Fashion inside and out – Lebanon
2009 – 2011

Santiago started as a small jeans and sportswear store in Kaslik, Lebanon at the onset of the 80s. Thirty years later, it had grown into a multi-brand high-end fashion boutique with two outlets, with a third one planned for the swanky Beirut Central District. To say that a rebranding was needed would be an understatement: not only did the previous identity misrepresent the new status of the fashion retailer, it was also a stylistic reminder that, well, it’s not the 80s anymore. As part of a large scale reworking of Santiago’s mother-brand as well as its siblings, the fashion boutique’s identity received a makeover to coincide with the opening of its new outlet, in and of itself an of-the-day statement piece in store design.

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