Lebanese ‘Design XE’ winners attend exclusive workshop with Architect Bernard Khoury


Saad & Trad S.A.L, the exclusive dealer of Jaguar in Lebanon, organized a special workshop for the three Lebanese prize winners of the Jaguar MENA ‘Design XE’ competition with Bernard Khoury, award winning architect and curator, and the Jaguar XE Brand Ambassador in Lebanon.

Held on October 22, 2015 at Bernard Khoury’s DW5 office in Beirut, the workshop served as a feedback session concerning the students’ works of art, helping them improve their knowledge about design and discovering self-potential. Attendees also raised many questions during the Q&A session, showing their active interest in the topic.

The competition, which initially ran from September to December 2014 in the Middle East and North Africa region, challenged university students to unleash their creativity by designing their own unique piece of Jaguar’s stunning vehicle, the XE.
Mr. Michel Trad, Chairman of Saad & Trad S.A.L, commented on the occasion, saying, “We are delighted to offer our Lebanese winners this unique and exclusive experience with Bernard Khoury. This is a one in a lifetime opportunity for aspiring artists and designers to receive feedback from one of world’s most prominent architects.”

Addressing the future generation, Architect Bernard Khoury stressed the importance of future designers, whereby in his own words, he declared, “The present stinks but the heroes of the future will design the most effective gas masks.”

With more than 60 years of experience in the automotive business, Saad & Trad S.A.L has established itself as one of the leading appointed dealers in the market for Jaguar with a dedicated commitment to its products and customers as well as a strong and continuously growing market presence.