Urban Blooms by BeyArt, A Citywide Mural Movement Begins in Batroun

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The happening is set at the iconic Chez Maguy-a landmark destination deeply rooted in the town's cultural and social fabric-marking the beginning of a series of artistic interventions designed to reimagine everyday spaces.

Endorsed by Beirut Museum of Art (BeMA), the first artwork features a large-scale mural by renowned artist Marie-Joe Ayoub. Titled "Mare Nostrum," the artwork reflects Batroun’s coastal identity, depicting a large mermaid surrounded by vibrant fish and sea sponges—a nod to the city’s historical sponge-diving legacy.  

Urban Blooms is conceived as a long-term, scalable platform that moves art beyond traditional gallery settings and embeds it directly into the rhythms of daily life. 

In line with BeyArt’s mission of community engagement, the project includes an interactive program where local school students participate directly in the creative process following workshops led by Ayoub, allowing the youth to see their own contributions become a permanent part of the city’s fabric. 

By activating heritage-rich locations and public-facing walls, the initiative aims to democratize access to contemporary art while fostering a living connection between artists, communities, and their environments.

"At its core, Urban Blooms is about making art accessible, experiential, and part of people's everyday journeys," says BeyArt Founder and Curator Ranine El Homsi. "We are creating cultural touchpoints that celebrate identity, encourage participation, and bring renewed energy into public spaces."

The inaugural mural sets the tone for what's to come: a curated sequence of artworks created by emerging and established artists, each responding to Batroun's cultural identity, coastal heritage, and vibrant community life. 

Future murals will be developed and unveiled in phases, accompanied by ongoing announcements, storytelling, and community engagement moments.

Beyond its visual impact, Urban Blooms introduces an interactive layer through digital integration. Each mural will feature a QR code connecting visitors to the story behind the artwork, the artist's process, and partner contributions-bridging physical and digital cultural experiences.

Powered by ArabAd, the initiative benefits from a strong media and storytelling platform that will amplify each phase of the project, ensuring continuous visibility and engagement across audiences locally and regionally.

This pre-launch announcement marks the beginning of an evolving narrative. As new murals are completed, additional announcements and updates will follow, documenting the growth of the project and its expanding footprint.