For four evenings at the end of September, Seaside Arena on the Beirut Waterfront hosted Interiors Lebanon, held alongside the 27th edition of Project Lebanon. We were there as the exhibition’s Brand Ambassador, with one question in mind: how wild can we get?
Not a Stand. A Sample.
We create concepts, and concepts are meant to be experienced. When a brand comes to us, we give it more than a space. We give it a world that people walk into, remember and talk about.
So we didn’t build a booth to show our work. We built one that works the way our projects do. For ten minutes, visitors didn’t look at L’Art-qui-tecte. They were inside it. It was a small taste of what we create for the brands we work with.
Designed for Five Senses
Sight. Ten visitors entered at a time, the curtain closed behind them, and the screens took over. A waterfall poured from wall to wall, the mangroves closed in, elephants crossed and a gorilla looked straight back. Our projects appeared inside the story: Malak Al Tawouk, a private villa, a playground, Bubble Gate. They were part of the narrative, not a portfolio reel.
Sound. The sound surrounded visitors and set the pace of each scene. The arena outside disappeared for ten minutes.
Touch. Every surface asked to be handled: palm-print sheers, heavy velvet drapes, tiger print, perforated screens, and the soft furniture inside the screen experience.
Smell. Living plants filled the booth: palms, olive trees, cypress and broad tropical leaves. They gave the air a fresh, green scent that set the booth apart from the rest of the arena.
Taste. Dip n Dip, a brand we design for, set up its cart under a “Dip, Smile & Celebrate” arch. Having them there was deliberate. The brands we work with are part of the work, not just the subject of it, and every visit ended with something sweet.
The Materials Behind It
A theme like “wild” only works if the materials commit to it. That came down to two partners.
Skaff dressed the booth: the palm-print and animal-print curtains, the velvet drapes, and the furniture inside the screen experience. Every fabric was chosen by hand to carry the theme through texture.
Spectracolor supplied the screens that carried the experience. Their images were large and sharp enough that visitors felt they were standing inside each scene, not watching it.
Inside the Second Space
Past the screens, the pace slowed. Animal portraits in period dress hung against the palm print. Our artists’ watercolour sketches lay out on a table, and VR headsets let visitors walk through unbuilt projects. A pegboard simply read 662 projects. 20+ countries. Since 2012.
On Stage: From Strategy to Space
Our founders joined the conference panel Concept-Driven Interior Architecture: From Strategy to Space, moderated by Mira Abou Jaoude, alongside Bernard Khoury, Maysa Saccal and Vanessa Rabbat Mansour.
The discussion stayed close to how we work. A concept is not decoration added at the end. It is the brief, the strategy and the reason a space exists.
On Stage: Future Interiors
On the evening of 30 September, our Founder & Creative Director returned to the stage for a second panel, Future Interiors: AI, Immersive Tools, Smarter Design, alongside Fadia Obeid Chaker of FOC Design and Firas El Meouch of ArchGuru, moderated by Adla Mtawea of ZAKA.
Our position on AI is simple: obsessed with it, not blind to it. We use it every day, from concept creation to marketing, and it even helped us build the booth a few steps from the stage. But alongside AI-driven cities and futuristic concepts, he made the case for a second direction that is just as necessary: off-grid communities, kept deliberately far from technology, where people can go for a clear state of mind. The session later reached more than 468,000 people online. Read our full recap of the panel.
Beyond the Booth
As Brand Ambassador, our work started months before opening day and carried on after it. Our campaign for the exhibition reached 1.83 million people. Creators, public figures and the national press shared it with a combined audience of more than 2.29 million in earned media. Over four days, more than 1,770 visitors came through the booth, and there was a queue at the barrier every evening.
Until Next Year
Interiors Lebanon returns in June 2027. Thank you to Interiors Lebanon and Project Lebanon, to Skaff and Spectracolor, to Dip n Dip, and to everyone who waited in line to see how wild we could get.
