New York based multi-disciplinary experiential design director, visual curator, storyteller and creative strategist. Samar Younes seamlessly merges the world of experience with art, architecture, craft and design, pushing the boundaries of artfulness in commercial and public spaces creating distinctive and compelling visual concepts. Raised In Beirut, Lebanon, Younes attended first attended the Lebanese Academy of Fine Arts studying architecture in Beirut before obtaining a BA (honors) in Theater Design from the prestigious Central Saint Martins School of Arts and Design in London, U.K.
With 19+ years experience in experience branding for the luxury fashion & lifestyle sector, Samar founded SAMARITUAL, a consultancy based on New York & Beirut and focuses on crafting multi-sensory experiential branding experiences for retail, events, showrooms, fashion shows, museums, editorials and hospitality projects. In her projects, she curate and design not only the mise en scène, but also the custom art installations, as well as objects d’art with the aim to seamlessly merges the world of retail with art, architecture, craft and design, pushing the boundaries of artfulness in commercial and public spaces. Effectively elevating commerce into high art. She built a reputation for excellence and experimentation, creating the type of visual brand bond building that connect straight to the heart . Younes's design approach blurs the line between the various aesthetic based disciplines by exploring them thru each other's lens, craft and method. For example, retail as art, or architecture as fashion, or fashion as design, etc.
"Experimental marketing campaigns, branding pop ups, events, installation art and bespoke art & object curation in both physical and digital spaces, is how I communicate brand stories to the world. I aspire to engage people, in an emotional way, and leave them fully immersed, in a brand's experience where they are able to anticipate, participate, co-create and linger in various ways for a memorable, multi-sensory and personalized brand experience. With acute emotional intelligence, I closely liaise and build relationships with key stakeholders to ensure the brand's image is supporting their overall business strategy, while subverting when, and where necessary, the brand's visual identity for a more immediate relatable impact. This enables me to formulate a strategic, bespoke approach to create excitement, and drive traffic that generate desirability and brand demand, increased sales and social engagement. I thrive on collaboration, humor, curiosity and innovation and on perpetually thinking outside the box, and challenging the status quo. I believe in being highly tuned into, global culture, in all aspects, coupled with strong intuition is my recipe to creating compelling concepts. I’m passionate about creating multi-disiplinary experiences, using the perfect mashup of art & culture references, executed in unique sensory materials, elements, compositions, colors and refined craftsmanship with bespoke technology is key to continually enables innovation and reinvention."