Joe and the City

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As an ac­tive so­cial en­tity through­out the years, the Beirut-based cre­ative bou­tique Joe Fish has sought to be a meet­ing point for peo­ple of dif­fer­ent back­grounds to share and ex­press their sto­ries. “We be­lieve that our ex­pe­ri­ences shape us, and have the power to ig­nite change in the world around us,” ex­plained Joe Fish founder and cre­ative di­rec­tor Rami Traboulsi.

There­fore, on the oc­ca­sion of Beirut De­sign Week’s 2018 edi­tion, Joe Fish called on 15 artists and de­sign­ers from all dis­ci­plines to share their ex­pe­ri­ences in the city, both good and bad, trans­lat­ing these mo­ments into an art­work. There were no rules ex­cept for one: it had to be por­trayed through the char­ac­ter of Joe, the fish, the agency’s logo and mas­cot.

The Joe Fish of­fice was trans­formed into an ex­hi­bi­tion space, ded­i­cated to show­cas­ing the pieces shared by the de­sign com­mu­nity, all in­clud­ing a clever ma­nip­u­la­tion of the char­ac­ter.

Vis­i­tors had the op­por­tu­nity to vote for their fa­vorite in­ter­pre­ta­tion and the top honor went to Dahlia Kho­dur, whose por­trayal of Joe stuck in a plas­ticwraped habi­tat, struck a chord with on­look­ers.

This ini­tia­tive played a vi­tal role in dis­tin­guish­ing the agency’s creatively-fo­cussed of­fer­ing by bring­ing to life the art form of sto­ry­telling and al­low­ing the free ex­pres­sion of many tal­ents, while play­fully il­lus­trat­ing the agency’s sense for ‘brand­ing’ since all art­works ended plas­tered on the agency’s green-painted walls for vis­i­tors to ad­mire.

Dahlia Kho­dur (top vote)

Ah­mad Da­her

Tony Maalouf

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