Beit Prod: A Home Built From Memory

When we started JDEED back in 2017, we were a baby magazine with big dreams, hunting for the voices and visual storytellers who felt true to our region.

Prod Antzoulis was one of the first names on our moodboards — someone we admired long before everything aligned professionally. There was something in his eye, in the way he framed a street, a moment, a car, a person: honest, warm, and a little nostalgic.

Watching him grow from those early days in Dubai to now shooting major campaigns — Gucci included — has felt like witnessing a friend step into his destiny. But what’s even more beautiful is seeing him circle back to the place where it all began with a project that feels deeply personal: Beit Prod.

Beit Prod isn’t just a brand, it's a lived-in world built from memory, Mediterranean light, and the textures of the Arab region. As described in the press release, it’s “a living dialogue between memory, design, and modern craft.”

Objects, prints, décor, and collaborations that feel familiar without trying; pieces that feel like home because they come from one.

The word “beit” means home in Arabic, and the project lives up to that name. Every item — whether it’s a piece of vintage décor from the ’60s–2000s, a found object, a film print captured across the region, or a small-batch collaboration — carries warmth, story, and intention. According to page 1 of the press release, each piece is chosen for its character and “emotional pull,” designed to feel discovered rather than produced, lived-in rather than decorative.

What we love most is that Beit Prod feels like a continuation of Prod’s own journey; a natural extension of the nostalgia he has always photographed. He describes his work as capturing “honest and unedited moments revealing the eccentricities and particularities of places and people,” nurturing a sense of comfort and familiarity to uncover a subject’s rawness. That same sincerity runs through Beit Prod.

There are analog film prints, shot across the Arab region and Mediterranean, made in small runs and authenticated in-house. There are collaborations shaped around cities, archives, and personal memories. There’s merch, built slowly and intentionally as the brand’s identity evolves. And there are vintage objects — glassware, ceramics, tech, décor — curated with feeling rather than algorithmic trend-chasing. Everything is small batch. Everything is intimate. Everything is real.

In many ways, this project embodies the kind of creativity JDEED has always championed: region-rooted, story-led, memory-driven. It also feels like a full-circle moment — from admiring Prod’s talent when we were building our own identity, to watching him build a world that reflects exactly who he is now.

Beit Prod is not nostalgia for nostalgia’s sake. It’s an archive of a life lived between cultures, between cities, between frames. A home built from the things we choose to keep and the memories that keep choosing us.

And we couldn’t be prouder to witness this chapter.

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