Case — Brand Identity · Interior Design
Semiramis.
A Damascene gourmet sweets house, reintroduced through a refined identity and interior experience.
A Damascene Legacy, Reframed
Gourmet Pastries Since 1956
Founded in Damascus in 1956 by master pastry maker Zuhair Ramadan, Semiramis carries a legacy shaped by precision, generosity, anda deep respect for craft.
Alep had the privilege of developing the brand identity and interior experience, creating a contemporary expression that remains true tothe house’s distinctive Damascene character.
Design Narrative
The Damascene Flower Opens to the World
A story of origin, openness, and cultural exchange
The design narrative begins with the Damascene flower, rooted in the city that shaped Semiramis.
We imagined it opening outward and appearing alongside flowers from different parts of the world.Together, they form a growing botanical composition: distinctly Damascene at its heart, yet open,welcoming, and made to be experienced across cultures.
This narrative became the foundation of both the identity and the interior.
AuthenticallyDamascene
Rather than reproducing heritage literally, we distilled its characterinto delicate floral lines, balanced proportions, warm metallicaccents, and a calm ivory palette.
BotanicalLanguage
Engraved bands, embossed walls, inlaid flooring, and sculpteddetails allow the flowers to emerge through depth, light, andshadow—as though they have always belonged to the surface.
Identityto Interior
The logo, floral system, material palette, signage, displays, andarchitectural details were developed as one connected world.
This continuity gives Semiramis a clear and recognisable presence,from the first impression to the complete in-store experience.
3D Design
Translating the narrative into space
Through 3D design, we developed the relationship between movement, proportion, display, lighting, materials, and ornament.Each element was studied as part of the same experience, ensuring that the identity and interior felt inseparable.
The interior balances calm surfaceswith carefully crafted detail.
Floral reliefs, warm illumination, precisedisplays, and restrained metallicaccents create an atmosphere thatfeels elegant without excess—allowingthe Semiramis identity to reveal itselfgradually.
From the counter edge and floor inlays to the walls, signage, and sculptural forms, every detail carries the samebotanical narrative.
Together, these elements create a coherent contemporary environment while preserving the grace, openness, andDamascene spirit at the heart of Semiramis.
Each photograph reveals how thenarrative continues across differentscales—from the overall atmosphereto the smallest architecturaldetail—forming an experience thatfeels refined, coherent, and distinctlySemiramis.
A Damascene Legacy, Reframed
Gourmet Pastries Since 1956
Founded in Damascus in 1956 by master pastry maker Zuhair Ramadan, Semiramis carries a legacy shaped by precision, generosity, and a deep respect for craft.
Alep had the privilege of developing the brand identity and interior experience, creating a contemporary expression that remains true to the house’s distinctive Damascene character.
Design Narrative
The Damascene Flower Opens to the World
A story of origin, openness, and cultural exchange
The design narrative begins with the Damascene flower, rooted in the city that shaped Semiramis.
We imagined it opening outward and appearing alongside flowers from different parts of the world. Together, they form a growing botanical composition: distinctly Damascene at its heart, yet open, welcoming, and made to be experienced across cultures.
This narrative became the foundation of both the identity and the interior.
Authentically Damascene
Rather than reproducing heritage literally, we distilled its character into delicate floral lines, balanced proportions, warm metallic accents, and a calm ivory palette.
Botanical Language
Engraved bands, embossed walls, inlaid flooring, and sculpted details allow the flowers to emerge through depth, light, and shadow—as though they have always belonged to the surface.
Identity to Interior
The logo, floral system, material palette, signage, displays, and architectural details were developed as one connected world.
This continuity gives Semiramis a clear and recognisable presence, from the first impression to the complete in-store experience.
3D Design
Translating the narrative into space
Through 3D design, we developed the relationship between movement, proportion, display, lighting, materials, and ornament. Each element was studied as part of the same experience, ensuring that the identity and interior felt inseparable.
The interior balances calm surfaces with carefully crafted detail.
Floral reliefs, warm illumination, precise displays, and restrained metallic accents create an atmosphere that feels elegant without excess—allowing the Semiramis identity to reveal itself gradually.
From the counter edge and floor inlays to the walls, signage, and sculptural forms, every detail carries the same botanical narrative.
Together, these elements create a coherent contemporary environment while preserving the grace, openness, and Damascene spirit at the heart of Semiramis.
Each photograph reveals how the narrative continues across different scales—from the overall atmosphere to the smallest architectural detail—forming an experience that feels refined, coherent, and distinctly Semiramis.
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