I graduated with a degree in linguistics, and between the random languages that we've looked into, I've concluded that Arabic is by far, the one most captivating, the most beautiful, and the most complex (yes, obviously I'm biased).

So, as a linguist, as a design enthusiast, and of course, as a Lebanese, I admire and value the work Kashida is doing by placing the Arabic language at the root of their vision.

"Founded in 2011 by Mirna Hamady and Elie Abou Jamra, Kashida is an acclaimed Lebanese product design studio creating furniture and home accessories based on 3D Arabic typography [...]. The term 'kashida' is the glyph that bridges between two Arabic letters in a single word."

البركة (blessing)

If you're seeking the modest, handmade piece - this isn't it. The team behind Kashida have worked super hard within the past few years to turn their brand into, well, a Brand - a full-fledged one where you can order online, customize your pieces, so on and so forth. Kashida also do large-scale commissioned projects, collaborate with interior designers and architects, and ship worldwide. In the Lebanese retail world, that's making it HUGE!

What do you find to be the most impressive feature of the Arabic language? 

Kashida: Its written form; calligraphy is an art form and not merely a linguistic tool. Arabic offers us the chance to abstract forms and create beautiful pieces which transcend linguistics and exist in its own realm of pure art.

نعمة (grace, mercy)

What scripts have you been using in your designs?

All our typography is created by Kashida, since each product requires its own typographic approach, transforming script to become a functional design object. Of course, scripts we draw are based on the main calligraphic styles: Kufic, Maghribi, Diwani, etc.

What about Kashida's partnerships with interior designers and architecture companies? 

We are an e-commerce portal with points of sale across the region, and we ship worldwide. For our furniture line, we have commission-based partnerships with interior designers, who request items from both our existing designs as well as custom-made pieces.

What have been your most successful design(s) to date?

الجنة تحت أقدام الأمهات (paradise is under mothers' feet)

حلم (dream)

أهلاً وسهلاً (welcome!)

You sell your products on KashidaDesign.com and deliver them worldwide. Has online shopping been a common method of purchase of your products in Lebanon? 

Yes, we market our online portal as our primary selling channel. Kashidadesign.com is our gateway to the world, since we ship worldwide (GCC, USA, Australia, Africa).

ما شاء الله (a saying of praise in the name of God)

If you had to 'thank' a single country for your success, which one would it be? 

Several countries have influenced our success, be it in our design methodology or our business model. Early on, we participated in several business plan competitions regionally and even in Paris; each experience has given us insight on the way we do business. Of course, Arab countries play a huge role in design inspiration, be it through found calligraphy, calligrapher's experimentations, and even dialects and jargon which pour into the design research and development of Kashida.

What's in the future for Kashida?

More of everything. More business services, more designs, more points of sale, and more expansion. Not to sound too cliché, but this is really only the tip of the iceberg!

Cheers to Kashida's accomplishments.

نجاح (success)

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