Cross-sector creation and dialogue across reclaimed heritage spaces to power animal welfare

Project: Launch and Management of a Hybrid Cultural Platform and Animal Welfare Association

Organization: Art Design Lebanon (AD Leb) & Gaïa Fodoulian Association

Role: Gallery Manager / Marketing & Communication Manager / Board Member

Collaborators: Under the direction and guidance of Annie Vartivarian

Region: Lebanon

Period: September 2020 – Present

Lost in the right direction", Art Design Lebanon (2nd edition), Deir El Kalaa archaeological site, Beit Meri, 2021–2022. Photo by Vartan Seraydarian, courtesy of Art Design Lebanon.

Project Focus 

Realizing the vision of late designer Gaïa Fodoulian through a "gallery without walls" that funds an animal welfare association. The focus is on using alternative spaces to connect contemporary art with Lebanon’s social and architectural heritage.

What we aimed to solve       

To transform a tragic interruption into a sustainable legacy, we aimed to dismantle disciplinary silos between art, design, and various creative, research, and policy stakeholders. By moving artistic production outside the traditional "white cube" gallery walls, we gave a voice to neglected spaces while simultaneously providing a structured, professional framework for animal rescue.

The Context   

Launched in the wake of the Beirut explosion, the project serves as both a tribute and a resilient response to collective trauma. The challenge lay in launching a contemporary gallery amidst an unprecedented economic crisis and a period of profound social upheaval. To address this, AD Leb operates nomadically, reclaiming damaged or forgotten historical spaces to facilitate a dialogue between the city’s architectural heritage and contemporary artistic and design production.

The Strategy  

A dual-purpose strategy where cultural production directly supports social impact. We positioned AD Leb as a nomadic gallery that uses unconventional spaces to shed light on cultural heritage and social fabrics.

The Process

Our approach involves: (1) Strategic business modeling, (2) Management of international PR and go-to-market strategies, (3) Execution of large-scale pop-up exhibitions in site-specific contexts, and (4) Establishing an international rescue pipeline for the association.

Gaïa Fodoulian Association’s family. Photo by Vartan Seraydarian, courtesy of Gaïa Fodoulian Association.

Evidence of Impact

• Architectural & Scenographic Impact: Reclaimed and showcased high-profile heritage sites, including the Tabbal Building, Mayflower Hotel, and the Deir El Kalaa Roman ruins. By staging exhibitions in unconventional spaces with meticulously studied scenography, the project created a direct dialogue between the physical site and the work, inviting the public to engage with Lebanon’s architectural history in a contemporary context.

• Sector Leadership: Established AD Leb as a primary contemporary platform, notably hosting the first exhibition at the Sursock Museum following the Beirut blast. By moving artistic production outside traditional gallery walls, the project gave a voice to neglected spaces and the diverse social fabrics surrounding them, while fostering organic, cross-disciplinary collaborations.

• Social Transformation: Developed a structured NGO that has rehomed 27+ animals internationally and currently provides 360° medical and sheltering care for over 60 dogs.

• Global Visibility: Secured significant international exposure through managed PR, bridging the gap between Lebanese contemporary art and global audiences while advocating for higher animal welfare standards.

Extension

In August 2020, two weeks after the Beirut blast, I offered my support to Annie Vartivarian to help realize Gaïa’s vision. What began as a pilot brand study evolved into a multi-year engagement and support.