While emerging literature explores how organizations engage with the past, investigations of how complex relationships to the past influence mobilizing multiple forms of historical representation in practice remain scarce. The current study examines different relationships to the past to shed light on how their complex and at times contradictory connotations relates to the use of multimodal historical cues in organizational practices, based on a qualitative study of art galleries in downtown Tehran, Iran. We describe how fondness for, aversion to and conflicted relationships with the past coexist, and how and why actors use diverse historical cues to express these diverse relationships in practice. We add to current understandings of organizational uses of the past by offering insights into how and why organizations actively evoke and manage positive, negative, and conflicted relationships to the past, and how these relationships draw upon diverse discursive and non-discursive supports to organizational practices aiming at different yet complementary goals.