be +
live
be+live
When a creative phenomenon becomes a lifestyle-RX
With love from ancient Persia for
Earth + Human + Mehr
With love from ancient Persia
FOR Earth + Human + Mehr
Art’a is Intrigue Yellow®’s signature lifestyle concept; an ancient Persian archetype, rigorously researched and rearticulated as a modern roadmap for wellness and wiseness. Designed to counter the stresses of artificiality and misinformation, Art’a restores the wholesomeness of humankind by reframing wellbeing as a lived, intelligent system rather than a fragmented solution. It serves as a prologue to understanding how human rights were cultivated as early as 529 BC not only as ethical ideals, but as biological, emotional, environmental, and societal necessities; positioning Art’a as a living cultural heritage for a modern, practical, intelligent world, rather than a static historical reference. This lifestyle-Rx functions as a remedy-based framework, decoding a vital system once lived as a way of life for peace on Earth and translating it into a biocode essential for clean human evolution. The IY Sphere operates as a collective cloud-museum; an accessible space for learning, practicing, and living responsibly for the joy of vitality. Once marginalized, the Art’a of PersianNess now re-emerges in a contemporary form as a human-made intelligence alongside artificial intelligence. Shaped by Balance + Beauty + Brain within the Heart + Mind + Body + Home framework, Art’a refines reductionist, copy-and-paste routines into precise, rhythmic, and joyful rituals. It cultivates wellbeing through emotional clarity (Jaan / جان), wiser living through ethical intelligence (Xerad / خِرَد), and anchors its compassionate soft power in Mehr (مِهر). Through generosity, gratitude, and Afzoonik (افزونیک); the practice of small, purposeful, action-packed additions, Art’a transforms creativity into a living lifestyle-Rx, embracing the Good of Humaness in everyday life.
When a creative phenomenon becomes a lifestyle-RX
it reminds me that real civilization begins when creativity becomes service & intelligence becomes care.
~Dr. Mahtab
Where Humanness Remembers the Good Life
Human Rights | 539 BCE
Cyrus Cylinder records freedom of belief, repatriation of displaced peoples, and cultural respect under Cyrus the Great. Widely cited as the earliest known rights-based governance text and preserved within global cultural-heritage discourse, including by UNESCO.
Geographic Origin & Reach
Originated in Ancient Persia (modern Iran), with centers such as Persepolis, Pasargadae, Susa, and Ecbatana. Extended across the Middle East, Central Asia, the Caucasus, South Asia, North Africa, and parts of Eastern Europe, including the “Stan” regions (-stan = “land of”).
Multicultural Governance
One of history’s earliest multicultural systems, governing diverse religions, languages, and cultures through ethical administration, local autonomy, tolerance policies, and advanced infrastructure.
Global Intellectual Influence
Influenced Greek political philosophy (notably Cyropaedia), informed Roman governance, supported the Golden Age of science, and contributed to the Renaissance, Enlightenment, and early American political thought.
Integrated Human Intelligence
Practiced a complete, lived system of intelligence—ethical, emotional, scientific, artistic, environmental, physical, social, and adaptive—long before modern “multiple intelligences” frameworks.
Lifestyle as Knowledge
Governance, health, ethics, science, art, architecture, poetry, agriculture, and movement functioned as one coherent lifestyle system supporting wellbeing and social stability.
Fragmentation Over Time
Selective historiography, political narratives, and modern reductionism segmented this unified system, leaving much of it archived rather than practiced.
Art'a
Lifestyle as Medicine
Multisensory is the New Multivitamin
Art’a is an inimitable, science-backed, multisensory lifestyle-as-medicine rooted in ancient Persian wellness wisdom and redesigned for modern life. Once dismissed as folkloric or spiritual, it belongs alongside modern medicine, freed from superstition and commercialized wellness branding, and translated into an accessible, practical lifestyle protocol. While impressions of this intelligence appear across today’s wellness culture, its full vision has remained largely untouched: well-being as a personalized, humanistic path toward clean human evolution and environmental balance. Developed by Dr. Mahtab Hariri with medical and scientific guidance, Art’a aligns daily rhythm, emotion, and environment through circadian biology, seasonal living, and intentional practice. Functioning as a living intelligence that restores vitality, clarity, resilience, and Farr (فَرّ) – the ethical and biological ‘glow’ – Art’a for today’s world emerges when life moves in an organizing vibes and beautification process – inside and outside – expressed in balance, beyond excess.
Beyond pills, powders, and habits lies the DNA of vitality activated by daily flow, where the seen and unseen meet in rhythm for joy and well-being.
~ Dr. Mahtab
