2011 Winners & Shortlists

Brief Explanation

Beirut Terraces is the first residential development by Herzog & de Meuron in the Middle East, and it is founded on the concept of reviving the Beirut urban lifestyle by extending the village living experience from horizontal to vertical, blending the indoor and outdoor, views and privacy, landscape with architecture. An important challenge in this project was using the complexity of the architectural language of the building to develop an innovative, non-conformist approach to visual branding.

The Brief

Beirut Terraces, a new real estate development by developers Benchmark, located in the prestigious Minet Al Hosn area in Downtown Beirut, is expected to raise the bar in architecture and design, both on the national and regional level. The brief was to communicate a clearly distinct brand positioning and value proposition based on the concept of the design of the award winning architects Herzog & de Meuron, who have a rich portfolio of projects such as the Beijing National Stadium and the Tate Modern museum in London.

How the final design was conceived

To create the brand identity, , the agency focused on the building’s asymmetrically layered compartments and developed graphic elements around this theme. The brands visual identity depicts the Beirut Terraces building structure and showcases the passage of light through the gaps and across the building’s shifts. The varying line thicknesses and alignments reflect the building's eclectic façade, with its shifting terraces and irregular silhouette, while the colored rectangles illustrate the light passing through.

Indication of how successful the outcome was in the market

The new brand identity was formally launched in July 2010. Beirut Terraces will contribute to Beirut's future with a unique design and a responsible timeless project and will hopefully be one of many successful sustainable developments in Lebanon.