Riviera Privé did eventually become the place to be in the Summer of 2011, but the campaign lasted a lot longer than that. The installation went viral, being seen by millions online.It was featured, published and shared in over 15 different languages on a variety of different leading blogs, sites and magazines, including The Huffington Post, Glamour Magazine and The Cool Hunter.Our aim was to put Riviera Privé on the Beirut map…instead it ended up on the world map.

We needed to create our own media, so, we chose the trendiest restaurants and clubs in the city and invaded their most intimate place: the bathrooms.We stuck vinyl stickers of faces with sunglasses on bathroom mirrors in various trendy locations across the city. The Glasses were cut-out to give the impression of a reflection, which gave the idea that they were being stared at by somebody. The copy read “ BE SEEN.”

Summer’s in Beirut are all about the beach. The market is very competitive and saturated. Riviera Privé was opening in the Riviera Hotel and wanted to stand out among the crowd. It is no secret that the Lebanese love to hit the beach to “see and be seen.” People dress in their fanciest swimsuit and toned bodies to impress and meet. We needed to reach the crème de la crème of Beirut, without using mass media – as that would defeat the concept of Privé.