Liberating the Imprisoned Soul of Dorian Gray: Cultural Affordance as design tool to rediscover cultural values

Design needs to recognize cultural content as embedded values to trigger meanings beyond functionality; these values can be discovered and rein-terpreted for the contemporary society. In this context affordance will be declined into cultural affordance as a concept and framework within which meanings could be better detected, resonated and understood. Some examples from Iran and Egypt are given to explain the theoretical framwork, while in the continuum some tools for detecting those mean-ings are introduced as well: interactivism, storytelling and reflective translation as intrinsic memory keepers of tradition and culture of a given context. The article aims to conclude with some manifestations which could shape the direction and scope such a concept. The scope of dis-cussion is to go beyond a naming of mere heritage and assigning artistic value to them.