2010 - today

In 2009, Beirut-based firm 109 Architectes had very little media presence.
I approached them with a proposal to create and carry out an international press strategy and establish a library of press material to support it. They were working on their corporate website at the time, so I consulted on the site's copy to ensure a consistent message.

Within a year of starting our partnership, the firm was featured in nearly two dozen publications, including MarkAreaArchDaily and DesignBoom.

109 Architectes showed at the Venice Biennale in 2016. I officially joined the team for the project, overseeing all text for the installation, exhibition collateral, event program, exhibition website and press outreach. I also created an easy-to-execute PR strategy for the firm, allowing them to handle day-to-day press outreach in house.

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2014 - 2015

Aïshti is an iconic Lebanese department store with 34 boutiques in the Middle East and nearly 500 employees. As editor in chief of their in-house publication, A magazine, I was responsible for copy across all departments — sales, marketing, advertising and public relations — as well as all written material for the Metropolitan Art Society, an art gallery owned by Aïshti's founder.

My final project at Aïshti was the launch of the Aïshti Foundation, a $100 million art gallery just outside Beirut. I drafted all collateral and press material for the launch, which resulted in coverage in W MagazineThe New York TimesArt News and Art Forum, to name just a few.

The highlight of the initiative was Salamé by Juergan Teller, a limited edition book dedicated to the Aïshti Foundation. At the request of Mr. Teller's team, I edited the publication's features without losing the unusual tone of the pieces. The magazine is now available at Dover Street Market in London.