In a country navigating political instability, economic uncertainty, and resource scarcity, ABC Lebanon is quietly staging a revolution in creativity. Leading the charge is ABC Lebanon’s concept design team, whose vision and leadership have made the department store’s visual merchandising not only resilient, but extraordinary. At the heart of Beirut’s buzzing energy, ABC Lebanon’s seasonal campaigns have become a testament to what’s possible when creativity meets constraint.
Designing Under Pressure: Creativity Amid Constraints
The small but mighty concept design team faces challenges that would intimidate even the most seasoned creatives: limited budgets, restricted access to materials, unreliable suppliers, and tight timelines. Yet, they continue to execute full-scale seasonal and promotional campaigns across ABC’s three flagship locations.
Most recently, they designed and installed a spring-summer campaign featuring 14 windows and 20 podiums, including an innovative hotel-themed concept. Using raw materials like crates and reclaimed props sourced from flea markets, the team crafted minimalist yet luxurious displays to highlight key brand additions. Their design strategy leans on local production, accounting for nearly 90% of what you see in-store.
Celebrating Diversity Through Design
Lebanon is a country of deep religious diversity—home to Christians, Muslims, Druze, and other communities—each with their own holidays, traditions, and sensitivities. For ABC Lebanon, this reality adds an important layer of complexity and responsibility to every campaign, particularly during the holiday season.
Designing window displays and in-store activations during religious holidays means striking a delicate balance: honoring traditions without alienating anyone, creating inclusive atmospheres that feel festive but neutral, and aligning the creative vision with the brand’s luxury positioning. Whether it’s Christmas, Eid, or other celebrations, ABC’s design language must unify rather than divide, offering a tasteful and respectful experience for all its guests.
ABC Lebanon has become a model for how creativity can foster inclusivity and shared cultural experiences. Through design, they reflect Lebanon’s complex, multi-faith identity with empathy and elegance.
A Platform for Recognition
ABC Lebanon is one of the few department stores in the region to prioritize in-house visual merchandising. While many competitors rely on pre-designed displays sent from overseas, ABC has cultivated its own visual language—one rooted in local ingenuity and global sophistication. The displays speak to Lebanon’s upper middle and upper-class consumers who expect nothing short of world-class design.
Beyond the Aesthetic: The Power of Storytelling
The story of ABC Lebanon is not just about design—it’s about the people behind the design. Mario Abou Sleiman, the senior concept designer, emphasized the importance of crediting stylists, table setters, visaul merchandisers, and collaborators—an ethos that reflects a leadership style centered on recognition and empowerment. At a time when many creatives have left Lebanon in search of stability, this commitment keeps the spirit of innovation alive on home soil.
Looking Forward
Despite the turbulent backdrop, Mario and his team continue to plan ahead. This August, they’ll remove their spring/summer displays to prepare for a new winter launch set for September. A window renovation will follow, paving the way for the Christmas installations later this year, followed by Ramadan in early 2026.
In a region often seen through the lens of crisis, ABC Lebanon offers a different view—one of elegance, innovation, and resilience. The store’s displays do more than sell fashion; they tell the story of what’s possible when creativity becomes a form of resistance.
WindowsWear is proud to share that story with the world.