This project aims to:
1. Create a whole new untangible product, to establish a full brand, not just new from the idea, but newly and exclusivly in Cairo; a Design Center.
2. Add to our culture, become a strong business, attract our target group and enhance the Egyptian design community.
3. Reflect the idea where the Arabic beauty meets modern insights. Extending identity so that it reaches visually, physically, verbally and even sensory.
4. Create the standard, start a revolutionary turning point in the design field in Cairo.
5. Engage target group from the beginning of the design process itself.