This is my observation lab assignment for A Crash Course on Creativity- Professor Tina Seelig, Stanford University.

1. Observation Lab
Shops in Hamra, Beirut, an area
renowned for its shops, cafes, bars,
universities, hospitals and quirky
bohemian vibe.
By Jasmina Najjar

2. The Bipolar Setting
• Beirut can go from this (protest street blockade I had
to walk through to get home on Saturday the 20th of
October 2012) :

3. The Bipolar Setting
• To this (Hamra street on Saturday 27th October
2012):

4. The Impact
• The bipolar setting is evident in every facet of
life…including the shops.
• Some shops are very modern while others seem
to be caught in a 1970s (pre-civil war) time warp.
• Some do business “the old way” while others
have embraced newer approaches.
• Some have super tight security (many shops
refused to let me take photos and use hand-held
bomb detection devices at the entrance) while
others have NO security whatsoever (then again
crimes like theft are not very common).

5. The Shops

6. Gruen
• Gruen is a niche “eatery” and gourmet
tea/sweets shop. It’s frequented by the well-
to-do and everything is priced accordingly (i.e.
not an ideal option if you’re on a budget).
• The name is unusual and the logo is a chic yet
simple.

7. Gruen

8. Gruen

9. Gruen

10. Gruen

11. Gruen
• Door is open and yet it’s not welcoming. Sign is also hidden.
Then again Gruen is VERY well-known in certain circles.
• First thing you see is the counter with gourmet teas and
sweets for sale. They also have a large sign showing they’ve
won awards for quality.
• There’s one security camera visible in a corner…but that’s it
(maybe it’s a dummy just for show).
• Only male waiters. They are dressed in sophisticated black.
• White-gray marble is dominant (floors, walls etc.). Décor
also has a lot of brown with silver lighting. The overall feel
is sophisticated with a retro twist. Natural lighting from
outdoors combines with artificial lighting indoors.
• Prices are hidden (except items on the café/resto menu).
• Nothing is on sale…then again clientele don’t care about
“good deals” or prices.

12. Gruen
• Clientele are not very young (30-70 years old) but
are very mixed (men and women).
• Staff respond quickly but are not very friendly
(i.e. they have a snobbish attitude).
• People very rarely come to just buy gourmet teas
or sweets or place orders for parties/events. They
usually indulge in coffee/food and hence stay for
an hour.
• Jazz music plays softly in the background, adding
to the niche, sophisticated feel.
• Lesson learned: all in all it’s more about the
brand image and niche positioning than about
the products. And this drives Gruen’s success.

13. The Shops

14. Librairie Internationale
• Librairie Internationale has been selling books
since 1960. It is the favourite haunt of
foreigner researchers interested in the Middle
East (they have an impressive collection).
• Despite the French name, most books are in
English, reflecting Lebanon’s shift over the last
30 years from a mainly Francophone country
to a more Anglophone one.

15. Librairie Internationale

16. Librairie Internationale

17. Librairie Internationale

18. Librairie Internationale

19. Librairie Internationale
• From the logo to the blue and white interior, the bookshop
feels like it just popped out of the 1960s…as if time stood
still. The air is filled with the smell of books.
• The shop is run by a grumpy old man and the “Fixed Prices”
+ “In God we trust, all others pay cash” signs over the
cashier desk at the front reflect his no-nonsense attitude.
• It’s stiflingly hot inside which prompts you to want to leave
as quickly as possible. As does the oppressively low ceiling.
• Classical music plays quietly at the back of the shop, but
the rest of the shop is shrouded in pin dropping silence.
• An incredible number of books are crammed into the small
shop: on shelves and pile after pile.
• Books are categorized by subject and genre yet the
cluttered feeling make it frustrating to find anything.

20. Librairie Internationale
• Magazines are the first thing you see.
• Once inside you can take 2 paths: left aisle or right
aisle.
• Everything is priced…but nothing is on sale.
• A young salesman has a desk towards the end of the
shop. Beyond saying hello, neither he nor the old shop
owner attempted to assist me….even though no other
customers where there at the time.
• No security is visible….except the very watchful eye of
the shop owner.
• Lessons learned: clutter, the wrong temperature and
low ceilings are recipes for disaster. They are
deterrents…especially when the staff are unwelcoming
to boot.

21. The Shops

22. Express
• American chain- clothing for men and women.
• An example of one of the many international
chains in Lebanon: Nine West, Aldo, H&M,
Mothercare, the Body Shop….
• After exploring two local niche places, I decide
to see if international chains were different.

23. Express

24. Express

25. Express

26. Express
• The shop display, large modern logo and open door
draw you in.
• The staff (dressed in clothes available in the shop or in
white shirts) immediately greet you with a big smile
and ask if they can help.
• A security guard stands by the door and some security
cameras are discretely placed in corners on the high
ceiling.
• The décor is beige and black with wood parquet
flooring that contrasts against the modern industrial
style ceiling.
• The shop is very bright.
• Pop music plays loudly in the background.
• The clientele are mainly aged 21-35 years old.

27. Express
• Three elevated displays stand out in the shop.
• The products in shop aren’t sparse (quite the opposite)
and yet there’s no clutter. Everything is neatly
displayed and easy to see.
• All tops and accessories are on “Buy 2 get 1 free”
promotion or all jeans are at a reduced price.
• Clothes are at the front of the shop while accessories
and the cashier are at the back.
• Lessons learned: a smile can go a long way to
encourage people to buy...as can promotions! The loud
music and bright lights suit the modern chic of the
clothing brand and make the atmosphere welcoming.

28. The Shops

29. Books & Pens
• Books & Pens ironically sells no books. Books
are sold at Malik’s next door (same owner).
• Books & Pens is a shrine to stationary and
computer accessories etc.

30. Books & Pens

31. Books & Pens

32. Books & Pens

33. Books & Pens

34. Books & Pens

35. Books & Pens
• The cashier is right up in front by the door with
impulse buy items and charity donation boxes
right next to it.
• Staff all wear a red uniform. While there are
many staff members (mainly women) working
there, no one greets clients or attempts to help.
• Security cameras are obvious…as is the sign that
tells you that security cameras are everywhere.
• Place is brightly lit, temperature is comfortable
and ceiling is low without being oppressive.
• Danglers hang from the ceiling and the floor is
covered with branded stickers.

36. Books & Pens
• White perforated walls, dark beige floors and shelves
with a red border along the base adorn the place. The
décor is rather underwhelming.
• All prices are handwritten on special red and white
cards. Items on special stand out on yellow cards with
handwritten slashed prices.
• LCDs flash advertising.
• The shop is slightly noisy. No music. The sounds are
from the staff chatting and kids getting excited.
• Many small purchases made in a short amount of time.
Constant line at the cashiers.
• Lessons learned: simple (décor and products) with in
you face advertising or price reductions can work and
generate revenue.

37. The Shops

38. Capri
• Capri is a multi-brand women’s clothing shop.
They sell pricier brands from France, Italy and
Spain (e.g. the average price of a shirt is $200,
a day dress $400).
• The logo and state of the shop’s exterior don’t
fit the image at all!

39. Capri

40. Capri

41. Capri

42. Capri

43. Capri
• The interior is much better than the exterior. It’s
bright with parquet floors and white walls with
wood framing for décor. It’s sober, chic, mature
and simple.
• The more reasonably priced items are at the very
front and the evening wear is hidden around a
corner in the back.
• There’s no clutter and each item displayed stands
out in its own right.
• The cashier is hidden behind the white divider at
the front of the shop.
• The 2 saleswomen who work there are not
wearing uniforms or clothes from the shop. They
were very friendly and helpful.

44. Capri
• There’s an umbrella stand and a central display table
with accessories, scarves, gloves etc.
• Some photos of models wearing the brands they sell
are on display.
• The clientele is older in general and most of the clothes
are classical. Some very funky items and brands are
available though.
• Not many clients frequent this place at the same time
(I suspect the price factor is the main reason).
• There’s no visible security.
• There’s no distinctive smell.
• Lessons learned: don’t judge a book by its cover. What
seemed like a rather run down shop on the outside is
actually home to high-quality clothing brands.

45. The Shops

46. Atomium
• Atomium is a tiny electronics shop that is
always packed. It attracts a lot of Filipinos on
Sundays and a lot of Lebanese and Gulf Arab
throughout the week.

47. Atomium

48. Atomium

49. Atomium

50. Atomium

51. Atomium

52. Atomium
• From laptops to TVs, CDs/DVDs and stereo sets,
Atomium has it all. In addition to items on display
they can order any Sony or Panasonic products
from the official catalogues.
• The décor is not inviting. The floor looks cheap as
do the shelves.
• The cashier is at the back.
• There is no security.
• There’s a constant influx of clients of all ages and
genders and they all make purchases.

53. Atomium
• The sound of one of the TVs drones in the
background.
• The shop smells like boxes and electronics.
• The shop has no staff per say. It is run by a man,
his brother and his father. The shop is so
successful (sales-wise) it supports the 3 families.
• The lighting could be brighter.
• Lessons learned: thinking small can work. There’s
nothing fancy about the shop/décor. There’s
nothing attractive about the displays. Nothing is
on sale. And yet because all the prices are good
from the get go they sell a lot. Plus there aren’t
many other electronics shops in the area.