Beirut has the unique ability to bend, shape and mold brand identity to fit its flamboyant clientele. When Hermes opened it doors in Beirut Souks, the brand’s tradition and timelessness suggested that it might not be as susceptible to the same affection for flash to which so many fall prey. But, once again, the city proved that few are immune to its call to opulent arms. Never mind that the abounding platform stilettos sunk straight into the grassy sod laid especially for the opening on Hermes’s corner of Marfaa Street. Never mind that the generator powering the crane swinging an angelic dancer above the crowd was so loud that it drowned out the music played for the spectacle. And never mind that the restricted entrance and exit, due to Prime Minster Hariri’s presence, meant that the tree-enclosed soiree was packed like a can of extremely expensive sardines. The July 30
