ABC Department Store, Beirut

ABC S.A.L. and leading design studio Kinnersley Kent Design along with Dolly Debs Architects have launched the latest ABC department store in the famous Verdun quarter of Beirut, Lebanon. ABC is a name that has been engraved in the hearts and minds of the Lebanese shopper for over 80 years, ever since the retailer opened the Middle East’s first department store in Beirut in 1936. The design studio was responsible for creating the interiors concept, master planning the store layout and adjacency, customer flow and circulation, developing the overall store personality plus look and feel of each department. They also developed the brand guidelines for the concessions, to ensure a unified fit out while providing individual brands with the freedom and flexibility they require. Tech Man took care of the fit-out requirements of the project.

The concept features subtle ABC branded elements which underscore the retailer’s identity and heritage. ABC’s visual merchandising team collaborated with Kinnersley Kent Design throughout to bring creative new ideas in-store, and carefully curated the brands as a mid-premium mix of fashion-forward local and international brands. Clearly defined focal points in-store such as ‘Stylist Pick’ showcase the retailer’s edit, helping strengthen its own voice. New multi-brand areas within men’s and women’s fashion are used to launch or trial new brands in the market.

Distinctive new design elements include patterns built around the shape of the brand’s logo. As pattern is intrinsic to Middle Eastern art and design, the bespoke motifs subtly celebrate the retailer’s heritage. These ‘own brand’ elements are strongest in the areas around the atrium, reinforcing the strong central architectural feature while also strengthening the personality of the store. ABC patterns appear in metal screens behind the cash & wrap areas, and a statement pattern floor which surrounds the atrium void on each level. Comprising white, light and dark grey ceramic tiles, the floor references traditional Lebanese tiles but with a thoroughly contemporary approach, and creates a unified look throughout ABC’s department store portfolio.

The overall colour palette is stylishly muted, with glamorous accents such as gold or bronze which vary by floor. In line with the interiors concept, the material palette combines elegant and industrial materials, such as brass against concrete and decorative details versus slick contemporary forms.

Core materials include white and grey ceramic tiles, with white appearing around concessions and lighter grey signalling walkways; metal merchandising frameworks in white, brushed brass and black; cool bright LED lighting; and standout materials such as polished white marble and linear-veined, bronze-tone travertine. The restricted colour palette of off-white, greys and matte metals increases the premium feel of the store, complementing rather than competing with the brands and products on offer.