Reflecting on the theme of Tanween’s "Fail Forward," she acknowledges her own encounters with failure, viewing them as essential learning experiences that informed her understanding of business beyond aesthetics. With insights into the evolving Saudi audience and her perspective on the role of AI in design, Rana offers valuable advice for young designers, emphasizing the importance of collaboration and strategic partnerships.
AM: Could you provide a brief overview of your experiences while living in London?
Rana Salam: I spent 30 years living in London. I moved there from Lebanon to study design and realized after three decades that I had developed a career and had two children. I ultimately decided to return to Lebanon. Throughout my entire career in London, my work was heavily influenced by the Middle East.
AM: How did you approach changing the perception of the Middle East through design?
Rana Salam: I began viewing the popular notion of "shaaby" from a Western perspective and recognized that we had a wealth of visual material that was overlooked and undervalued. I started collecting these elements and developed the skill of extracting, manipulating, and reselling them back to the West. My goal was to demonstrate that we have much to offer and that we are just as exceptional as they are.
AM: Can you tell us about your first big success in London?
Rana Salam: My success was the Comptoir Libanais restaurant in London, which I designed in collaboration with Tony Kitous. We incorporated a graphic from an Egyptian cinema poster, which ultimately became an iconic symbol for his brand. The restaurant gained such popularity that everyone wanted to be associated with Comptoir Libanais, and many Middle Easterners felt a sense of pride in identifying with this imagery.
AM: Tanween’s theme for this year is “Fail Forward”. What role has failure played in your life?
Rana
Salam: I consider myself an expert in failure. I was a poor student in
school—truly a total failure. My highest grade was a mere 68, and I
struggled with spelling. Yet, look at where I am now. I never created a
business plan, despite people often asking me about it throughout my
career. Many insisted that you can't succeed without one. But I learned
along the way what it means to navigate the art of business. I realized
that it’s not just about creating beautiful things; ultimately, the
numbers matter. If they don't add up, you unfortunately have to face the
consequences. That can be difficult for a designer, much like those who
go through bankruptcy. They may experience failure, but many rise up
and rebuild from it.
AM: And how would you describe the Saudi attendees at Ithra?
Rana
Salam: The Saudi audience is greatly influenced by the media; their
perspective has shifted significantly. When you're here, you’re
witnessing the future unfold.
AM: What are your thoughts on AI in design?
Rana
Salam: I don't feel threatened by AI; instead, I believe it can be
harnessed to our advantage. It can’t replace me, as it relies on the
information provided to it. For instance, I utilize Adobe for my work.
While Adobe has these capabilities and you provide the input, the
results will never replicate my unique perspective and style.
AM: Finally, what advice would you give to young designers?
Rana
Salam: Consider finding a business partner or manager. I believe this
approach is very effective, though initially, I couldn't afford it.
Forming a partnership can be beneficial. It's important for your partner
to be knowledgeable and perceptive.
Photos courtesy of ranasalam.com