Time Etc

Time Etc. is built on a simple observation: much of what we consider “Lebanese” is, in fact, borrowed, adapted, and slowly absorbed into everyday life.

The project leans into this ambiguity—where origin becomes secondary to familiarity. Matchboxes that feel local but come from elsewhere. Dishes we grew up with that trace back to other shores. A terrace that feels like home, yet is quietly reimagined. Time Etc. exists in this in-between: not traditional, not contemporary, but continuously becoming.

The identity draws from this tension.

At its core is a modular emblem inspired by vintage matchbox illustrations, objects deeply embedded in Lebanese daily life despite their foreign provenance. Within this frame sits the Cyclamen, a flower native to Lebanon, grounding the system in something inherently local. Around it, the identity expands: birds, bees, and other recurring elements from the space can take center stage, shifting the logo from a fixed mark into a living archive of motifs.

This modularity reflects the space itself, layered, evolving, and open to reinterpretation.

The interior follows the same logic. It merges the warmth of a familiar Lebanese home with the curiosity of a botanical lab: greenery intertwined with structure, domestic cues recontextualized through a more experimental lens. The result is a space that feels known, yet slightly off—inviting exploration.

Time Etc. is not about defining what is Lebanese. It is about observing how things become Lebanese over time—through use, memory, and repetition.

A place shaped less by origin, and more by adoption.