a seasoned biologist, pharmacist and passionate mother dives deeper into her identity as a Persian-American, she becomes unstoppable in asking “why.” This relentless pursuit became her path to recycling herself into an updated version and rediscovering life’s true purpose after facing a heart-health challenge. Her blend of curiosity and the vibrant color yellow transformed into a remedy-driven lifestyle brand, designed to serve as a resource for functional optimism beyond medicine and “fictions”. From a burst of happier dreams to a nonprofit foundation, Mahtab Hariri, Pharm.D., describes the formation of Intrigue Yellow®️ as “lucky strokes of serendipity.”
By blending art and science with creativity. IY evolved from a grassroots humanitarian business focused on women’s initiatives in Chicago in 2019 into an innovative entrepreneurial philanthropy for all humankind by 2024. Its mission became architecting a lifestyle system that emphasizes human intelligence and fulfills basic happiness needs for living well on clean Earth. This ambition promotes global health and stronger human connections by uplifting talents over shadowed by politics or gender. Through internships and scholarships, IY fosters a global vision of diversity and inclusivity, advancing its mission.
I am IY!
Y...IY?
IY asks Y.
As all foundations need a strong founding, Intrigue Yellow®️ set out to uncover the most ancient source of human rights from ancient Persia and study its lifestyle without bias. Untold stories were decoded from literature and evidenced and unified science, leading to a reimagining of emotional intelligence to promote health and redefine humanness in the face of modern stresses and the epidemic of loneliness in the information age. This avant-garde effort gave rise to a lifestyle-as-medicine resource called Art’a, an ancient Persian term meaning the order and beauty of natural law.
Be+Live = Believe
Support the Intrigue Yellow® Patronage Program to advance initiatives that blend ancient wisdom with modern life. Your contributions help bring overlooked stories to light through publications, productions, and events, while supporting mentorship, internships, and scholarships for emerging talents. Consider a planned gift, including us in your will or living trust, or partnering in a for-profit venture where proceeds support our mission.
Intrigue Yellow®️ sustains itself through a multifaceted model encompassing nonprofit and tax-deductible initiatives, alongside joint ventures that directly support IY missions. By emphasizing minimally curated planning, IY showcases talents through meaningful engagements that celebrate campaign milestones and promote awareness and education through virtual or live experiences. Contributions of time, skills, and monetary support ensure efficient resource use, creating an intelligent, hands-on resource for modern humans and future generations. Intrigue Yellow®️ also encourages planned gifts, inclusion in wills or living trusts, and for-profit partnerships that advance our mission. Get involved, contact us, or donate today to help IY make a lasting impact and build a global community that cares for living a hopeful life.
Intrigue Yellow®️ sustains itself through a multifaceted model encompassing nonprofit and tax-deductible initiatives, alongside joint ventures that directly support IY missions. By emphasizing minimally curated planning, IY showcases talents through meaningful engagements that celebrate campaign milestones and promote awareness and education through virtual or live experiences. Contributions of time, skills, and monetary support ensure efficient resource use, creating an intelligent, hands-on resource for modern humans and future generations. Intrigue Yellow®️ also encourages planned gifts, inclusion in wills or living trusts, and for-profit partnerships that advance our mission. Get involved, contact us, or donate today to help IY make a lasting impact and build a global community that cares for living a hopeful life.
Intrigue Yellow®️ sustains itself through a multifaceted model encompassing nonprofit and tax-deductible initiatives, alongside joint ventures that directly support IY missions. By emphasizing minimally curated planning, IY showcases talents through meaningful engagements that celebrate campaign milestones and promote awareness and education through virtual or live experiences. Contributions of time, skills, and monetary support ensure efficient resource use, creating an intelligent, hands-on resource for modern humans and future generations. Intrigue Yellow®️ also encourages planned gifts, inclusion in wills or living trusts, and for-profit partnerships that advance our mission. Get involved, contact us, or donate today to help IY make a lasting impact and build a global community that cares for living a hopeful life.
The Gift.
