One of the region’s most diverse and energetic cities, it’s the capital of a country which was a cradle of civilisation and strategically located between the Arab world and the Mediterranean, Africa and Asia.

Whilst we have done business in the United Arab Emirates in the past, at the moment it’s the buzz in Egypt’s capital that feels particularly exciting. After so much attention being drawn to Dubai, Abu Dhabi and Qatar where entire new islands and cities are being built (although some now stalled, even sinking) from scratch, Egypt might seem like a sleeping, dusty giant.

What is differentiating Cairo from some of its glitzier neighbours is the nature of its growth; rather than a gold rush, in which the shiniest, biggest and most expensive are favoured, Cairo is adopting a more organic, considered and careful approach. Dubai’s bonanza is now over, an ignominious end of bankruptcy and bail-outs.

However, Egypt is facing other challenges. Like many developing countries, in recent years Egypt has lost significant numbers of its brightest and most ambitious professionals. Leaving in search of better prospects and a higher quality of life they migrated to Paris, London, New York and Geneva. But slowly, they are returning as they recognise Cairo’s emergence as a global, contemporary city offering increasingly better career opportunities. This new middle class brings with it an international perspective, a broad frame of reference, and mixes Islamic culture and beliefs with international tastes and refined design sensibilities.

In comparison to other Middle Eastern countries, Egypt’s population is vast with Cairo’s population now hovering around 20 million. Urgently, questions of density and strategies for how to manage its ever-growing population have to be addressed. Expansion north and south along the Nile have been ruled out, and instead, two new hubs have been masterplanned by SODIC (with whom Figtree has a long-term relationship) and Solidere International, the company best known for reconstructing and restoring Beirut. Sitting to the East and West of downtown Cairo, these new centres hope to attract local people from the new middle class, offering them a lifestyle and amenities they have experienced in other world cities. The idea is by attracting local people, rather than foreign expats, the hubs will retain Cairo’s unique culture and nurture sustainable rather than transient communities. Sharing similarities with the vision behind El Korba, in the Cairo suburb of Heliopolis and the Heart of Doha, currently being built in Qatar, Cairo’s new ‘Eastown’ and ‘Westown’ developments will focus on quality of life and local community spirit.
An alternative to the smart but often cramped residential options of inner Cairo and its environmental issues, the new developments promise space, light, air, shops, green space a pedestrian-friendly infrastructure and cultural activities, Inside, homes will be high-spec with fixtures and fittings that meet the expectations of the discerning and design-savvy Cairenes.

Elsewhere in the city, new creative talent is emerging with the likes of File Club, a group of digital media artists and the establishment of Dalton Maag’s Cairo office, led by Mahmoud Hamdy. Equinox Graphics’ designer Nermine Hammam observes [quotes/observations from Nermine on what’s happening in Cairo life/culture/business here]. Then there is the Townhouse Gallery. Like all good art organisations the world over, it incorporates the prerequisite disused factory but flippancy aside, the Townhouse is notable for promoting local contemporary visual and performing artist for ten years. Through programming, partnerships, education and community initiatives it is becoming an exciting place of inspiration of equal relevance to many international independent galleries and art institutions. 

Looking ahead, renowned designer Michael Graves is currently working on the new St Regis hotel and within the three years, Cairo Expo City, a vast new exhibition and conference centre, complete with hotels, office spaces and shopping malls will be complete. Designed by Zaha Hadid Architects with Buro Happold, it will help seal Cairo’s position as regional hub and leading business destination.

Yes, there are challenges in doing business here in comparison to other territories in which we are more used to but half the fun is learning and adjusting to cultural differences and then sharing ideas, knowledge and expertise. And it may be easy to pre-judge what is only a nascent local branding and advertising industry but Cairo, rather like Istanbul, is showing itself to be a truly modern metropolis. No longer consigned to holiday brochures and frequent appearances in the top ten list of Places to see before you Die, Egypt is set to rise in the business league tables too.

www.eastowncairo.com and www.westowncairo.com
www.thetownhousegallery.com
www.bidoun.com
www.daltonmaag.com
www.nerminehammam.com/