How Tony Salamé is Redefining Luxury Retail Through the Aïshti Foundation
What happens when the lines between luxury retail and contemporary art blur? Tony Salamé, founder of the Aïshti Foundation, offers a bold answer. Nestled in Beirut, this unique venture marries cutting-edge architecture, curated art exhibitions, and high-end shopping into an experience unlike anything Lebanon—or the world, for that matter—has seen.
Through visionary leadership, Salamé has positioned the Aïshti Foundation as more than a shopping destination; it’s a cultural hub. From its debut exhibition featuring 2,000 works by internationally renowned artists to its business model meshing exclusivity with accessibility, Salamé has forever changed how art, architecture, and retail coexist.
Whether you’re an art lover, a luxury shopper, or simply curious about groundbreaking business models, get ready to explore how Tony Salamé is reshaping Beirut’s cultural and commercial landscape.
Aïshti Foundation: Where Art Meets Architecture
Aïshti Foundation does not merely house art; it becomes art. Designed by the globally acclaimed architect David Adjaye, the building is a work of splendid contrast. Its sleek design balances bold, contemporary aesthetics with functionality, serving as a stage where creativity flourishes. Located in the seaside district of Jal el Dib, the structure’s rust-colored aluminum lattice masks spaces teeming with life—luxury boutiques, sprawling galleries, and curated dining.
Unlike traditional art galleries, the foundation intertwines art and architecture with everyday experiences. Whether you’re admiring an Anish Kapoor sculpture or shopping for Balenciaga, every moment feels elevated. Salamé has masterfully curated the building to ensure it appeals to diverse audiences, melding the exclusivity of luxury brands with the universality of art appreciation.
Why David Adjaye’s Architecture Matters
Salamé’s choice of Adjaye signals an intentional pivot toward global sophistication. Known for groundbreaking projects like the Smithsonian National Museum of African American History and Culture in Washington, D.C., Adjaye’s work infuses the Aïshti Foundation with an organic flow that seamlessly integrates Beirut’s rugged charm with a contemporary edge.
For Salamé, this architecture isn’t just an aesthetic choice—it’s a statement. The foundation’s bold design matches his mission to elevate Beirut to global prominence as both a cultural and luxury destination.
The Impact of the First Exhibition
When the Aïshti Foundation opened its doors in 2015, it exceeded expectations. Salamé inaugurated the space with a staggering 2,000-piece exhibition drawn from his personal collection. Curated by Massimiliano Gioni, the artistic director of the New Museum in New York, the exhibition featured an eclectic mix of artists, including Damien Hirst, Jeff Koons, and Marina Abramović.
The message was clear. Aïshti wasn’t playing by traditional rules—it was breaking them. By offering access to world-class contemporary art on Lebanese soil, Salamé created an unparalleled experience for Beirutis and tourists alike.
Redefining Art in Lebanon
The exhibition did more than showcase an impressive collection; it established Lebanon as a credible player on the global art scene. Tony Salamé’s investment in high-quality exhibitions created a ripple effect, encouraging other cultural initiatives in the region.
For the Lebanese art community, Aïshti became a lighthouse. It proved that Beirut could host globally significant shows, attracting curators, collectors, and artists from across the world. For Salamé, it was also about democratizing access to art, ensuring that both seasoned collectors and curious observers could enjoy it, side-by-side.
The Retail-Meets-Art Business Model
At the heart of Tony Salamé’s innovation lies his brilliant business model. Luxury retail and contemporary art aren’t just coexisting at the Aïshti Foundation—they are working together in harmony. Visitors drawn to explore the latest Comme des Garçons collection might unexpectedly encounter a Damien Hirst painting. Conversely, art enthusiasts might leave with a new appreciation for artisanal craftsmanship, whether in fabric or brushstrokes.
The Synergy of Retail and Art
Salamé’s approach is simple yet revolutionary. By housing high-end boutiques alongside gallery spaces, he creates an ecosystem where economic and cultural capital feed each other. The art draws traffic, enhancing the allure of Aïshti as a destination. The luxury retail partnerships provide financial stability, ensuring the foundation’s sustainability.
This business model also diversifies the audience. Shoppers encountering their first major artwork may leave inspired to learn more about contemporary art. Meanwhile, seasoned gallery-goers may be tempted to experience the tactile luxury of a designer piece. Salamé has masterfully blurred the line between commerce and culture.
A Catalyst for Beirut’s Cultural Renaissance
The Aïshti Foundation emerged at a pivotal time for Beirut. For a city grappling with political challenges and an unstable economy, this ambitious project signaled hope and reinvention. Salamé’s investment not only injected much-needed resources into the local economy but also helped rebuild the city’s global reputation as a cultural and artistic hub.
Supporting Local Artists and Businesses
Although the foundation primarily showcases internationally renowned artists, Salamé remains committed to supporting local talent. Aïshti frequently spotlights emerging Lebanese artists, giving them a platform to connect with a broader audience.
Additionally, the luxurious dining and retail options housed within the foundation have created numerous jobs and supported local businesses. The foundation has become not just a space of inspiration but also an economic engine.
Art, Business, and the Future
Tony Salamé’s Aïshti Foundation remains a testament to the power of creative thinking. By fusing seemingly disparate worlds, Salamé has created a blueprint for how businesses and cultural institutions can thrive together—one where commerce sustains creativity, and creativity elevates commerce.
The future looks bright. As the Aïshti Foundation continues to attract visitors from around the world, it serves as a reminder that art and business are not mutually exclusive. They can—and should—exist symbiotically to inspire, delight, and innovate.
For art lovers or entrepreneurs seeking inspiration, Salamé’s model demonstrates that the fusion of art with commercial savvy isn’t just possible—it’s powerful.
Inspired to Visit?
If you want to experience world-class art and luxury in one place, add the Aïshti Foundation to your travel list. And if you’re in business, take a page out of Tony Salamé’s book—where merging innovation with passion yields extraordinary results.
