A conversation with Sari Kassouf

While the larger and more obvious metropolises across the world constantly jostle for attention upon the international creative stage, it is those lesser-known corners globally, filled with individuals who are quietly championing a considered way of expressing and showcasing talent, that truly inspire us. Far from the bright lights and distracting cacophony, brands and spaces are emerging that are no-less rooted in excellence and talent than those that are based in what have traditionally been considered creative hubs of greatness.

Lebanon represents one of the finest examples of this movement - often associated by the outside world with difficult scenes of conflict and tension, this breathtakingly diverse sliver of land that overlooks the Mediterranean is in fact a melting pot of exceptional design, creativity and beauty bursting at the seams. Tucked away in Beirut’s hip Mar Mikhayel quarter, concept-boutique-cum-cafè The Slowis spearheading a retail and culinary philosophy that has been attracting the attention of those-in-the-know across the world since it opened its doors in November 2019.

Sari Kassouf

It is a reflection of founder Sari Kassouf’s unique story - one that is as interesting as it is exceedingly rare. Previously a full-time architect who was practising across the Middle East, a voyage to Bali proved to be a turning point. While on the island, Sari fell in love with the relationship that creatives nurture with both nature and spirituality. There, the natural flow of life is revered, forming an intrinsic part of creative expression. So different to what Sari had been pursuing up until that point, this attitude left a deep impression.

Upon returning to Lebanon, he decided to bring all threads together - his professional experience, his appreciation for simple geometries and pure aesthetics, and his desire to live in harmony with nature - and launch The Slow. Featuring a carefully-selected range of fashion, beauty and design brands that uphold his values, the space is also home to a cafè that offers the freshest fare that is rooted in the seasons and the local land.

An invitation to slow down and embrace the now, we couldn’t help but fall in love with all that The Slow represents. Sari recently sat down with us as we asked ten questions inspired by the Proust Questionnaire - a questionnaire that has its origins in a parlour game that had been popularised by French essayist Marcel Proust, designed to reveal the player’s true nature.

What is your idea of perfect happiness?

Slow living is really my idea of perfect happiness. Waking up without an alarm; brewing the most perfect cup of coffee; finding my way to a nice café; sitting under the sun and indulging in a divine breakfast; watching people being a blessing; living in the moment every moment…

What is your current state of mind?

The hidden gem behind the terrace of the slow, which I’m fantasizing about taking over, renovating, and adding to The Slow.  

If you were to die and come back as a person or a thing, who or what would she/he/it be and why?

I’d probably choose to come back as a Tibetan monk. There’s something about living life in solitude and in complete harmony with your natural environment that really appeals to me. 

If you could change one thing about yourself, what would it be?

Well, I hate to say it, but I’m a perfectionist. So, I’d change that. It’ll probably make my life so much easier.

What is your greatest regret?

I’m so selective when it comes to relationships, which sometimes makes it difficult for me to really open up to people. It’s those missed opportunities of connection that I sometimes regret.

What is your most treasured possession?

I am not a materialistic person, but I couldn’t help but think of my loved ones when I first read your question. Perhaps it’s my memories of them that are my most treasured possession.

What is the quality you most like in a man?

Gentleness.

What is the quality you most like in a woman?

Strength.

What do you consider your greatest achievement?

The fact that I opened The Slow at the cusp of the revolution in Lebanon — which was followed by an economic meltdown that was later made even more severe by the COVID lockdown — and managed to stay in business to this day is truly an achievement.

What is your motto?

You reap what you sow.