Corporate

Revealing Lebanon's Roots

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Location
Byblos Sur Mer
Client

Cedrar

Date

A Home Away from Home

Cedrar is a luxury real estate project with a twofold mission: to reconnect the Lebanese diaspora to their native country and repopulate the land with cedar trees. In order to unveil this grandiose venture, Cedrar approached Leo Burnett Lebanon and Matisse Events to create a launch event aimed at reeling in potential prospects.

From the get-go, the guest list was made up of Lebanese influencers, as well as prominent expats, who were kept in the dark regarding the project. With the element of surprise on our side, we wanted to draw our guest’s in by hosting a luxurious dinner that cumulated in the project’s big reveal. The location was Byblos sur Mer, which was purposely picked for a plethora of reasons. Historically this location served as a port of departure for expats and cedarwood alike. As a way to secure our build up, we divided the venue into two areas. The first was a closed off welcome drinks zone, which we surrounded by Cedar trees. Guest got accommodated, enjoying their drinks while gazing out at the sunset over the beautiful Mediterranean sea.

All those present were escorted to the dining area, where we provided them with a number of strategic hints regarding the night’s guest of honor. As they walked in rows upon rows of luxuriously set tables revealed themselves, each adorned with purple irises, a flower that could only be found on Lebanese soil. However, what really caught people’s eyes was a towering installation: a metallic cedar tree designed by Jad Attallah and that stood seven meters high. As the sun set, and dinner was served, Cedrar’s co-founder Sandra Abi Nader took to the stage to take guests on a walk amidst the Cedars of God, and reveal the unique project.. Afterwards, songstress Aline Lahoud provided the invitees with beautiful renditions of popular songs in Arabic, English and French. She was also joined by kanoun player who filled the air with the sound of the cedars. Guests were absolutely delighted by this grand reveal and the festivities that ensued, as they merrily celebrated Lebanon’s heritage for the rest of the evening.


Cedrar is a luxury real estate project with a twofold mission: to reconnect the Lebanese diaspora to their native country and repopulate the land with cedar trees. In order to unveil this grandiose venture, Cedrar approached Leo Burnett Lebanon and Matisse Events to create a launch event aimed at reeling in potential prospects.