Villa Moda epitomises the luxury of Middle Eastern boutiques. Rana Salam Studio was commissioned by Ziad Matta to create an ad campaign for the department store. Steering clear of the traditional formulae used by European boutique campaigns, the studio commissioned celebrity art-photographer Youssef Nabil to create a campaign that showcased the modern luxury of Villa Moda, while expressing a distinctly Middle Eastern allure and nostalgia. They worked together creating a shoot in Paris that was framed with a collage of Rana’s ephemera found during her journeys across the Middle East.