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Carpets play very important role in Persian culture. In this desert country they are substitudes for fresh vegetation.
When man puts his carpet on the sandy ground, he disappers from his surrounding, he feels like he went to some beautiful garden.
It's the most important house furniture - people eat on it, sleep on it, sit on it. No matter if you're a rich Teheranian or poor nomad living in tent in mountains, carpet is the most crucial thing to have.
And often most precious. One doesn't throw it away when it's used - one repairs it, as the older carpet more valuable it becomes. This leads to situation where 100-years old carpets are considered young...