iSTYLE opens Pop-Up in Beirut and starts new chapter in the growth of the brand

iSTYLE Pop-Up: bringing new energy to the high street, increasing reach of Apple products into new regions, different demographics

July 25, 2022

shows a hi-tech store frontage — The new iSTYLE Pop-Up - front elevation. Small enough to bring the iSTYLE brand to customers in places not previously reached by the company. Photo credit - iSTYLE

iSTYLE has opened a new, small Pop-Up retail site in Beirut. The iSTYLE Pop-Up, which opened on July 5, 2022 in the ABC Mall in Achrafieh, is a small retail unit of around 22sqm with an important emphasis on selling and showing the latest Apple products with energy and flair.

a hi tech store interior — Much smaller than a regular APR but iSTYLE Pop-Up offers the full Apple brand experience. Photo credit – iSTYLE

Architect Marine Bustros, founder of mb Design Studios, has created the vision for the new iSTYLE Pop-Up and optimised the space so it can offer the full Apple experience in a smaller than usual footprint. The new brand is an important strategic move for iSTYLE. According to Edmond Hamati, iStyle Business Development Manager for Lebanon and Morocco, the company devised the new format as a way to explore smaller business locations and different customer demographics.

two photos side by side show interior of a hi tech store — The new micro-store could open in more informal business spaces than larger point of sales formats like AAR, such as a university or a large event like a rock concert. Photo credit – iSTYLE

The new format is also a chance to try to explore different approaches to engage with customers. “The people we are hiring for iSTYLE Pop-Up are young and energetic,” explained Edmond Hamati. “It’s a shop for everyone, where there is lots of energy and music in store. Because of its small space concept, it makes it possible for iSTYLE to be everywhere very quickly. It’s a good way to create more awareness of iSTYLE and the Apple brand.”

More about iSTYLE

iSTYLE, part of the Midis Group, is the largest Apple Premium Reseller network in the Middle East and Central and Eastern Europe. Through its 70+ retail and online stores, iSTYLE offers the full range of Mac, iPad, iPhone, Apple Watch and Apple TV along with an impressive but carefully selected portfolio of accessories and software.