"Party 3al Tawlet" - Tawlet parties with Rana Salam Design

W460

Beirut, March 2015 .At this year’s Horeca, the region’s premiere annual hospitality and food mega-event, unexpected surprise collaboration is set to be unveiled between two big influencers on the Arab scene.

Tawlet Souk el Tayeb, is teaming up with Rana Salam, one of the most established and highly regarded graphic designers and artists from the Middle East, to create a highly anticipated 4-day installation at the exhibit.

This year, Mouzawak, Souk el tayeb founder, decided to showcase one of Souk el Tayeb’s best known projects, Tawlet, the farmer’s kitchen and social business, in a fresh light.

Salam has taken the cornerstones of Tawlet to brainstorm, mutually with Mouzawak, a distinctive idea for the installation under the theme ‘Party 3al Tawlet’ translated from Arabic ‘Party on the Table’.

As Tawlet represents tradition and works on keeping those traditions, Salam’s work is the complete opposite. The inventive Lebanese designer, inspired by nostalgia and street culture, usually takes traditional gestures and modernizes them in her work.

“At Horeca, we want Tawlet to be super glamorous and position it in a different way while still maintaining its signature image, which to me, is represented through its rectangular wooden table. I wish to modernize that table, also taking into consideration Tawlet’s signature flower arrangements, chairs and abundance of food. It’s going to be four days of experiencing Lebanese food in a different way. We are going to take Tawlet to the ball with high heels and perfume,” said Rana Salam.

“Tawlet is regional cuisine made by women; women cooks and not professional chefs. All of Tawlet’s various locations in Lebanon have the same approach and feel. All our spaces are always about local, traditional, rough materials, airy spaces, a lot of light, nature, flowers and plants,” said Kamal Mouzawak.

“Horeca is the undisputed one and only player in the food and beverage field in Lebanon. So, we are very happy to be taking part this year as the whole Souk el Tayeb organization. Also, we didn’t want the element of Tawlet to be repeated as is but we wanted it glamourized. I adore Rana’s work and her approach to traditional. She was the obvious and one and only choice,” added Mouzawak.

Besides the installation that highlights Tawlet, the organization’s two other entities will also be featured. The Farmer’s Market,Souk el Tayeb, that introduces rural produce in the urban environment and the Capacity Building programs designed to support farmers, cooks and producers in developing their skills, will both showcase their produce on nearby stands and food carts allowing people to feast on the finest of homemade regional delicacies.

“This year, we are celebrating this mix between design and food. This is definitely a first! Through this concept, we wish to highlight the creativity of the Lebanese people,” said Joumana Dammous Salame, Managing Director of Hospitality Services, organizer of Horeca. Salame added, Over and above Horeca is the place where Lebanese food, gastronomy, restaurants and taste, Lebanese chefs, experts and hospitality players are highlighted and it is the place for them to be exposed .

Horeca, taking place from April 20 - 23 at BIEL, continues to keep industry professionals at the forefront of the latest trends and insights.

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