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How MAD was Absolut Invite Lebanon?

#HowMADisAbsolut Is the best bartender team in the world from Lebanon? That’s exactly what Absolut Invite Lebanon bartending competition was all about. Because bartending in a popular bar is not just about mixing fantastic cocktails, Absolut teamed up with MAD to hold this competition for the first time in Lebanon, earlier this month.

#ArtMusicCocktails Absolut Invite Lebanon took place at Jackie O, in the presence of Rico Dynan, global brand ambassador for Absolut Vodka, Sarah Witwoet, Regional Brand Manager of Pernod Rocard EMEA and the totally MAD Tarek Moukkadem, photographer and visual artist, jury members of the competition.

#FromBeirut2Ahüs Competing bar teams proved themselves in speed, knowledge, consistency and creativity challenges. Bachar and Cesar from Bonavida Mar Mikhael had all that, and more, and will be representing Lebanon at the international finals of Absolut Invite in Åhus in Sweden in June, where every single bottle of Absolut is produced. Let’s keep our fingers crossed that Bachar and Ceasar will win and show the world just how amazingly tasty and skilled Lebanon is!

#NothingtoHide Selected Lebanese artists and guests attended this event such as Adonis and the designers Boshies and Nour Najem, with the dress code Nothing to hide, in line with Absolut vodka’s full transparency policy.

#MADcollaborations From Paris where this partnership was decided to Beirut where it took place, this brand partnership is a perfect illustration of the collaborations and experiences created between brands and artists thanks to the MAD marketplace. Artists & brands, sign up now on to create amazing MAD experiences & collaborations!

PS: drink responsibly!


Bashar and Caesar competiting at the Absolut Invite Lebanon to be the best Lebanese bartender team!


Caesar mixing a MAD cocktail at the Absolut Invite Lebanon


Bashar making his bartending show at the Absolut Invite Lebanon


Bonavida, winners of the Absolut Lebanon bartending competition 2018



Talent Hunt du printemps 2018 : Apply Now!

Talent Hunt spring 2018 apply nowHello les MADers !

#YOURTALENT Nous sommes à la recherche des talents artistiques de demain dans l’ensemble des industries créatives*. C’est le moment de faire le pas !

#DEADLINE Tu as encore jusqu’au 26 avril pour t’inscrire à la Talent Hunt du printemps 2018 et avoir la chance de faire partie des 3 finalistes de la MAD session de juin.

#HOWTOSUBSCRIBE Soumets ton projet artistique au MAD gang en cliquant –>ici<–

#BEMAD Laisse libre cours à ton imagination. Nous retiendrons les projets les plus aboutis mais surtout les plus hors-normes !

*(musique, danse, théâtre, standup, peintures, dessins, sculptures, photographie, réalisation et scénario, art numérique, art-science, écriture et édition, design, mode et bien d’autres)


Tout savoir sur la Talent Hunt du printemps 2018 !

Talent Hunt Competition#WHAT La Talent Hunt est notre grand concours artistique dédié à l’ensemble des industries créatives que nous organisons à Paris et Beyrouth. Tous les profils sont admis même (et surtout) les plus fous ! 5 finalistes auront la chance d’être sélectionnés, la crème des nouveaux talents artistiques émergents ou confirmés, pour participer à la prochaine MAD session de juin 2018 !

#WHEN La troisième Talent Hunt est ouverte ! Vous avez jusqu’au 26 avril 2018 pour soumettre vos candidatures !

#HOW Pour soumettre votre candidature, inscrivez-vous en cliquant –> ici <– et surtout BE MAD, on compte sur vous!

#WHERE Stay tuned, le lieu de la finale sera bientôt dévoilé. Tu veux savoir à quoi ressemblait la dernière MAD session ? Regarde l’aftermovie du Palais des Congrès !

#ANDTHEN Le(e) gagnant(e) de la MAD session se verra attribuer un prix d’une valeur de 1500 €.

#HOWMADAREYOU Nous aimons les talents hors normes, les extra-terrestres et les précurseurs alors n’hésitez plus si vous avez la fibre artistique et que vous cherchez encore un lieu d’expression. C’est le moment de vous lancer !

Nicole Hamouche : a MAD talent hunter who subtly blurs the line between the business world and the uprising artistic Lebanese scene

Could you describe to our MADers community your professional and  personal background and how you became talent hunter at MAD?

My academic background is Economics and Finance and Political Sciences; I was into investment banking (Mergers & Acquisitions) and private equity for long years and now work as an independent consultant. I also started writing out of Paris for l’Orient le Jour and le Commerce du Levant, about Lebanese inspirational initiatives or endeavours there, be them related to culture, entrepreneurship, etc. And when I came back to Lebanon – 13 years ago – writing and journalism have become an increasingly important part of my activities, mostly shedding light Lebanese success stories and on socio economic and cultural issues as well as on civil society debates, that are shaping the environment we live in. It is the same drive of shifting attention onto voices that matter and of contributing to inspirational endeavors and bridging human experiences, that fuels both my advisory and journalistic undertakings. My passion for literature and writing and for living arts i.e. theater, cinema, etc have also a major place in my life – I write literature as well; it is essential for me.
A friend spoke to me about MAD; I immediately felt I should write about them as I loved the concept. I proposed the subject to a magazine I contributed to and they said OK. I sat with Rima at length and we chatted; there, we saw other collaboration opportunities. I mentioned to her a few up-and-coming designers and artists I liked whom I had been following for a while or whom I had discovered more recently; and she proposed I fill concise but very dense forms about myself and about those which I considered potential talents. I guess the ones I thought of or proposed corresponded to MAD’s mindset and universe. So here I am. And I believe I am also personally very much in line with MAD being myself French and Lebanese, bridging two and more cultures, like MAD and the Yacoub sisters.

How do you find the MAD talents? What are your criteria and process?

In my daily life, my work both as consultant and journalist, I come across very interesting innovative initiatives and inspirational and daring people, whether entrepreneurs or artists or creatives. I also mentor startups; and participate as a speaker or as a guest to events and conferences which bring together such crowds where I meet young or less young – but young minded – talented and fierce individuals. But most of all I think it is my curiosity for all what is around me and for humans and their journeys, which makes me discover talents. Basically, life brings me in contact with them: on a hike, in a yoga or a dance class, while travelling etc. I go to theater plays, to music concerts, I work in coworking places, I love people and speak to them. I am attracted to beauty, to difference; I am enthusiastic about enthusiasm, creation and expression. When something draws my attention, when I like something, I say it and I ask questions, if it brings up any.

The criteria that I have between me and myself are not a specific set; I rely more on flair and intuition for this. However, I have a few guidelines for me: I check young or less young creatives/artists who have already put something out there i.e. who are not at an idea stage but have already produced something, a jewelry collection, a music album or have played in a concert; if they have a kind of track record as we call this in the business world; also, if they have had some international exposure or recognition somehow which also confirms that they have the potential to cater to non local crowds. But first of all, their design/product, etc and their energy has to appeal to me; to touch me…. Then, I also have to feel their passion and their inner drive to create; the vitality and the breath that is needed to pursue a journey… I need to feel the human connection, the esthetics, and the universal touch – not purely oriental or Lebanese – that which could speak to like-minded or like-sensitive persons anywhere in the globe.

Can you tell us more about your city/country and the creative industry as a whole in Lebanon? Which is your favorite area?

Beirut scene but also generally speaking Lebanon is buoyant with creativity. Not only is Beirut extraordinarily dynamic but very interesting initiatives are also arising from Tripoli, for instance. The second city has a lot of culture; it is maybe more earthy and less vocal then the capital. Initiatives are burgeoning everywhere in Lebanon.
In terms of sectors, designers: fashion designers were the ones who emerged the earliest, then, jewelry designers and then product designers. Now, it has exceeded design and fashion. Theater, music, cinema; animation and graphic design, lighting, etc, you name it. The youth are creating, all the time. I guess this is what happens in the aftermath of wars and also in uncertain and unstable environments like ours; creativity is multiplied as it is the only way out. People need to express; they need to find a leeway, outside of a system that is somehow choking and at times, numbing.
What most of those designers have in common is a “blend of modernity and tradition, of East and West, the magic of a hint of nostalgia with the ardor of the present…” as I wrote in one of my articles, which draws Western interest and not only regional interest. Most, and especially the younger generation, are committed to preserving local craftsmanship which also makes a difference in the end product as well, in an increasingly global industrialized and undifferentiated environment. Their products often blur the line between art, craft, and design; a lot of fusion creations, free from structures of categories; which also appeals to current tastes.

A younger nevertheless very dynamic scene is the music scene. I very much believe we will see Lebanese names booming on the international scene. I mean Lebanese origins, as again those groups are more global; not necessarily with a marked Lebanese identity. They happen to be from here; which is for sure meaningful – all what we carry and what agitates us, being from here. And music is a universal language which makes it also easily exportable; more easily than theater for instance, since most of our theatrical and literary production which is also very rich is in Arabic, hence limiting its reach. Then comes the audiovisual digitalized realm where we also seem to have an edge and a young talented generation and photography, a lot of young talents.

What is it in MAD that you relate to? Or why join the MAD community?

I relate to the love of creativity, in all its forms; the love of music, of art, of beauty; to the youth and community spirit that is looking to contribute and endeavor, incessantly; and to MAD’s multicultural, cross-border mindset; to their underlying mission also of bringing people together, bridging several spaces, worlds, etc. I myself have lived in Europe and in Lebanon, have travelled and have diverse centers of interests; what fuels me is the human connection and encounters and the creativity and projects that are triggered and favored by the latter.
I came back to Lebanon after many years in France – 14 – with the desire to contribute my part to this part of the world and share its beauties as I am continuously amazed by the talent and the drive I see here. As an independent consultant and journalist, I am always in an alertness state to discover talents, to shed light on, and accompany Lebanese creativity and inspirational success stories. Initiatives and creativity, human connections fuel me – “Freedom is initiative” says a French woman philosopher that I like a lot. I guess my proximity with the field combined to a certain sensitivity – I think – give me the flair to detect impactful talents, initiatives and change makers which makes me a potential “talent hunter”. My passion for creativity and storytelling – as a writer myself – as well as an innate curiosity for life, for beauty, for experiences make me an enthusiastic MAD talent hunter. Also, I related right away to the Yacoub sisters as I call them; and I very much believe in this energy flow between people; an intuitive connection. Voilà

What are your favorite artistic discoveries of the moment?

My artistic discoveries of the moment are a few designers such as Roula Dfouni whom I have accompanied in working out her expansion and financing strategy. Roula who has recently changed her brand name to Minimalist is at the crossroads of fine jewelry and fashion jewelry and combines noble material: silverwork and semi-precious gemstones with rough unfinished effect which creates conceptual and expressive pieces. At affordable prices. She has drawn interest in Europe and Asia, from where she got some orders, including Japan and China.

I love Nour Najem also whom I have been following for a while, for her design and her spirit. She has a contemporary luxury ready to wear brand that blends architectural, minimalist yet fluid lines with an oriental heritage touch. To me, the brand is very feminine whilst modern. And I am personally sensitive to the inclusion of hand-made fabrics and hand-made details; it does make the difference. We say that elegance and the devil lies in detail. Furthermore, this artisanal work is undertaken by underprivileged women. The preservation of artisanal craftsmanship and of soulfulness is also essential to Nour Najem.

In music, I have discovered recently an amazing drummer, Walid Tawil, who’s not a new comer though – a big name but I came across him in clubs here lately – and who plays in jazz clubs in Lebanon but also abroad with top notch musicians; I also discovered Chantal Bitar a young tarab singer, which voice and presence makes you love tarab; revisiting traditional heritage with youth’s sensitivity and modernity creates a whole new experience; I loved it.

In terms of visual arts, I was very sensitive to Zena El Khalil’s exhibition and work in the scope of her exhibition Sacred Catastrophe – Healing Lebanon and to her journey both as an artist and as an individual… Can we really separate both? I also like her writing, some short stories. She has some plans cooking as well in terms of art and community; and I like this intertwinement; art that is close to the people, that engages them directly. I was also very moved by Dania Bdeir short feature, In White, which I have visualized privately as I met Dania by pure coincidence in a café and we chatted. I loved the feature, hadn’t realized it was a short one and wanted more of it, was awaiting for the “suite”. Then I realized it was a short feature; she won several awards.
There are also superb architects, photographers, multidisciplinary people, increasingly so actually that I discover – that are not all necessary very young i.e. 20’s but 30’s or 40’s or even over 50’s but whose talent is ever blooming and some who have come to art at mid life – but we don’t have space here to speak of all my passions and discoveries. It might be the opportunity for another article…

About Nicole : She’s a consultant, a journalist and a writer, with strong affinities with art and culture, the creative and the digital economy, social entrepreneurship, media and communication, humanities, architecture, sustainable development and ecology, etc. Passionate about creativity in all its forms; constantly exploring and discovering; driven by connections and encounters. Her articles are published in various media: l’Orient le Jour, l’Agenda Culturel, Libnanews, l’Officiel Levant, l’Orient Littéraire, Le Commerce du Levant, Papers of Dialogue, World Environment… Her blogs within Agenda Culturel and within Mondoblog-RFI by the name of Pensees de Beyrouth.

Roula Salibi or Lebanon’s spirit embodied in a minimalist jewellery brand

Could you describe to our MAD community how did you get to create your own brand ROULA DFOUNI and how did you go about designing jewelry?

After a decade spent in the business world, I decided the time had come to embrace the true calling of my heart: the calling of art. I dedicated the next years of my life to learning all I could about the future which awaited me, taking a series of intensive courses at ESMOD Beirut, attending many workshops and imbuing herself in every aspect of the world of art. When I launched my first pieces of Collage Brass 8 years ago, which I crafted myself, I never knew that after a year, I would be working with high-end material and sketching a complete collection under a brand! And since, I can’t stop the ideas and the creativity as I want to make Jewelry accessible to a large crowd of women, irrespective of geographic and wealth, with a competitive pricing and modern identity.


Could you tell us what is your inspiration?

Working almost 10 years as an event and wedding organizer, in parallel of my business job, changed my perspective for art and design. Therefore, l found myself attracted to geometric shapes, architecture designs, and edgy rough style. I knew that this would be my brand’s identity, my identity.


What could be the common denominator of the collections DRIFT, CONSTRUCT/DECONSTRUCT and NEW EARTH according to you?

I was born in a Mediterranean culture. Lebanon is the country of sun, nature and genuine people. Despite all the wars we had to endure, we always came back to life and this gave the Lebanese people the strength, knowledge and creativity!
Between | New Earth | collection inspired by my childhood nature escapes,
| Construct-Deconstruct | inspired by the life itself in Beirut,
| Drift | inspired by the Mediterranean Architecture patterns that surrounds me,
and my new collection | Soar | under my new brand name | MINIMALIST | inspired by my personal journey throughout the years I’ve lived in Beirut, I believe they all connect to the ground I am proud to be raised on.


Could you tell us more about your next project?

After my experience in Europe, participating in international fairs, meeting with buyers, being exposed to a new world of design, I realized I needed to shift my branding image; I should be able to reach a bigger crowd with minimal designs and competitive pricing. Where came my new branding name | MINIMALIST | I can’t wait to share with you my new collection | Soar |. It represents the women power to blossom and rise.
It was a huge challenge for me sketching this collection and trying to minimal the designs, colors and adornments but I know for sure that it will reach a bigger crowd.


What is it in MAD that you relate to? Or why join the MAD community?

In my opinion, all designers in any category, whether in Music, Art or Design has a little Madness he digs into; at least I know I have or else I wouldn’t be able to extract my visions; dreams and thoughts into my designs and for me it would be very rewarding sharing these thoughts and ideas with the whole world…

MAD at Le Parks 360

On vous parle souvent de nos artistes et des collaborations marques, mais comment ça se passe en coulisses ?

#LeParks360 en est un très bon exemple de collaboration entre artistes MAD et marques: en Octobre dernier, nous avons créé, en collaboration avec Skyboy, une super startup, une expérience immersive créative inédite, au coeur de Parks, dans le 19ème arrondissement de Paris.

Le Parks 360 est une expérience digitale immersive surprenante réalisée en Overlap Reality, une technologie brevetée par Skyboy.

Pour ce projet réalisé pour le promoteur immobilier Altarea Cogedim, MAD a créé le contenu artistique de A à Z de six séquences vidéos réalisées le long du Boulevard Mac Donald.


Dans cette création artistique très MAD, six performances artistiques y mettent en scène :

  • de la danse Hip Hop à 360°avec notre artiste Shynis et ses danseurs du studio Nilhanti
  • le champion du monde de basket freestyle Brisco en pleine action,
  • une chorégraphie originale d’un couple qui se déchire et se retrouve de notre collectif La Tendre Meute
  • un conte de Noêl pour les petits et les grands
  • le premier ascenseur extraterrestre mis en service par une fausse startupeuse du Cargo, Maud Ferron, de la Tendre Meute

Enfin, les passants pourront également découvrir un gouffre vertigineux en trompe-l’oeil créé en direct autour de vous par le graffeur Raphe de Haut en couleurs !

Comment ça marche ?

  • Téléchargez l’application Le Parks 360 avec votre smartphone ou votre tablette
  • Positionnez-vous sur l’un des 6 points de visionnage situé boulevard Mac Donald le long du Parks
  • Lancez l’expérience avec votre smartphone ou votre tablette

Pour un premier aperçu en images, voici un teaser de ce qui vous attend sur place.

Avec ce nouveau projet de création d’expérience en réalité augmentée pour le groupe immobilier Altarea Cogedim, MAD marque un grand pas dans l’alliance entre les arts et les dernières innovations digitales.

Une fois de plus, MAD concrétise notre vision de l’industrie artistique: permettre l’émergence de talents artistiques en mettant leurs projets en relation avec d’autres acteurs de notre écosystème. MAD allie le digital et le réel au travers d’expériences artistiques uniques.

Et comme en témoigne si bien la vision des fondateurs de Skyboy “si on superpose au monde que l’on traverse tous les jours une image créative qui le met en mouvement, ceux qui s’y plongeront sauront à nouveau le regarder, l’aimer et le protéger.

Louise Elizeon défile à la MAD Session !

Louise Elizeon est une marque de prêt à porter féminin née d’une amitié entre des étudiantes venant d’horizons différents. Toutes liées par la passion de la mode et la création, Marion Brunet, Jane Gay et Lindat Belbyet ont rassemblé leurs connaissances et leur talent pour créer Louise Elizeon.

Marion Brunet est la créatrice, styliste et modéliste de la marque. Jane Gay et Linda Belbyet assurent respectivement l’identité visuelle et la communication de la marque. Un trio féminin complémentaire et ambitieux qui cherche à remettre au goût du jour une mode romantique oubliée. S’inspirant de la mode traditionnelle italienne et de la haute couture, Louise Elizeon vous invite dans un univers raffiné et élégant mélangeant les matières et combinant les coupes.

Louise Elizeon est une pépite ESMOD issue de notre concours MAD Talent Hunt. Ne ratez pas son défilé à la MAD Session qui se tiendra le 13 juin au Supersonic Bastille (9 Rue Biscornet, Paris 12).

N’attendez plus pour prendre votre MAD Pass sur :

Vous serez peut-être l’un des 50 premiers à remporter un pass gratuit !

Alors, How MAD Are You ?

Les casques de La Tulipe Noire vont vous décoiffer à la MAD Session !

Après avoir notamment travaillé en tant que scénographe et architecte d’intérieur, Alexandre Pascaud a décidé de mobiliser son goût et son talent dans la création d’un nouveau projet en septembre 2014 portant un nom pour le moins évocateur, qui vous rappellera très probablement un des romans les plus célèbres d’Alexandre Dumas. A travers sa marque La Tulipe Noire, Alexandre Pascaud propose un nouveau concept dans l’univers de la moto.

S’inspirant des casques de Steve McQueen ou encore de Paul Newman, La Tulipe Noire donne l’opportunité au Rider de ne plus faire le choix entre le Casque Jet et le Casque Intégral. Avec l’apport d’une mentonnière amovible, la marque propose à ses clients un look unique leur permettant de se différencier.

Pour La Tulipe Noire, les maîtres mots sont : Singularité, Esthétisme et Authenticité. A travers un esprit vintage qui transparait dans chacune des créations, l’objectif est de faire du casque moto un véritable accessoire de mode, tendant à devenir collector.

La Tulipe Noire veille également à ce que ses casques respectent les impératifs de sécurité et place le confort du Rider au centre du processus de confection. Entre collections permanentes et séries limitées, la création est sans cesse renouvelée avec La Tulipe Noire.

Venez nombreux découvrir et soutenir cette marque prometteuse le 13 Juin à partir de 20h au Supersonic Bastille (9 Rue Biscornet, Paris 12). N’attendez plus pour prendre votre MAD Pass sur :

Vous serez peut-être l’un des 50 premiers à remporter un pass gratuit pour la MAD Session. Tenez- vous prêts MADers, ces casques vont vous décoiffer !

MADgang at Beirut Design Week !

Our MADgang was at KED for the Beirut Design Week last Tuesday, May, 24th.

Within an open space of 3 floors, fashion and furniture designers from Lebanon, Jordan, Morocco, Persia and Egypt were showcasing their artistic works. There was something for every taste, from designs with a traditional touch, to contemporary ones. Each artist put his (or her) vision of art and singularity on the creations.

It was also great seeing all generations involved and interested in art from design students at ESMOD School to artists who have been in this industry for several years. The first thing that intrigued us was a wall of “Letters From The Future” written anonymously. Both funny and simple, these letters were also there to make the reader aware of the gravity of some society drifts such as our addiction to social networks.

Our curiosity and appetite for art took us to the second floor of KED where we had a crush on Tania George’s creations. With her Clothes for a Cause initiative, Tania George is helping women from war-torn countries by providing them with a chance to stitch, knit and sew their way to safety.

Last but not least, our greatest surprise was an industrial designer Studio Charbel Jreijiri who makes modern DIY product designs that are both aesthetic and useful. What makes his work more special is the use of 100% recyclable materials and the affordable prices that he proposes. What else?

Libérez votre Mardi 13 Juin, la MAD Session Paris Arrive !

 Le compte à rebours est lancé ! Notre deuxième MAD Session à Paris est dans 20 jours et nous sommes impatients de vous rencontrer pour un moment de partage artistique unique dans la capitale française.

Au programme, 8 artistes aussi talentueux les uns que les autres seront présents pour vous présenter en avant-première, à vous MADers, leurs créations, projets et performances. Si cette MAD Session est l’occasion d’aller à la rencontre de nos MADs comme Boo, Manuela Morgaine ou encore nos Djs de La boucle, c’est également l’opportunité de faire émerger de nouveaux Talents Hybrides qui auront participé à notre concours MAD Talent Hunt Competition. Dans cette quête de nos nouvelles perles MADs, nous avons sélectionné 5 artistes aux profils variés mais tous autant époustouflants. Parmi eux : La Tulipe Noire, Louise Elizeon, Jade B, La Tendre Meute et La Singerie.

Entre comédiens, illustrateurs, chanteurs, stylistes, scénaristes, vidéastes, Djs et danseurs, la MAD Session vous gâte et vous embarque dans l’univers de nos MADs au Supersonic Bastille (9 Rue Biscornet, Paris 12) le 13 juin à partir de 20h. Si vous aimez sortir des sentiers battus et expérimenter l’art à travers l’imagination et les émotions, la MAD session est ce qu’il vous faut !

Alors, n’hésitez plus, et courrez prendre votre ticket sur le lien : pour soutenir nos talents.

Vous serez peut être l’un(e) des 50 premier(e)s à décrocher un pass gratuit pour la MAD Session!

Alors, How MAD Are You?