Her designs are inspired by Middle East’s popular culture; she displays her work in her design Studio right in the heart of Beirut. The daughter of a Lebanese architect Assem Salam, Rana received a memorable gift from her father, a scooter at the age of 15 that helped her explore the streets of her hometown; which unconsciously introduced her to the city’s riot of colours that became her main inspiration at work.
Captured by Sam Rawadi
The Lebanese graphic designer pursued degrees from both art schools Central Saint Martins and Royal College of Art. Twenty years later, Salam returns to her home country to set up her own design studio with a whole new perspective. Salam gives credit to the city of London for helping her discover her own culture, through designs that are motivated from billboards, vintage film posters and signs of consumerism. Throughout her career as an artist, Rana has translated her work into creative contemporary reinterpretations that are reproduced into everything from interiors to products.
We invite Rana Salam to exclusively design our cover at her studio; it is an image that merges our Lebanese designers featured in this issue who appreciate traditional artisans and hand-craftsmanship. Inspired by her design aesthetic, Salam steps out of the box with her signature pop art typography to evoke a modern spirit and the contrasts of the most elemental forms of design.
Captured by Sam Rawadi
Here the art director takes us down memory lane as she tells us more about the power of design, and the influences that run through her visual language.
What’s it like being in the design industry, especially being based in Lebanon?
The design industry is very challenging in Lebanon as it has no basic design history to fall back onto. I still find clients having a hard time understanding the value of design and its power and the return in investment it can have on their business. The design industry is growing slowly where the creativity is being explored in the F&B and cultural sectors mainly.
What’s your opinion on the importance of social media? Do you use social media to get the word out?
Social Media embraced well can transform people’s perception about one’s business, which eventually helps to get the word out.
What is the best thing about being a designer?
The best thing about being a designer is the influence one can have on society and culture.
What is most important in maintaining your success?
Making sure that I give my clients design solutions they have never dreamt of, something better than their expectations; always surprising, eye catching and unique. In life, you need to have a vision and know it can happen. To make the cake and yes…eat it!
If you had the chance to talk to your ten year-old self, what would you say to her or would like her to know?
I would tell her that your road will be rough and painful but you will have your talent and wisdom to guide you into these challenges. You will get younger as you will get older and your work will have an amazing influence on people’s heart.
What was one of your best work experiences?
I was producing the 12 shop front windows of Harvey Nichols in London in 1993 while working along with street artists from Burj Hammoud. It was the begging of exporting a new visual language from Beirut and the Middle East to the West. The beginning of a long life mission: changing the perception of the Middle East through the power of design.
What’s the best advice you’ve ever gotten?
To throw a party when you have no money!
Tell us about your most happiest and memorable moment.
I had a 7 year old come into my studio this year all the way from a school in Dubai. At school, his teachers where teaching them about my work and he wanted to meet me during his visit in Beirut. I was so touched and told him to be so proud of his culture and to buy a Vespa!
What’s on repeat on your iPod?
Ministry of Sound 2017, the best for my morning run.
What’s your favourite corner in Beirut?
My beloved studio space.
Your life motto…
Fight negative thinking as the ego loves drama!
By Dana Mortada
