Minjara: revitalizing Tripoli’s woodcraft into a competitive design cluster

Project: Wood processing value chain in Tripoli, Supporting Private Sector Development in Lebanon

Organization: Expertise France / European Union (Private Sector Development Program)

Role: Insights and Strategy Expert

Collaborators: With Markits Consulting, in collaboration with NJOYCREATIONS

Region: Tripoli, Lebanon

Period: 2017 - 2019

Arab’s workshop, Tripoli, photo by Sarah Ghanimeh

Project Focus 

Leading a comprehensive market-led intervention to revive Tripoli’s woodcraft industry. This involved conducting multi-layered market research, identifying supply/demand gaps, and developing the business model, branding, and marketing strategy for Minjara as a platform and brand.

What we aimed to solve       

To bridge the gap between Tripoli’s veteran carpenters, who possess deep craft heritage, and the modern market needs of architects, designers, and distributors. The goal was to transform a deteriorating industry into a competitive, innovation-driven cluster.

The Context   

Once a major driver of the Lebanese economy, Tripoli’s furniture sector faced significant decline. While the craftsmanship remained, the sector was disconnected from current trends, buyer behaviors, and modern distribution channels.

The Strategy  

A strategy built on data and human-centered insights. We moved from an in-depth census and SWOT analysis to the formulation of a viable business model. By mapping the "low-hanging fruits" and long-term goals, we established a brand that bridges traditional making with contemporary design.

The Process

Our approach was rooted in three specific research pillars: (1) Assessing domestic market behavior and perception, (2) Identifying the technical and aesthetic needs of distributors and designers, and (3) Analyzing the cluster’s internal gaps to define a 360° support system.                      

Presenting the study, "Design and the Traditional Furniture Sector in Lebanon," during Beirut Design Week 2017, photo courtesy of Expertise France

Evidence of Impact

• Clustering & support: Minjara now supports 49 carpenters through a permanent 1,500 sqm platform offering capacity building, prototyping, and marketing.

• Ecosystem integration: successfully connected veteran craftspeople with the design scene, leading to collaborative collections and international market linkages.

• Cultural revival: Minjara is the first permanent resident of the Rachid Karameh International Fair, helping to revive this architectural icon (Aga Khan Award for Architecture 2022).

• Brand presence: established Minjara as a leading entity in Lebanon’s design scene, with a permanent showroom and active participation in regional design events.Extension

Extension

Initially commissioned for a single research study, the role expanded into managing the full project’s implementation over two years.