Arj Heaters, Abbas Kiarostami, and the Resonance of Ahmad Shamloo’s “New Snow”

During the peak years of Iran’s industrial advancement, acclaimed filmmaker Abbas Kiarostami produced a commercial for Arj heaters, accompanied by the timeless verses of Ahmad Shamloo’s celebrated poem: “New snow! New snow! Hello, hello, sit down, you are well-seated on the rooftop.”

This advertisement left an enduring impression on the Iranian collective memory.

Established in 1937 by Khalil Arjomand with a team of only eight workers, Arj holds the distinction of being the first manufacturer of home appliances in Iran and the broader Middle East.

Throughout its eight decades of operation, Arj not only contributed to the industrial history of Iran but also reflected the nation’s evolving social landscape. The company initially commenced operations with the production of metal folding chairs.

By the 1970s, Arj had significantly expanded its portfolio to include a wide range of oil-fueled and electric household appliances, securing a prominent position in Iranian households.

The name “Arj” was derived from the initials of Khalil Arjomand’s surname and symbolically represented three core industrial disciplines: metalworking, casting, and welding — the foundational pillars that shaped the brand’s growth and legacy.