Sophie Maxwell of the design and brand image shop Pearlfisher has introduced Creativity to some of the most inspiring designers emerging from Beirut, Lebanon.

Sophie Maxwell of the design and brand image shop Pearlfisher has introduced Creativity to some of the most inspiring designers emerging from Beirut, Lebanon. Maxwell finds Beirut to offer an “unexpectedly harmonious fusion of stylish edginess and charismatic sophistication” – it is, after all, otherwise known as the “Paris of the East”.  Maxwell also offer some insights for brands looking to engage with consumers within this landscape and culture:

“The city of Beirut remains an almost unbelievable mixture of pristine new builds springing up next to ragged teardowns, meaning global brands don’t jostle for space here, rather they are framed by the stark landscape and this makes them seem more contemporary and edgy than they do nestled safely on 5th Avenue or Bond Street. But, creativity isn’t all imported here. New, and particularly premium, brands are in a prime position to build themselves self-styled temples. The standard for brand building here is meticulous and the challenge for any agency bringing its western ways is to retain the reason for their appointment – their simplicity and pragmatism perhaps- whilst not overtly westernizing or homogenizing.”

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