et July-August issue low

July / August 2021 egypt today the magazine of egypt volume 41 • number 7
July / August 2021
LE 30
the magazine of egypt
ADAM
ELSHARKAWY
Changing
Mindsets at
Home and
Abroad
A PERFECT SUMMER GETAWAY
SPECIAL SUMMER EDITION

CLASSIC FUSION ORLINSKI
Titanium case. Skeleton chronograph
movement. Limited to 200 pieces.

July-August 2021
vol 41 - number 6
Visit us online at
www.egypttoday.com
COVER STORY
5
SUN, SEA AND SAND
The et guide to summer
entertainment, getaways, fashion
and styles
Compiled by Rana Hamdy
Cover design by
Heba Mekky
28
FEATURES
30 Soak Up The Sun
Get in the summer spirit with these
exclusive 9 venues
By Rana Hamdy
40 A Place in the Sun
With contemporary women and
their diverse lifestyles in mind,
Egyptian label DEA’s first collection
“Chasing the Sun” creates statement
looks for today with endless options
for tomorrow.
By Rana Hamdy
44 Nuances of Nature
Double A Launches its latest SS’21
collection “Nuances of Nature.”
By Rana Hamdy
48 Five Local Brands for
Summer Home Décor
Inspiration
Looking to spruce up your home
and add a summery touch? Check
out these five local designers for
inspiration.
By Rana Hamdy
54 Scents & Sustainability
Armani releases the new fragrance
MyWay, ensuring sustainability in
production and supporting growing
local livelihoods.
Russian Tourism to Egypt to Resume
Russian aviation authorities are working on the return of
flights to Hurghada and Sharm el-Sheikh after a six-year
hiatus.
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THE GUIDE
TV
10 Adam Elsharkawy: Changing
Mindsets
The charismatic young actor opens up about
his goal to break stereotypes of Arab actors
abroad and change mindsets at home.
Film
18 Celebrating Women–in Front of
and Behind the Camera
The European Union supports Aswan
International Film Festival for Women in its
5th edition as part of its promotion of the
culture sector in Egypt.
Health
22 New Hope for Cancer
Management
Pfizer presents latest advances and
breakthroughs in cancer care during its
14th Africa and Middle East Oncology
Summit.
Health
24 Creating an Actual and Effective
Change on the Ground
Fine and Misr El Kheir Foundation join
forces to empower female breadwinners in
Beni Suef.
TRAVEL TODAY
56 Passport
Celebrating the Holy
Family's Journey
To commemorate the arrival of the
Holy Family in Egypt in June, we visit
destinations recognized as official
Roman Catholic pilgrimage sites.
By Hanan Fayed
62 Passport
Rooted in Faith
After extensive restoration works, the
Virgin Mary Tree in Cairo is open
again to visitors.
By Mustafa Marie
72 Snapshot
Big Wins
InterContinental Cairo Citystars
Wins “Best Business Hotel in Cairo
2021 Award” while Ramses Hilton
nabs the “Spirit of Hilton Award”
68 Passport
The Travel Guru
Haitham Mattar, Managing Director
at InterContinental Hotels & Resorts,
on tourism recovery, IHG’s growth
ambition for Egypt and bringing new
brands to the market.
By Rana Hamdy
TECH TODAY
74 Battle of the Titans
Godzilla vs. King Kong comes to
PUBG, TikTok steps up to fight
online abuse and Samsung partners
with Beni Suef Technological
University
ALSO...........
78 Around Town
82 Parting Shot

Founder William Harrison (1940–1995)
JULY-AUGUST 2021 - VOL 41 - NUMBER 7/8
Soak Up
The Sun!
The The mercury is rising and it’s time to get out and enjoy the sun. For
our special summer edition we bring you an exclusive guide featuring et’s
picks of exclusive destinations around Cairo, the coolest fashions of the
season, tips for home decor and more. Staff Writer Rana Hamdy invites readers
to soak up the sun with a review of nine topnotch spots from Cairo to Alexandria
to the Red Sea where they can relax and enjoy the summer vibes.
In "Nuances of Nature" and "A Place in the Sun" two homegrown fashion
brands talk about their new collectons, each designed with contemporary
women and their diverse lifestyles in mind and debuting statement looks for
today with endless options for tomorrow. Also releasing a new product serving
contemporary lifestyles is Armani, whose new fragrance MyWay is designed to
ensure sustainability in production and supporting growing local livelihoods.
Read more about their venture in “Scents & Sustainability." And to round out
our guide we spotlight five local interior design brands to help you spruce up your
home and add a summery touch to your living space.
With travel season upon us we sit down with hospitality guru Haitham Mattar,
Managing Director at IHG. Recently named ‘Tourism Promotion CEO of the
Year’ at the Global CEO Excellence Awards, Mattar, who supervises operations
in India, the Middle East and Africa (IMEA), talks about the expected return of
tourism to the country and the region, industry recovery post-Covid-19 and the
new brands we can expect from the IHG family in the near future.
Every summer Coptic Egyptians celebrating the Holy Family's journey across
Egypt, and commemorate their travels we visit destinations recognized as official
Roman Catholic pilgrimage sites. In “Rooted in Faith” we also stop at the Virgin
Mary Tree in Cairo which, after extensive restoration works, is now open again to
the public.
And for our main profile, Senior Writer Angy Essam catches up with up-andcoming
actor Adam Elsharkawy aka Big Zee. The charismatic young actor was
the heartthrob of the Ramadan 2021 drama marathon in every sense of the word.
With his smooth and natural performance in the hit TV series Lebet Newton,
Elsharkawy found his way into our hearts. In this interview he talks about his
highly successful role, his plans for the future and his goal to break stereotypes of
Arab actors abroad while changing mindsets at home.
Noha Mohammed
nmohammed@egypttoday.com
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THE GUIDE
Art • Books • Film • Food • Health • Music • Stage
• Style• Tech • Television • Travel • Culture
FILM
Celebrating Women–in
Front of and Behind
the Camera
The European Union supports Aswan
International Film Festival for
Women in its 5th edition as part of its
promotion of the culture sector in Egypt.
TV
Adam Elsharkawy: Changing
Mindsets
The charismatic young actor opens up about his goal to break stereotypes
of Arab actors abroad and change mindsets at home.
HEALTH
New Hope for
Cancer Management
Pfizer presents latest advances and
breakthroughs in cancer care during its
14th Africa and Middle East Oncology
Summit.

et Guide | TV
Adam
Elsharkawy:
Changing
Mindsets
The charismatic young
actor opens up about his
goal to break stereotypes
of Arab actors abroad and
change mindsets at home.
By Angy Essam
Adam Elsharkawy, aka Big Zee,
was the heartthrob of the Ramadan
2021 drama marathon
in every sense of the word. With
his smooth and natural performance in the
hit TV series Lebet Newton, Elsharkawy
found his way into our hearts. This month
we sit down with the up-and-coming actor
to chat about his highly successful role, his
plans for the future.
10 JULY-AUGUST 2021

Guide | TV et
How did you land the role of Big Zee?
The casting director of Lebet Newton series watched one of
my movies in the US, she knows one of my friends and that is
how I found out about the audition. During the audition my
Arabic language was very weak, so at the beginning I wasn’t cast
as Big Zee but as Luka, the American guy who steals the medicine
from Big Zee’s apartment. When I got to Egypt though,
Mona Zaki and the series director Tamer Mohsen asked me
about trying again as Big Zee. They both helped me a lot during
the audition, and I am very grateful to them for trusting me
and seeing the potential in me despite my weak Arabic .
The series tackled a pretty controversial relationship between
Hana, Moneis and Hazem. As Adam how do you assess
this complicated relationship? Who was right and who
was wrong?
Hana is the product of her environment, culturally she was
taught to be a somewhat dependent woman; Hazem understands
this and because of his insecurities he wants to keep her
around in any way possible, so he was always telling her you
can’t do this by yourself, you need me to live. Moneis was manipulative
in another way: he knew she needed her son Ibrahim
and he wanted her so he used Ibrahim as a tool to get what he
wanted. As I see it both Moneis and Hazem are wrong, but if I
had to choose between them I woud choose Moneis because
he took care of Ibrahim and he truly loved Hana. On the other
hand Hana doesn’t know how to take care of herself, as I said
she is the product of her environment so we can’t blame her;
the community and society she was born in drove her to be
that dependent.
Behind the scenes with Mona Zaki and Mohamed Farag,
which were the most memorable moments?
There were a lot of situations, both Mona and Farag are funny
and lighthearted people. I remember more situations with
Mona because most of my scenes were with her. I can’t tell you
how great her energy is, she is a superstar so she’s supposed to
be a diva, but on the contrary she is so sweet and humble, she
loves to laugh and I love to laugh so we were laughing all day.
Of course Farag is really funny in real life, he is not like Moneis
JULY-AUGUST 2021
11

et Guide | TV
at all. I think me and Farag are very similar, he
was always moving on set like me, so there was
a good chemistry between both of us.
Despite having a lot of successful roles
abroad, you were keen to work in Egyptian
drama, why?
I think everything is going international, in the upcoming
period you will find that Egyptian series will be screened worldwide.
A few years back I never thought at all that I would be
acting in Egypt, but in the US I used to reject the culture a bit
because the racism there is huge and difficult. But when I came
here to Egypt I discovered that I am so Egyptian. I feel like I fit
in here and it was really a good feeling.
As an Egyptian and Muslim actor, what are the obstacles
that you faced while working in the American movie industry,
especially in terms of racism?
They see that Arab or Egyptian actors can portray only very
limited roles like that of a terrorist. That’s so frustrating, so
much so that I’ve stopped going to auditions. I just want to
perform roles outside of this stereotype, but at the end I understand
that I have to play the game a little bit. If you look
at Rami Malek’s career, for example, you will find that at the
beginning he performed some of these stereotype roles then he
stopped, and I’d say that after he quit these roles his career took
off. I couldn’t follow his footsteps though because I am psychologically
and completely against stereotypes because they
are not right, Arabs and Egyptians are not terrorists. This is a
very bad image that I would like to erase from the US cinema
industry.
How do you plan to do that?
I can’t do anything yet because my name is not big enough,
but I think it is changing naturally. Audiences are tired and fed
up of seeing Arabs portrayed on screen one way only. It’s changing
a bit, it is not completely gone, but this all what we can ask
for now.I see things are moving in the right direction.
Do you think that movies and series like Lebet Newton
that tackle important social issues can contribute toward
changing mindsets? What would you say Lebet Newton has
changed in the society?
Absolutely yes, cinema and drama have a vital entertainment
role but on the other hand they can change mindsets and even
laws. From my perspective Lebet Newton has changed a lot, I
hope that every woman would see Hana and see her transition,
and say with confidence, yes I can be like her, I don’t need to
rely on others to succeed, I am powerful by myself, I can do
12 JULY-AUGUST 2021

Guide | TV et
anything by myself, I can travel alone to the US or anywhere
else. Hana’s story was a very inspiring one, the story of a woman
who was helpless, till she became strong and owned her life. At
the end there was no Hazem, no Moneis and she managed to
do it alone, so I think the series sends an extremely powerful
message to every woman.
In elementary school you got a certificate of excellence
signed by US President George W. Bush, and continued
to excel until you graduated in 2012 from Savanna High
School in the Anaheim, California. Do you feel your academic
excellence has helped you in your acting career?
I think so, because my parents are like this so I think I got
it from them naturally. I learn and understand things quickly,
but I think to be a good actor you have to act, you have to have
other skills. I am good at math: that might not make me a good
actor but of course it has its place, and it is very important for
an actor to be cultured and well educated because how can you
understand what you are doing if you don’t understand the
culture? You don’t need to know science or math in order to
act but if you can’t relate to the character you are performing
on another level, you will not be able to play certain roles, so it
is very important to be cultured to understand the world and
to understand people.
What is your dream role?
It is not a specific role, actually I like comedies a lot, I do a
lot of dramatic work, I am always the bad boy who is riding the
motorcycle (he laughs). I love action films too, I want to perform
an action role, I love stunts and anything athletic.
Who inspires you?
Omar Sharif for sure because he is the only one beside Bruce
Lee who was doing the things really internationally. Bruce Lee
was shooting in China and the US, Omar Sharif was shooting
in Egypt and the US: if you look at the stories of these two
JULY-AUGUST 2021
13

et Guide | TV
stars, they both had very inspiring journeys. It is hard to look
at someone like Omar Sharif and not be inspired, especially as
a young Egyptian, he is the only Egyptian who is well known
out there, everyone knows Omar Sharif and this is a beautiful
thing. He is one of a kind, the talent and ability of this man
is just amazing. And he was so charming
on interviews, I took away a lot of things
from this.
Going back to your work between
Egypt and the US, would you say you
decided to follow in Omar Sharif’s
footsteps and succeed in the Egyptian
industry first?
I would like to focus in parallel in the
Egyptian and American industries at the
same time, they are two different industries,
it is true that acting is acting, but acting
in Egypt is different that acting in US.
“You don’t need
to know science or
math in order to act
but you do have to be
able to relate to the
character you are
portraying.”
What is the difference?
It is just the way people express emotions here. In Egypt the
way people express their emotions is a little bit bigger, in the
US people are a little bit closed off, it is just about how do you
express and feel. I love the way Egyptians express, when I came
to Egypt I noticed that I express like them because I am Egyptian,
this is my nature. In the US I am a little bit weird, but here
I fit in.
In terms of techniques in the Egyptian industry versus the
American industry, what do we lack here?
Acting is acting, here in Egypt they
study the Sanford Meisner technique
and look at Stella Adler. In the US I also
studied three Meisner courses and studied
the Adler technique as well, the same
acting techniques that probe Who are
you? Who’s in front of you? Where are
you? What happened before the scene?
You have to live the life of the character
and be the same person. To me if the
person in front of me is not natural, if I
don’t believe every word that comes out
of his mouth, then he’s not doing his job
as an actor.
What are your upcoming projects?
There are some projects that I am for in US currently, all what
I can say for now it is a movie and a show. In the movie I will
play a role that’s similar to Big Zee but in the show I will play a
completely new role that is really challenging for me and I am
very excited to do it. We will probably start shooting in July.
14 JULY-AUGUST 2021

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Sharks’ Band, the latest fine dinning
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Sharks’ Band the newest addition by
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et Guide | Film
Celebrating Women–in Front
of and Behind the Camera
The European Union supports Aswan International Film Festival for
Women in its 5th edition as part of its promotion of the culture sector in Egypt.
The European Union in Egypt is supporting the
Aswan International Women
Film Festival (AIWFF) this year.
The first ever Egyptian film festival
dedicated to women’s issues, AIWFF
highlights women-related issues and their
right to achieve their fullest potentials. It is
an important occasion through which cinematographers
representing different countries
renew their dialogue about the critical
role of women in society.
“This year, the Aswan International Women
Film Festival enjoys a wide participation
from European Union Member States and
Mediterranean Countries. This demonstrates
a strong interest in a very special festival dedicated
to women,” says Ambassador Christian
Berger, Head of the Delegation of the European
Union in Egypt. “In the framework of
the EU-Egypt Partnership Priorities, the EU
works with Egypt in support of programmes
and initiatives that promote women and youth’
empowerment, and cultural exchanges. Our contribution to
the festival has become a centerpiece of the EU Gender Action
Plan and the New Agenda for the Mediterranean. I am
very pleased that with the EU’s support, we put a spotlight
By Angy Essam
on films and the cinematic industry addressing women’s
rights. Young women and men, especially from Aswan, have
been trained to use cinematic art as a means to promote
shared commitments. Through our strategic partnerships,
the EU will continue to support young women and
men in achieving their aspirations,” he added.
Cinema has a considerable influence in shaping
people’s beliefs, values and perception of reality. It
can influence stereotypes that may hinder women
to achieve their aspirations as equally as men. The
European Union supports projects who promote
gender equality and women and girls’ empowerment
including in cinematic and cultural domains.
Last year the European Union in Egypt supported
two workshops for scriptwriting and
filmmaking. This year, 210 young women and
men from Aswan selected to participate in
18 JULY-AUGUST 2021

Guide | Film et
six workshops that address different cinematic domains,
through the EU support in cooperation with EU National
institutes for Culture (EUNIC) namely two workshops in
scriptwriting and filmmaking. Ten films were produced in
the workshops and films were produced throughout the
workshops and will further compete during the festival. The
winning film will be announced during a special closure
for the workshops on 28 June. In March 2021, a total of 71
young people participated in the EU supported two workshops
on filmmaking and script writing (39 women and 32
men).
In this 5th edition, the European Union in Egypt is sponsoring
the ‘Euro-Mediterranean Film Competition’ in collaboration
with EUNIC Egypt. The competition will encompass
eight feature films: two Egyptian and six European
films representing Austria and Germany (joint production),
Belgium, France, Spain, Sweden and the United Kingdom.
The EU is awarding a special prize of EUR3,000 to the best
film addressing women’s rights and empowerment that will
be delivered to the winner during the closing ceremony on
29 June 2021.
JULY-AUGUST 2021
19

The Future of Higher
Education With UH-GAF
With the Egyptian government’s dedicated efforts to
enhance the education sector, and in line with the
state’s 2030 vision focusing on improving the quality
of education, The University of Hertfordshire –
GAF plays a significant role in the implementation of this vision.
Professor Vincent Emery, President of UH-GAF shares valuable
insights on how the university will be a valuable addition to the education
system and speaks about the university’s strategy in creating a
model that brings the knowledge and experience of the international
education system.
•Since it is our first time meeting you personally, could you tell
us a little bit about yourself, and about the scientific research
papers that you are most proud of?
It is a pleasure to meet you! My field of expertise is a little bit
complicated, but I will try to simplify it. I am a virologist, which is
the science of viruses. I have published over 225 research articles,
reviews, and books, on solid organs, stem cell transplant and virology
in Africa. Today, I live in Egypt, and act as the President of the
University of Hertfordshire (UH-GAF) hosted by Global Academic
Foundation, located in the New Administrative Capital. I’m extremely
proud of my position, as I am committed to providing such
a promising country as Egypt with access to the best educational
facilities and services.
•As an established virology professional with an impressive professional
bio - in your opinion - when will we go back to “normal”?
Do you believe this pandemic will end soon?
It is difficult to estimate a specific time that the pandemic might
end. For instance, although the SARS Coronavirus-2 may never be
eradicated entirely, it doesn’t mean that we will never be able to
contain and curb infections in the future. A key aspect of working
towards controlling the virus’s spread is vaccination, as it builds herd
immunity in populations and so reducing the ability of the virus to
spread in communities. Moreover, the precautionary measures that
most countries are currently implementing – with the support of
international organizations, such as the World Health Organization –
will play a large part in helping us return to “normal.”
•What is your opinion on education in Egypt? How has that
formed your vision for UH-GAF as an educational institution?
Egypt’s educational system is large, complex, and has its fair
share of challenges. The government is relentlessly working to improve
its structure. One of the main challenges that the country is
facing is convincing parents, students, and teachers that education is
not just about taking exams in order to obtain a certificate! Rather,
education should revolve around the development of a curriculum
that balances teaching, self-reflective learning and life-long learning
skills, whilst providing knowledge, confidence, and employability
skills relevant to students graduating into this dynamic fast-paced
world. At UH-GAF we work towards striking this balance.
•The Egyptian Government is working hard on enhancing the
education sector, what does UH-GAF specifically offer to the
Egyptian community? For instance, where do you stand among
the competition, especially now that the market offers multidisciplinary
programs and academic curricula to prospective
students?
Institutions in the Egyptian education system seem to be open to
adapting their educational curricula to meet the needs of the modern
economy. However, at UH-GAF we offer a wide-range of learning
skills, scientific research and academic knowledge for our students.
Moreover, we are committed to building an inclusive student body
with people from all educational backgrounds.

We focus on teaching our students the competencies required for
a successful career in a variety of fields, including
Physiotherapy, Pharmacy, Business Administration,
Mass Communication, Engineering,
Computer Science and the Creative Arts.
Our MPharm program, for instance, is the
first UK pharmacy program offered in Egypt in
which students get to graduate with a Master’s
degree from the UK, which will allow them to
work in Egypt. Similarly, our physiotherapy
program is the first UK recognized physiotherapy
program within the region.
We also offer subjects directed towards preparing
our students to adapt to the technological
development of the modern world, such as
Artificial Intelligence. Students get to study the
analysis, design and construction of knowledgebased
and expert systems, artificial intelligence
and machine learning and robotics, and systems
based around the use of neural networks. UH-
GAF’s offering of such subjects align closely
with Egypt’s 2030 Vision, which aims to promote
technological innovation.
•What are the values that you believe UH-GAF can add to the
Egyptian youth?
At UH-GAF, we combine skills and knowledge that thoroughly
prepare and empower our students for careers that will benefit society,
foster their innate creativity and knowledge, and contribute to
the sustainable development of their surroundings.
These are the core values of UH-GAF, and this is what we are
implementing in Egypt.
UH builds its curricula in partnership with industry employers,
and it prioritizes placements, internship opportunities and career
development services as a core service to its students. As a result,
the graduates’ employability rates of the University of Hertfordshire
UK is 96.5%, and we have seen many take opportunities at the several
multinational companies such as Microsoft, BMW, GSK and
AstraZeneca, among others.
•Would you mind describing your journey from University College
London, one of the UK’s most prestigious universities, to
leading an ambitious educational institution such as UH-GAF in
Egypt – What challenges did you encounter? What milestones
did you celebrate? What do you consider your most outstanding
contribution to UH-GAF?
My time at University College London (UCL) was transformative,
and within my multiple roles I was given the opportunity to
grow as a professor and educator. I was a Professor of Virology, then
a Pro-Provost responsible for developing strategic opportunities in
Africa and the Middle East, and also occupied the position of Vice
Head of the Graduate School.
These positions allowed me to foster my ability to identify strategic
opportunities, and that is why I joined UH-GAF Egypt. I believe
that in my current position, I am able to draw upon all my previous
experiences to create a unique model for UH-GAF’s development.
I am extremely optimistic about the next few years working within
the UK’s leading business-facing university, and harnessing the potential
of such a promising country as Egypt.
As for my contribution to UH-GAF, nothing would be more
fulfilling and gratifying than the knowledge that we are providing
Egyptian youth with the opportunity to participate in the delivery in
Egypt if a comprehensive range of multidisciplinary programs and
specializations.
•How would you describe your relationship with the students?
What are your favorite hobbies?
As president, it is my responsibility to promote growth within
the university. As a result, I always listen closely to the students’
feedback and needs.
I believe the educational process starts at the very top, which is
why I feel a personal responsibility to convey the core values of UH-
GAF to students. In order to maintain link between the President
and both staff and students at UH-GAF I publish a monthly President’s
Newsletter which have covered a range of topics from student
feedback, the built environment through to the importance of local,
regional and global partnerships,
As for my hobbies, I really enjoy listening, composing and performing
music and also dabble in painting. In the UK I am also a
bellringer. All of these help me to broaden my horizons and provide
a healthy work-life balance. I have always felt it is a very nurturing
hobby that allows widens my horizons and expands my knowledge
on a variety of different topics.
•Egypt is characterized by its young, energetic population. How
do you motivate them to raise the bar and explore new opportunities?
Egypt’s youth represent a huge percentage of the country’s
population. The opportunities that these young Egyptians have are
boundless, especially now that they are constantly exposed to examples
of Egyptians to aspire to, such as Mohamed Salah; who has
proved that Egyptian ambition can be limitless. Our role at UH-GAF
is to provide this generation with the opportunities to experience a
UK education without the need to go abroad.
•Finally, what is your advice to the Egyptian students?
Aim high and work hard to achieve your goals - even if they seem
unrealistic. In today’s world there are no limits to what a person can
accomplish. Focus on your own development, nurture your knowledge
and skills and always have fun in whatever you do. These values
are the cornerstone of our beliefs at UH-GAF Egypt.

et Guide | Health
New Hope for
Cancer Management
Pfizer presents latest advances and breakthroughs in cancer care during
its 14th Africa and Middle East Oncology Summit.
On the back of the successful completion of its
14th Africa and Middle East (AfME) Oncology
Summit, Pfizer announced the latest advances
and breakthroughs in cancer care to improve
patient lives. The annual three-day education and interactive
forum brought together around 100 professionals, including
medical oncologists, regional speakers, and international
speakers from USA, Spain, Italy, and France. The
meeting focused on treatment advances offered in breast
cancer, genitourinary cancer, and non-small-cell lung cancer
management.
The prevalence of breast cancer, genitourinary cancer
and lung cancer tumors has reached up to 40% of all cancers
in specific geographies across Africa and the Middle
East. “Oncology remains a key therapeutic field for Pfizer
in which we are working to deliver medical breakthroughs
that have the potential to change patients’ lives across the
region significantly,” said Dr. Hatem El-Kadi, Regional
Oncology Medical Lead, Pfizer AfME. “This year, the Pfizer
AfME Oncology Summit explored new ways to bring a
greater degree of personalization of treatment and optimal
patient management hence, offering new horizons and
hope for patients suffering from cancers.”
Prof. Marwan Ghosn, Chairman of Hematology-Oncology
Department, Faculty of Medicine, Saint Joseph University,
Beirut, Lebanon, spoke about recent breakthroughs
in cancer research. “The treatment landscape of advanced
kidney cancer has dramatically evolved in the past three to
four years. Immunotherapy combinations have become the
new standard of care in the first-line setting. It is helping
control and destroy cancer cells, alone or in combination
with other targeted therapies. Such advances are enabling
us to tailor patient treatment based on tumor characteristics
and thereby improve patient outcomes,” he explained.
Prof. Yasser Salah Eldin Sayed Abd El Kader, Director
of Oncology Center, Faculty of Medicine, Cairo University,
Egypt, added, “Sharing real-world data, breakthroughs,
and concrete methods to fight cancer is crucial. We must
continue working together as members of the healthcare
ecosystem to ensure that we use the best management approaches
to support the millions of patients affected across
the region. In lung cancer research, recent revolutions in
diagnostic testing of Non-small cell lung cancer (NSCLC),
and clinical trials of second generation targeted therapies
22 JULY-AUGUST 2021

Guide | Health et
that penetrate the central nervous system of patients with
ALK+ gene abnormality in the metastatic NSCLC, are helping
to improve survival outcomes for patients. Having a
platform such as the annual Pfizer AfME Oncology Summit
to share these results and collaborate with other stakeholders
in the field can help us reach more patients across
the region.”
Also speaking at the conference was
Prof. Hamdy Abdel Azim, Chairman
of Kasr Al-Ainy School Of Oncology
(KASO), Department of Oncology,
Faculty of Medicine, Cairo University,
Egypt. “These forums are critical
as they allow us to share our best
insights and findings that can support
patients in winning the battle
against cancer. Breast cancer itself is
one of the deadliest diseases with
a high prevalence in the area. On
a positive note, a new evidence
based update real-world data emphasize
the role of CDK4/6 class
of therapy in the management of
hormonal positive and HER2-ve meta- static breast
cancer patient.” From experience, we know that early diagnosis
means higher cure rates, lower treatment expenses,
and a much better quality of life for patients and their
families.”
For over 60 years, Pfizer AfME has been operating at
speed to bring new medicines, treatments and breakthroughs
to the countries to make patients’ lives better.
About Pfizer: Breakthroughs
That Change Patients’ Lives
Pfizer applies science and its global resources to
bring therapies to people that extend and significantly
improve their lives. The company strives to set the
standard for quality, safety, and value in the discovery,
development, and manufacture of healthcare products,
including innovative medicines and vaccines. Every day,
Pfizer colleagues work across developed and emerging
markets to advance wellness, prevention, treatments,
and cures that challenge the most feared diseases of
our time. Consistent with their responsibility as one
of the world’s premier innovative biopharmaceutical
companies, Pfizer collaborates with healthcare providers,
governments, and local communities to support and
expand access to reliable, affordable healthcare around
the world. For more than 150 years, Pfizer has worked
to make a difference for all who rely on them. The company
routinely posts information that may be important
to investors on their website at www.Pfizer.com.
JULY-AUGUST 2021
23

et Guide | Health
Creating an Actual
and Effective Change
on the Ground
Fine and Misr El Kheir Foundation join forces to empower female breadwinners
in Beni Suef.
Fine Hygienic Holding (FHH), one of the world’s
leading wellness groups and manufacturer of hygienic
paper products, recently signed a cooperative
agreement with Egypt’s renowned NGO, Misr
El Kheir Foundation, to fund and support the foundation’s
income-generating and hygiene awareness programs in the
Beni Suef governorate.
The signing conference was witnessed by the Assistant of
Minister of Social Solidarity, Dr. Ayman Abdel Mawgoud
who expressed his delight to participate in this prominent
event celebrating the alliance between Misr El Kheir, as one
of the leading developments and civil society foundations
in Egypt, and FHH, the esteemed company in its industry.
“I would like to extend my deepest appreciation for this
protocol, marking a fruitful cooperation between the civil
society and the private sector to ensure decent life for deprived
families,” said Dr. Abdel Mawgoud, adding that, “Despite
its undeniable endeavors, the state can’t solely fulfill
all inclusive development requirements. Therefore, the state
strives to join forces with the civil society and the private sector,
forming the golden triangle of development. Through
dedicating all their resources and capabilities, they become
able to create an actual and effective change on ground.”
Commenting on the partnership, General Manager and
Chief Commercial Officer at Fine Egypt, Ahmed El-Fakharany,
added, “Fine Hygienic Holding has long been committed
to giving back to underprivileged communities across all the
countries in which it operates. Today, our CSR initiatives in
the local market are specifically designed to improve the welfare
and development of the Egyptian people, in line with
Egypt’s Vision 2030, which outlines a sustainable development
strategy for the country.”
El-Fakharany added, “Empowering women in the Middle
East has become a top priority for FHH in 2021. Our company
has joined forces with Misr El Kheir Foundation to help
secure sustainable income opportunities for female breadwinners
in the most disadvantaged vicinities of the Beni
Suef governorate. Applauding their incredible perseverance
and resilience, Fine Hygienic Holding takes great pride in
supporting Egyptian women, and highly treasures the significant
role they play in the nation’s growth and prosperity.”
Chief Executive Director - Fundraising Sector - Misr El
Kheir Foundation, Amal Mobadda, commented: “Misr El
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Guide | Health et
Kheir Foundation’s partnership with Fine Hygienic Holding
is a driving force for creating added value in underprivileged
communities. Over the next 12 months, we will work together
to economically empower Beni Suef’s underprivileged female
citizens and help them thrive through health-related
awareness efforts. Together with Fine, we look forward to elevating
the livelihoods of Egyptians across all governorates.”
The CSR initiative will focus on two main pillars; the first
one aims to empower female heads of households by providing
them with fixed incomes, through the creation of
several small enterprises. Over the next six months, FHH
will provide technical and administrative assistance to help
women in the Beni Suef community develop and sustain an
array of service-related, commercial, and handicraft projects.
The second pillar involves elevating the hygienic practices
and general well-being of more than 1,000 women and students,
by enhancing awareness on three vital topics: sanitation
and disease prevention, precautionary measures against
COVID-19, and dealing with children’s psychological stress
caused by school closures.
Over the past several decades, Fine Hygienic Holding has
spared no effort when it comes to subsidizing Upper Egypt’s
governorates via sound CSR initiatives. In particular, the
company has provided support to help eradicate poverty
and illiteracy, while improving the standards of living across
numerous impoverished neighborhoods.
About Fine Hygienic Holding
Fine Hygienic Holding (FHH), one of the world’s leading
wellness groups and the MENA region’s leading
manufacturer of hygienic products, serves consumers
in more than 80 countries around the world. With
its commitment to becoming “the shining star of the
Arab FMCG business world,” FHH focuses on wellness,
sustainability, state-of-the-art production processes,
pioneering CSR programs, and award-winning products.
The company offers a diverse array of products including
facial tissues, napkins, kitchen towels, toilet paper, baby
diapers, adult briefs, jumbo rolls, as well as away-fromhome
products to accommodate all types of private
and public institutions in addition to personal protective
equipment (PPE), long-lasting germ protection solutions,
and nutrition supplements.
No.1 TV Brand in Japan [Sharp] launches Optimum Luxury TV Screens in Egypt
For 16 years in a row, Sharp has been the No.1 TV brand
in Japan*; maintaining its global position as the top TV
manufacturer around the world. This Japanese brand
takes specifications seriously; whether in quality or technology;
while still owning luxurious, modern, and aesthetic designs.
Always keen on granting full comfort and pleasure to its
customers, Sharp just launched its DL6EX Series of frameless
Android TVs, which boast exclusive features; that are available
for the first time in Egypt!
Ezz Eldin Ahmed - Marketing Management Director
of Elaraby Group - reveals those features to
be: The Far-Field Voice Control which enables direct
orders to the TV set through Google Assistant
without the need to use the remote control. This series
of Sharp Android TVs uses the latest Android
version; Android 10, which is perfectly compatible
with Google; enabling the installation of +10,000
applications; including games and other entertainment
apps.
This is made possible through a 32-Giga internal
memory; making it the smart TV set with the highest
internal memory available now in Egypt. Ezz
also states that Google’s own Chromecast built-in
feature in this TV series enables the sharing of all apps, videos,
and games between the mobile phone, tablet, or any other device
and the TV screen; easily and smoothly.
The resolution of the screens is 3,840 X 2,160; which is more
than 8 million pixels, while being optimized with the 4K Ultra
HD technology. This means that the quality of the screens is
4 times higher than the full HD. It’s an amazing feature that
even the series is referred to as “Sharp 4K Android TVs”
through its 3 models of 50, 55, and 65 inches [4T-C50DL6EX,
4T-C55DL6EX and 4T-C65DL6EX]. The Dolby Vision feature,
also in this series; is the latest technology used in movie
production around the world. It features 68 billion colors, with
even extra control over contrast, and lighting - to apply any
edits if needed.
The Dolby Atmos feature in the Sharp 4K Android TVs,
on the other hand, creates an atmosphere that is
fully-loaded with sound; just like being in a movie
theater, without the need to install any other gadgets
other than the TV set. This technology exceeds
all previous TV sound systems by sending out 128
whole sound waves simultaneously, and in all directions.
Through the years, Sharp has built its reputation
in Egypt as a home appliance brand of top performance;
granting an exclusive 3-year warranty
through Elaraby Group. These long-term special
corporate relations between Sharp, in Japan, and
Elaraby Group, here in Egypt, has indeed resulted
in several consecutive successes and a real leap in
the local market of home appliances in Egypt.
Previously through air conditioners, refrigerators, home
freezers, and now TV screens, this new deal will definitely set
Egypt at a remarkable position in the markets of manufacturing,
distributing, and marketing for Japanese Sharp TV screens.
In this quest, Sharp and Elaraby Group promise to continue
developing new integrated investments for even more market
expansions in the near future.
JULY-AUGUST 2021
25

Jones the Grocer: A Unique Brand
Addition to Raya Restaurants
From Sydney to Cairo, Jones the Grocer lands in the
Egyptian market making another unique addition to the
portfolio of Raya Restaurants. Quality-driven and keen
to introduce distinctive brands, Raya Restaurants brings
the fresh concept of Jones the Grocer to the east and west of
Cairo with 2 flagship stores at Galleria 40 mall in Sheikh Zayed,
and O1 mall in New Cairo. We had a talk with Karim Khalife,
Chief Executive Officer of Raya Restaurants where he speaks to
us more about Jones the Grocer and the unique experience it offers.
Additionally, Karim speaks about other brands soon to join
Raya Restaurants’ portfolio to carry on with providing happy and
unique experiences to its customers.
•Raya Restaurants’ portfolio comprises 4 distinctive dining
venues, what are the brand standards upon which Raya Restaurants
operates?
When it comes to dining venues and brand standards, we focus
on operating brands that will make more happy customers by offering
them premium quality and gourmet products. We look for
brands that are sustainable and can evolve over the years. Our
brands portfolio includes Ovio, The Lebanese Bakery, Jones the
Grocer and Loris.
•How does Raya Restaurants contribute to the upscale dining
scene in Egypt and what are your goals and objectives?
Our main goal is to be an added value for our customers by
providing them with different products and delightful experiences.
We contribute by adding new international and growing
brands to the Egyptian market, brands that have an edge and a
point of differentiation. We are keen to evolve and be different.
As we go, we will keep on having additional brands, and make
sure we expand them in Cairo and then further.
•Jones the Grocer is the latest addition to Raya Restaurants’
portfolio. Could you speak to us more about the brand and
how it sets itself apart from other gourmet brands?
Jones the Grocer is a unique mix between dine & shop experience,
this is a different and new concept that has not existed
previously in the market. Yes, we have some gourmet groceries
and nice dining venues, however, having both under one ceiling
is new. Jones praised itself on offering gourmet food for everyday
living. From the design that evolves, to menu offering, artisan
products, as well as great coffee, which is a main part of Jones
heritage, and a culinary theatre in the heart of every store; Jones
the Grocer is a true food emporium. Last but not least, where else
would you find a walk-in cheese room with more than 40 different
types of imported cheeses?
•Having previously opened in several countries, how do you
expect Jones the Grocer to perform in the Egyptian Market?
We believe Jones the Grocer will be a great addition to the Egyptian
market, with lots of our customers already familiar with it
from the UAE, and so far, we have seen an acceptance and a great
response toward the shop & dine-in experience especially when

talking about gourmet & artisan products.
This will be developed further.
•After Jones the Grocer, we would
like to know what’s next. What are
your upcoming plans in terms of
expansion and new brands that will
join your portfolio?
Next, and in few days only, we
will witness another addition to our
brands portfolio, with the soft opening
of LORIS, coming straight from
Lebanon. Indeed, it is happening at
the new launched PLAZA of Galleria40
in Sheikh Zayed. Loris is a
Lebanese restaurant with a twist of
Armenian specialties from Aleppo.
A great place to enjoy with family
and friends. In August 2021, we
will open the 2nd store of The Lebanese
Bakery in Galleria40 (Sheikh
Zayed), following the success of
its first branch in Maadi. Other
expansions in the coming months
are mainly related to geographical
expansion of the launched brands
in Cairo.

Sun, Sea
and Sand
The et guide to summer getaways, fashion and styles

et Feature
Soak Up
The Sun
Get in the summer spirit with these exclusive 9 venues.
Summer is here, bringing with it all the fun and sunshine we’ve been
waiting for. Just like us, we bet you too want to have your share
of fun under the sun and of course a lot of beach and pool time.
Our list rounds up nine amazing destinations where you can enjoy
exhilarating pool time in addition to an unforgettable culinary experience.
Compiled by Rana Hamdy
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Feature et
Four Seasons Hotel Cairo at Nile Plaza
As the sun gets brighter and the nights get longer, summer in
Cairo is the ultimate opportunity to wake up every day to marvel
at views of the legendary Nile and Cairo’s magical skyline. Bask
in Cairo’s glorious sunshine with views of the 12th-century Citadel
or the legendary Nile through floor-to-ceiling windows or a
private terrace, as you enjoy special rates starting at LE 2,990++
for two, including breakfast. Beyond offering comfort and convenient
amenities in each guest room, the hotel features eight
dynamic, stellar dining experiences offering diverse, authentic
cuisines, including Egyptian, Italian, Mediterranean, Chinese,
international, served alongside panoramic views of the Nile. A
hot summer day in Cairo is just the perfect time to set the mood
for wellbeing at Four Seasons Spa—an oasis of peace with treatments
designed to prep and prime guests to soak up that warm
summer sun while reviving some of the Pharaohs’ beauty secrets.
JULY-AUGUST 2021
31

et Feature
Four Seasons Resort Sharm El Sheikh
The perfect summer holiday starts at Four Seasons Resort Sharm El Sheikh.
The ideal getaway ticks all of the guests’ wish list: whether looking for a romantic
break or a family gathering, the Resort’s professional team will make sure to set
the scene for a memorable summer break. The shimmering Waha pool is the perfect
getaway to start the day before heading to the golden sands of the Red Sea.
With more than 70 must-experience dive sites, a team of expert divers from the
onsite dive center, Sinai Blues, train beginners and swimmers of all ages and levels
to dive. You will also explore the secrets of the Red Sea on a guided dive, exploring
shipwrecks and underwater caves amongst flourishing coral and marine life.
After a day of underwater adventure, guests can steal an hour or two in the
spa to take a cue from the Pharaonic world of beauty rituals and try the Egyptian
Masterpiece massage session. The talented kids club team will keep the little
guests entertained during their summer vacation with different themes every
day, from recycle art, pizza making and movie nights to aqua aerobics and board
games. Couples are invited to rewrite their love story and create memorable moments
in a secret spot on the beach with the perfect view of the Red Sea and a
special menu featuring authentic dishes served under the shimmering stars to
the sound of lapping waves.
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Hilton Alexandria Corniche
Hilton Alexandria Corniche has
crafted attractive offers for the
summer season to suit all tastes.
Take a refreshing dip in the outdoor
infinity pool, located at the
terrace and providing panoramic
views over the Corniche or you
can unwind in the sunshine on
the private Waves Beach. Lounge,
beach or pool day use price is for
only LE 500 per person during
weekdays and LE 600 per person
during weekends.
You can also indulge in the delectable
à la carte menu that offers
a range of delightful dishes
and choose from a variety of menu
and mouth-watering dishes. Finish
your meal with a delicious dessert
and a refreshing drink. Gather
your family for an unforgettable
“Weekend Summer Getaway” at a
price of EGP 2,900 per night in a
double room including breakfast
and dinner buffet at La Gourmandise
Restaurant overlooking
the beautiful, breathtaking sea
view.
JULY-AUGUST 2021
33

et Feature
Hilton Cairo Heliopolis
Hilton Cairo Heliopolis has launched several promotions and attractive offers
during summer, which include a Fri-day use package with ‘All You Can Eat Barbecue’
by the pool at EGP 1,200 per single room, and EGP 1,500 per double room.
A Staycation Weekend Family Package is also available with a two-night stay over
the weekend inclusive of breakfast and ‘All You Can Eat Barbecue’ on Fridays at
EGP 2,800 per single room and EGP 3,100 per double room. You can opt for the
delectable ‘All You Can Eat Barbecue’ by the pool. Featuring mouthwatering beef
tenderloin, mini burgers, sausages, kofta, shish taouk and more for EGP 550 allinclusive
per person.
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Le Méridien Cairo Airport
Le Méridien Cairo Airport is helping sun-seekers savour the simple joys of the
season this summer with its own take on Le Méridien Hotels & Resorts’ global
brand programme, Au Soleil by Le Méridien. Le Méridien is welcoming travelers
and locals alike to take back the season and chase endless summers with outdoor
activations, food & beverage programming and limited-edition packages at Le
Méridien hotels around the world. Personifying the laid-back elegance of European
summers and the allure of the Côte d’Azur, this season’s global series of
events revolve around ‘Golden Hour’, a sacred moment in time to slow down and
indulge in simple pleasures through all the senses.
Le Meridien Cairo Airport Hotel will feature a How to Summer Guide, dedicated
Petit Plates menu offering Mediterranean inspired mini baguettes perfectly
paired rosé spritzers and aperitifs, part of the brand’s signature Sparkling Programme.
In addition, Le Méridien is bringing modern twist to classic games traditionally
enjoyed outdoors during warm weather days such as the iconic backgammon,
as well as, poolside chess and other timeless summer pastimes both
to-go and as an oversized option, inviting guests to linger a little longer, with
an exclusive warm weather soundtrack, curated by French Bossa Nova collective
Nouvelle Vague. Rates start at LE 1,850 including BBQ lunch by pool.
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et Feature
Royal Maxim Palace Kempinski
This summer, the Palace invites you to explore its summer offers for an exciting getaway. Whether
you are celebrating a special romantic occasion, looking for a summer escape or planning your upcoming
family staycation, Royal Maxim Palace Kempinski has the right package for all guests. Want
to draw a special smile on your little one’s face with fun-filled activities? The Royal Maxim Palace
Kempinski team has rolled out a new full-fledged kids program with promises of entertainment
and safety for little guests who can now enjoy cooking classes with the chefs, camps and activities by
WellSpring, fun and games at ‘The Little Kingdom’ kids club, a dedicated kids’ spa menu and yoga/
meditation classes by Resense, kick-boxing and fitness by ‘IDEA Egypt’ and much more.
Beat the heat with a relaxing day use at the hotel’s grand pool this summer! Starting from just LE
2,000, you can now book your ‘Weekdaze’ package for two adults and two kids (up to 12 years old),
including day use access to a Pool Cabana room, gym, outdoor pool and a delicious XXL pizza to
binge on or a 20 percent discount off dining at any of the hotel’s restaurant.
Experience Fridays at Lucca to enjoy the first ‘Dolce Vita’ Brunch crafted by Chef Giovanni for LE
550++ per person including all you can eat Italian delicacies and soft beverages. Kids from 0-6 years
are on the house and from 6-12 years get a 50 percent discount. Additionally, Yana is now offering
the glorious ‘All you can eat’ sushi experience, where all the sushi monsters out there can gather
around to explore the freshest handcrafted sushi rolls. Price per person is LE 400++ and LE 700++
for two persons.
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Sheraton Sharm
A wonderful Family Summer Retreat awaits at Sheraton Sharm Hotel, Resort,
Villas & Spa. Enjoy the majestic view of the azure blue water and gigantic mountains
from the terrace of the main hotel Seafront spacious guest rooms, stroll
along the 800-meter sandy beach and enjoy the warmth of the sun, explore measureless
varieties of recreational facilities; spectacular swimming pools including
a diving pool and children’s pool, a fully equipped fitness center and Thalasso
Center with 16 treatment rooms, a volleyball court, kids club, animation team
and daily live entertainment, water sports activities and diving center.
Sheraton Sharm Hotel presents a new dynamic dining experience where you
can “Dine Around” at the A La Carte Restaurants throughout your stay and enjoy
signature restaurants including Dar El Qamar Lebanese & Oriental Restaurant,
Pool Restaurant, and Hugo’s Restaurant overlooking the breathtaking scenery
for Dinner.
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et Feature
Sheraton Cairo
Enjoy the perfect summer stay on the west bank of the Nile at Sheraton Cairo.
The Nile Getaway Package includes early check-in and late check-out, breakfast
at Rawi Nile view restaurant, high tea from 5 to 6pm, in addition to free parking,
pool use, and gym and wellness facilities access. You can also upgrade to a premium
room for free based on availability. Rates are LE 1,700 per night in a double
room and LE 1,500 per night in a single room.
Enjoy the summer weather and the pool when you book a day-use with a stay
in a modern guest room until 7pm for LE 1,000 per double room. This offer
also includes 20 percent off food and beverages when you enroll in the Marriott
Bonvoy loyalty program. Book a day-use in a cabana and enjoy your pool use and
the cabana until 7 pm for LE 1,200 per double room. You will also get 20 percent
off food and beverage when you enroll in the Marriott Bonvoy loyalty program.
And that’s not all: you can also enjoy a complimentary pool use when you choose
the food and beverage package with a sumptuous pool menu, live BBQ station,
Live Shawerma Station, Waffle station and Ice cream cart for LE 600 as a minimum
charge per person; kids are for free. Ladies can enjoy this package for free
on Fridays.
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St. Regis Cairo
Feature et
This summer, The St. Regis Cairo is
introducing exquisite offerings for you
to experience a new benchmark of luxury
in the heart of Cairo. Take in the unique
summer vibes at the outdoor pool & Jacuzzi,
along with snacks and refreshing
beverages from Sirocco restaurant and
pool bar. Pamper yourself at the “Iridium
Spa,” where guests will discover state-ofthe-art
facilities in the Spa’s therapeutic
area. The Iridium Spa raises the bar with
an ice room available for all hotel guests;
which has proven to improve blood circulation,
weight loss, boosting immunity
and so much more. And it only keeps getting
better: Iridium Spa introduces light
therapy, which treats skin for acne and
prevents the appearance of wrinkles. For
gym lovers, the hotel has a variety of facilities
and a Technogym machine for your
convenience.
For resident travel enthusiasts, The St
Regis Cairo has you covered with exclusive
Egyptian packages, with rates starting
from LE 2,800 for a one-night stay at
one of their luxurious rooms and complimentary
breakfast at La Zisa restaurant
overlooking the stunning Nile River.
JULY-AUGUST 2021
39

et Feature
A Place in the Sun
Made with contemporary women and their diverse lifestyles in mind,
Egyptian label DEA’s first collection “Chasing the Sun” creates statement
looks for today with endless options for tomorrow.
By Rana Hamdy
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DEA is an emerging Egyptian ready-to-wear label
with a fresh and distinctive take on casual wear.
Minimalistic yet striking, DEA’s SS’21 collection
titled Chasing the Sun includes a wide
range of pieces that are both elegant and pragmatic, offering
room for creativity and the opportunity to effortlessly dress
them up or down depending on the occasion.
Inspired by earth tones and nature-inspired color palettes,
DEA’s inaugural collection features an array of beiges,
blacks, and whites, while using red, green and yellow for a
pop of color. Chasing the Sun is made for those who prefer
to blend in and those who diverge from the predictable, it
is a union of the subtle and the bold. Timeless, practical,
and crafted to fit into any wardrobe, pieces of the collection
can easily transform into an outfit’s centerpiece or balance a
look as a soft addition.
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Set on the ivory sands of Hacienda Bay on the North
Coast, Le Sidi Boutique Hotel was the ideal setting for
DEA’s launching collection, the hotel’s setting complemented
the collection’s summer aesthetics with its neutral
interiors and mellow, earthy tones. Framed amid views of
the Mediterranean Sea, Chasing the Sun is the embodiment
of serene luxury.
Refashioning summer, the editorial shoot was approached
with great attention to detail, showcasing the collection’s
adaptability and versatility. Styled in many ways, Chasing
the Sun’s vests, can be paired with jeans and sneakers for a
hot summer’s day, and can be worn with suit pants or shorts
and heels to achieve a smarter look. In the city or by the
seaside, dresses are designed as a simple yet elegant choice
for an outing on a summer’s afternoon and are eye-catching
when worn alone or paired with the right accessories. Soft
and neutral, the collection’s crop tops and bustiers are à la
mode and can be similarly styled up or down to suit different
looks.
Whether on their own or accessorized, the collection’s
pieces will come to life, adding a spark to any wardrobe.
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Nuances of Nature
Double A Launches its latest SS’21 collection “Nuances of Nature.”
By Rana Hamdy
Double A’s sister duo Ayah Aboutera and Aliaa
Aboutera have launched their SS’21 collection,
labeled Nuances of Nature. Inspired by nature
and its boundless colors, this collection continues
Double A’s masterful pieces that highlight the use of
leather as both a winter and summer material.
With the pandemic bringing forward a global lockdown,
the environment set out on a journey of self-healing. As
humanity confined, nature began to flourish and thrive,
subsequently, people experienced a newfound appreciation
for the beauty and peace it brought about, and this was the
precise inspiration for Nuances of Nature. An amalgam between
bold, vibrant colors and playful geometric cutouts,
Double A’s designs are both youthful and fearless.
Leather being the family business, Double A has complete
confidence in its potential, using the finest natural
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leather to debunk and revolutionize the notion that leather
is a winter fabric. Double A uses innovative techniques to
ensure their garments are both edgy and elegant, while remaining
practical and comfortable. This SS’21 collection
is designed with no inner lining, making the pieces more
lightweight and summer appropriate Believing that leather
is the embodiment of a powerful and independent woman,
Double A designs garments that exude effortless femininity
and confidence. The latest collection utilizes key archival
pieces that are reinterpreted using rich colors, like imperial
gold, oranges, blues, greens, and a variation of pinks. Nuances
of Nature is inspired by the uneven motions of nature,
palm tree leaflets, waves, and elements that create twisted
yet sophisticated curves and patterns, it is a testament to
Double A’s innovation and aptitude. Resembling a gladiator’s
armor, the chrome Ayla vest is strikingly unique and
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empowering, fusing edgy punk and feminine grace.
Each Double A design is made to be a statement piece and
with nature in mind, Double A aims to prioritize the environment
in its production process, creating a waste minimization
initiative by using leftover leather cutouts and giving
them a second life. Through the ‘Chrome Bag’, available in
this collection, Double A works to be a zero-waste brand.
Double A not merely designs and produces spectacular garments
but they are a 100% Egyptian handmade brand: from
their leather cutting, stud insertions, and leather-fringe shredding,
Double A works to tell a story of pride and uniqueness.
The Nuances of Nature are translated through Double
A’s SS’21 editorial shoot, surrounded by trees, water, and
other aspects of nature, this shoot embodies the inspiration
behind the collection, while complementing the bold and
daring colors and patterns evident throughout.
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5 Local Brands for
Summer Home
Décor Inspiration
Looking to spruce up your home and add a summery touch? Check out
these five local designers for inspiration.
By Rana Hamdy
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CASA Designs
CASA Designs is an artisanal
homeware concept providing
creative and handcrafted furniture
and accessories that will
give your home a warm contemporary
look with a revived
traditional touch.
Recently, several local brands
have emerged in the market
providing high-quality products
that can easily compete
with imported brands. This progression
has become significant in several
industries such as beauty and cosmetics,
fashion, home furniture and a lot more.
We’ve been keeping an eye on these upand-coming
brands and in recognition
of their great work and dedication, we
bring you a roundup of some of the local
brands for home décor and furniture
to spruce up your home.
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MamaBearNco
Inspired by Egypt’s seas, desserts,
and agricultural lands,
MamaBearNco
brings your dream home
into reality turning into an
all-year-long vacation getaway.
MamaBearNco utilizes
raw materials from nature
like wood, cotton, shells, and
plants turning them into
beautiful handmade home accessories.
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Pretty Shiny Things
They offer innovative furnishing
solutions adding a
contemporary touch while
providing smart space-saving
ideas. Besides their readymade
pieces, Pretty Shiny Things
can customize pieces upon request
and also provide interior
design consultancy.
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Kiliim
This brand aims to revive
the beauty of handwoven
kilim with a modern twist.
Their story began in a small
village, Fowwa that resides on
the western bank of the Nile
Delta and used to be the hub
for handmade kilim rug weaving.
With every purchase you
help this brand’s initiative to
put Fowwa back on the international
map for Egyptian
craftsmanship.
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Nina Found Home
Inspired by coastal living,
serene vibes, and a chilled lifestyle,
Nina Found Home is
an Egyptian brand for linens,
tableware, and home décor
that will turn your home into
a beautiful escape in an islandlike
feels. The linens are made
from pure and premium quality
cotton.
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Scents
&
Sustainability
Armani releases the new fragrance MyWay, ensuring sustainability in production
and supporting growing local livelihoods.
“More than ever, I am convinced we should all be focusing
on the vital importance of environmental issues.
We cannot ignore the fact that the future for
generations to come will depend on the choices that
we make today.”
—Giorgio Armani
Armani has thus showcased his spoken commitment to
sustainability throughout the production of his new fragrance:
MyWay. The creators worked in collaboration with the environmental
NGO Fanamby to implement sustainability practices
in their sourcing of ingredients, all without compromising the
quality of the product. As MyWay is a complex scent—with
unique notes of natural ingredients such as Calabrian Bergamot,
Egyptian Orange Blossom, and Indian Jasmine—ensuring
sustainability in production was no easy task. Nonetheless,
Armani ensured that the sourcing of MyWay’s key ingredient
of Madagascan Vanilla prioritized suppliers that employ
vulnerable people who are typically excluded from the labor
market. Moreover, they have been working in collaboration with
Fanamby, who ensure the revenues are directed toward growing
local livelihoods, supporting producers who wish to diversify
their crop yield by growing coffee and rice, and encouraging
local entrepreneurship.
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TRAVEL TODAY
A Journey of
Faith
In the footsteps of the Holy Family
Plus:
Hospitality guru Haitham Mattar on Egypt’s
tourism recovery

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Celebrating the
Holy
Family’s
Journey
To commemorate the arrival of the Holy Family in
Egypt in June, we visit destinations recognized as official
Roman Catholic pilgrimage sites.
By Hanan Fayed
Fleeing the persecution of King Herod, the Holy
Family found refuge in Egypt for nearly four years,
taking shelter in Upper Egypt and Sinai. In 2018
Egypt was announced as an official Roman Catholic
Church pilgrimage destination following the endorsement
by Pope Francis of Egypt’s addition to the Vatican Pilgrimage
Program during a visit by an Egyptian delegation, headed by
then-Minister of Tourism Yehia Rashed, to the Vatican.
This month we walk in the footsteps of the Holy Family,
visiting some of the monasteries and churches and mapping
the sites where the Family sought refuge.
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Virgin Mary Church, Maadi
Wadi El-Natroun Monastery
The 22 stops begin at Rafah, North
Sinai at the northeastern border and
end in Asyut, Upper Egypt, where the
Family is thought to have taken a boat
journey on the River Nile. Many of
these locations have been turned into
monasteries and churches.
One of the most stunning landscapes
on the trail is that surrounding
monasteries located in Wadi El-Natrun,
a valley lying between Cairo and
Alexandria.
It is unconfirmed whether or not the
Holy Family were actually in the area,
but those who believe they were claim
that branches of the Nile River crossed
through the valley at the time, hence
their arrival therein. Others from within
the Orthodox Church believe there
isn’t enough evidence to prove reports
of a Holy Family visit, reasoning that
the natron salt-saturated valley is too
rough for a child, a young mother and
an old man.
The valley’s oldest recorded name is
the Hieroglyphic Sekhet Hemat (The
Salt Field) and the Ancient Egyptians
“Wadi El-Natrun
tells the history of
monasticism, where
people have prayed for
centuries. It is also an
archeological site and
older than Mount
Athos in Greece.”
Father Cyril,
El-Paramoesi Monastery
extracted its salt for mummification.
Regardless of the controversy, historians
agree this is where monasticism
was first founded, back in the fourth
century. It hosts four beautiful monasteries;
the fourth-century monasteries
of Saint Bishoy, Paromeos, and Saint
Macarius and the sixth-century Surian
Monastery.
The Monastery of Saint Macarius,
however, is not included in the route
acknowledged by the Vatican, but
remains an option for tourists who
visit the nearby monasteries. It encompasses
11.3 square meters, including
churches, a fort and beautiful forestlike
fields that make the monks selfsufficient
in terms of food.
This particular monastery is famous
as a home for highly educated and
deeply spiritual monks. The vast land
of the monastery, endless green fields,
its relative remoteness, and the friendliness
as well as tolerance of its monks
add to the serene atmosphere visitors
feel upon entering the long, tree-lined
road leading to its gate.
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Monastery of the Virgin Mary
at Gabal El-Teir, Minya
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Holy Family’s Journey -Wadi
El-Natroun Monastery
El-Muharraq Monastery,
Assiut
“Egypt is a land
where Saint Joseph,
the Virgin Mary and
the Baby Jesus, as
well as many prophets
lived; a land that has
been blessed with the
precious blood of martyrs
spilled throughout
the centuries”
Pope Francis, during his
2018 General Audience in
St. Peter’s Square where he
gave his blessing for a Roman
Catholic pilgrimage program
to Egypt.
As we drove in at sunset, we saw two
monks dressed in their official black
attire, walking side-by-side, happily
welcoming us to pick some dates from
nearby palm trees.
Ankh, the ancient Egyptians hieroglyphic
ideograph referring to “life,”
was carved on one of the monastery’s
buildings along with other Christian
symbols, such as the two fishes and the
five loaves of bread.
Russians, Romanians, Greeks and
Ethiopians visit the area for religious
reasons. Father Cyril at El-Paramoesi
Monastery told us he hopes more tourists
will visit to learn how Coptic culture
and art evolved over time. He also
referred to Hamra (red) Lake, a nature
reserve where visitors may take a therapeutic
dip after visiting the monasteries
complex.
Father Cyril elaborated that Wadi
El-Natrun “tells the history of monasticism,
where people have prayed for
centuries. It is also an archeological
site and older than Mount Athos in
Greece.” In every monastery Egypt Today
visited, Egyptian Christians looked
for blessings as hungrily listened to
monks’ explanation of the rich history.
The door to Virgin Mary church in
Paramoes Monastery is designed in
Fatimid Islamic style, according to Father
Cyril. The door dates back to the
tenth century. After all, many influences
will occur in more than 1,700 years,
and the mix of Pharaonic, Coptic,
Byzantine and Islamic art reflect the
melting pot characteristic of Egyptian
culture.
Egyptian Christians who migrated
from Egypt always bring their children
back to monasteries to learn of their
roots and the stories of saints, Father
Cyril said.
In addition to the three Wadi el-
Natrun monasteries, the Vatican has
endorsed Abu Serga and Virgin Mary
churches in Cairo, Gabal el-Teir (the
mountain of birds) Monastery in
Minya, Muharraq and Dronka monasteries
in Asyut.
However, Nader Gerges, the coordinator
of the Tourism Ministry’s Com-
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“This is human heritage
of 2,000 years
… it is about the life
of Jesus. This is the
place where he and
his mother lived during
their flight into
Egypt.”
Father Philoxenus al-Muharraqi,
Deir El-Muharraq
mittee on the Holy Family’s Route,
said five of those will be included in
the anticipated trips; those of Wadi
El-Natrun and Cairo. The other monasteries
can still be visited by tourist
groups, but will require coordination
with the authorities.
The three remaining monasteries
in Upper Egypt have yet to be readied
for such visits. Monks in Upper Egypt
said that the roads to their monasteries
need lighting, greenery, and need to
be paved all the way, not only as one
approaches the monastery. The monasteries
are currently being renovated
under the supervision of the Antiquities
Ministry.
Located mostly in rural areas, with
surroundings that include farmers on
donkeys and men and traditionallydressed
women, the route to the monasteries
gives religious tourists an authentic
experience. Many of these sites
are under renovation as per the Ministry
of Antiquities’ supervision.
In Minya, Gabal El-Teir (Mountain
of the Birds) village is home to a Christian
population of 10,000, the majority
of whom work in quarries. The
monastery is nestled in the mountain,
named after the migration of birds
above its skies.
There is no monastic life in the place,
but a large festival known as Moulid
El-Adra (Festival of the Great) that
celebrates Virgin Mary is held there every
year. Much like every “moulid” in
Egypt, as Muslims similarly hold such
festivals in honor of Islamic figures,
streets are decorated with lighting,
people wear their newest clothing, eat
sweetened peanuts and chickpeas, and
children play on swings.
There is a cave in the monastery
where the Holy Family is believed to
have stayed for three days. Visitors
take a ferry to cross the wide Nile River
to the mountain; the refreshing breeze
and smell of the river build up the anticipation
before setting foot on the
other bank.
In Asyut, Muharraq Monastery
is where the Holy Family stayed
the longest, a stay that lasted six
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Farma city
Monastery of the Virgin
Mary at Gabal El-Teir, Minya
The Sacred Well
months and five days.
Monk Barnabas received us there,
while two men who seemed to be
farmers entered the room to ask for
help because of a mysterious fire keeps
that breaking out in their home. They
said they believed evil spirits or other
supernatural causes to be the reason.
Once they left, Father Barnabas noted
that the culture of magic in Ancient
Egypt still has its impact on modernday
Egyptians.
Egyptian monasteries were destroyed
during Berber attacks in the
fifth century to seize the goods available,
especially those in Wadi El-Natrun;
hence, forts were built to surround
them at a later time. However,
Muharraq Monastery’s fort has never
been used for protection, according to
monk Philoxenus.
“This is human heritage of 2,000
years … it is about the life of Jesus. This
is the place where he and his mother
lived during their flight into Egypt.
This can attract anyone, even if not
religious. These are important figures
“Coptic architecture
and art has been
influenced by the eras
that preceded and
followed it, such as the
Pharaonic and Islamic
styles.”
Father Philoxenus al-Muharraqi,
Deir El-Muharraq
in human history,” Father Philoxenus
al-Muharraqi told Egypt Today.
When Father Philoxenus opened
the altar for us, some women outside
gasped in bedazzlement, whispering
that the decorations inside were made
of gold. They seemed disappointed
when Father Philoxenus denied.
It is claimed that Egypt’s oldest
church, dating back to the late first
century, lies in Muharraq Monastery,
which was built later in the fourth
century. It was the Holy Family’s home
during their long stay and later became
a church. It is the only church in
Egypt where prayers are held entirely
in Coptic, where no Arabic is involved,
according to Father Philoxenus.
An 1881 iconostasis in the monastery’s
St. George Church is Byzantine
art, and carved above it is articulate
Arabic calligraphy.
“Coptic architecture and art has
been influenced by the eras that preceded
and followed it, such as the
Pharaonic and Islamic styles,” Father
Philoxenus added.
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RootedFaith
in
After extensive restoration works,
the Virgin Mary Tree in Cairo is open
again to visitors.
By Mustafa Marie
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At the Church of the Virgin Mary in Matareya,
Father Barsoum Shaker tells the story of the
nearby Virgin Mary Tree. “The Virgin blessed
this area; the tree and the well Mary drank
from and where she washed her garments are the only
areas known to have been crossed by the Holy Family
in Matareya and Heliopolis,” says Shaker, who has been
serving the church since 1992. “All streets around the tree
have names related to Mary,” he says, adding that, “even
Muslims built a mosque and called it Shagaret Mariam
Mosque.”
Barsoum explains that the original tree withered long
ago, but priests serving in Heliopolis and Matareya have
been planting shoots from the original tree to sprout
smaller trees, so that it continues to bless Egypt. He adds
that during the French expedition in Egypt, French soldiers
attempted to cut down the tree, but it bled, so instead
they engraved their names on it to leave their mark.
In an effort to preserve the site, the Ministry of Tourism
and Antiquities has been leading a maintenance project
to develop the ancient Virgin Mary Tree area. Minister
of Tourism and Antiquities Khaled El-Enani recently inspected
the latest developments of the Virgin Mary Tree
project and the surrounding area in the Al-Matariya
neighborhood in Cairo, which is one of the stops on the
path of the Holy Family’s journey in Egypt.
The renovations aim at raising the efficiency of the site
to receive visitors, with some of the tree-bearing pillars
being replaced courtesy of the Institute of Archaeological
Crafts. Beams have been strategically placed to showcase
the tree and a wooden fence has been installed around the
ancient tree to permanently protect it.
The well adjacent to the tree has also been cleared, and
the waterfall in it has been serviced. Meanwhile, the de-
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velopment of the park adjacent to the Virgin Mary Tree
area and the road leading to it has now been completed in
cooperation with Cairo Governorate.
At press time signs were being placed in accordance
with the drawings that have been approved by the Projects
Sector and the Permanent Committee for Islamic and
Coptic Antiquities. The area around the tree is being developed
by the relevant neighborhood authority, and 10
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murals were received from the Nahri Association, to be
installed on the walls surrounding the Virgin Mary Tree.
Work is currently underway to install these paintings.
Ahead of the official opening, comprehensive maintenance
of the floors was completed, as well as developing
the external fences, and installing a pergola and seating
areas around the tree for visitors to sit and relax. A visitors’
center is set to feature screens to showcase documentary
films on the Holy Family’s journey in Egypt.
The walls were also restored and the domes treated. In
the Exhibition Hall, the insulation of the domes and the
maintenance and treatment of the walls, floors and doors
were carried out. The hall will be decked with artwork depicting
the Holy Family’s visit.
The development work included the renovation of the
archaeological site from the inside, repainting the facades
of the buildings in the vicinity of the site, recladding the
walls and preparing a museum display room in which the
artifacts will be placed.
—Additional reporting by Sara Allam
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At press time the Coptic Orthodox
Church had just launched an English
website to mark the anniversary of Christ’s
arrival in Egypt. In a message in English,
Pope Tawadros II of Alexandria and Patriarch
of Saint Mark Diocese said the translated
version of the original website is
meant to target new generations, especially
Copts, in English-speaking countries.
To commemorate the arrival of the
Holy Family to Egypt, Pope Tawadros led
a Mass at Abu Serga Church which was attended
by a number of Orthodox Church
bishops, priests and deacons. The church
was one of the places in which Jesus Christ
and the Holy Family lived during their stay
in Egypt.
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The Travel Guru
Haitham Mattar, Managing Director at InterContinental Hotels & Resorts,
on tourism recovery, IHG’s growth ambition for Egypt and bringing
new brands to the market.
By Rana Hamdy
Named ‘Tourism Promotion
CEO of the Year’ at
the Global CEO Excellence
Awards, Haitham Mattar,
Managing Director, India, Middle East
and Africa (IMEA), recently appeared on
Arabian Business’ ‘most powerful Arabs’
list, in addition to being named ‘Leisure
and Tourism CEO of the Year’ at the
prestigious CEO Middle East Awards
and ‘Business Leader of the Year’ at the
Hospitality Excellence Awards in 2018.
With more than 25 years of experience
in global destination and hospitality
management and marketing, Mattar,
who has also held senior roles within
IHG, as well as Marriott and Hilton
Worldwide, is responsible for driving
the growth and strength of IHG and its
hotels across the region.
Currently, he leads the operations and performance of
more than 160 hotels and is responsible for overseeing the
strategic development of IHG’s plans with a pipeline of 106
hotels. Key to his role is maintaining and fostering relations
with government stakeholders, tourism bodies and owner
community across markets.
Mattar also serves as an advisor to several travel and tourism
organizations. Having been involved with UNWTO for
several years, in 2020 he was appointed as a Special Advisor
to the Secretary General of the UNWTO. Additionally, he
serves as an advisory board member of the Arabian Travel
Market, Global Thinkers Forum (GTF), the Al Marjan Development,
Ras Al Khaimah and is a member of the Steering
Committee of the Ras Al Khaimah Department of Economy.
This month the travel guru talks to Egypt Today about
the expected return of tourism to the country and the region,
industry recovery post-Covid-19 and the new brands
we can expect from the IHG family in the near future.
What sets Intercontinental Hotels Group apart from its
competitors in the market?
IHG has a strong legacy in Egypt, having opened our first
hotel in 1980s. Ever since then we have continued to grow our
brand footprint within this touristic hub. We have a strong
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understanding of the market and are aligned with Egypt’s
vision for the future of business and leisure travel. We have
landmark hotels in the country including InterContinental
Cairo Semiramis, which recently celebrated three decades of
success, as well as InterContinental Citystars Cairo, which is
located in the heart of the Citystars complex. Our pipeline
here is also significant–we recently signed a management
agreement with real estate giants Mountain View to open
four new hotels all across Egypt, and 157 rooms Holiday Inn
New Assiut Asayla in partnership with Mabany Edris. This
is in addition to over 800 rooms we already have in our pipeline.
IHG operates three diversified brands in Egypt: Staybridge
Suites for long-stay business guests, Holiday
Inn, a young and vibrant brand for leisure travelers, and
InterContinental, the more luxurious side of the group.
Are there any more brands you’d like to bring to the
Egyptian market?
As Egypt continues to develop as a tourism hub in the
region, we are committed to offering
a diverse portfolio of hotels to the local
and international tourists, and
support in further strengthening the
appeal of the destination. In line with
our commitment we are bringing new
brands to cater to new guest segments.
As I mentioned above, we recently
signed a management agreement with
real-estate specialists Mountain View,
to introduce the world’s first globally
branded boutique hotel brand, Hotel
Indigo, to Egypt with Hotel Indigo
Mountain View North Coast, Hotel Indigo
Mountain View iCity New Cairo,
Hotel Indigo Mountain View iCity
6th of October City, and Hotel Indigo
Mountain View Ain El Sokhna. The four new hotels will reflect
the unique ethos of Hotel Indigo by creating an immersive
hospitality experience that draws on the history, rhythm
and pulse of each of the four distinct neighborhoods, providing
diverse vantage points to view the country and its
culture.
Later this year, we will be opening our first Crowne Plaza
hotel in Egypt in West Cairo– Crowne Plaza West Cairo Arkan.
Moreover, we signed a voco hotel in Giza recently to
strengthen our upscale presence in the country. All new built
properties will cater to a broad range of travellers as leisure
and business tourism rapidly rebounds across the country.
The pandemic has hit the entire world, with the tourism
and hospitality industry taking an exceptional blow.
How has IHG in Egypt recovered from these challenges
and what are your expectations for the market?
Throughout the crisis, we have remained focused on what
matters most: ensuring clean and safe hotel stays; helping
our owners protect their businesses and capture demand;
“Our outlook for
the market is optimistic,
we are accelerating
our growth
and diversifying our
offerings.”
and continuing to invest in our brands, technology and loyalty
offers to help IHG excel as the industry returns to full
strength.
Egypt has always been an all-season destination and as
soon as travel restrictions eased across markets, the country
started welcoming a generous mix of travelers. The government
of Egypt has always recognized the important role of
the tourism sector in the economic growth of the country
and has consistently supported the sector.
Our outlook for the market is optimistic, and as we are
steadily recovering from the impact of Covid-19 we are accelerating
our growth, diversifying our offering to cater to
the needs of varied guest profiles, and also supporting the
development of new cities and tourist destinations within
the country.
What motivated you to pursue a career in the hospitality
industry?
My career in hospitality dates back to 1987 when I went
for my first job interview as a dishwasher at a hotel close
to where I lived in Atlanta, Georgia.
From there on, my passion for the industry
grew as I grew my career, which
enabled me to learn and experience different
functions such as food and beverage,
housekeeping, front office, sales,
marketing and operations. In addition
to my passion for being of service to
others, meeting people and building
relationships and partnerships is
mostly what made me choose hospitality
as a career.
You boast a rich experience in tourism
and hospitality industry where
you oversee the operations of more
than 160 hotels in India, Middle East
& Africa. What would you say is the main factor behind
your success?
Since early on in my life, I was determined that I was going
to grow up to be successful in what I do, and I knew
from observing many successful people that success was
heavily dependent on hard work and having a high level of
persistence. Another reason I believe contributed to my career
growth is execution energy–getting things done at pace.
What’s the biggest challenge in running a renowned hotels
group across different regions?
Consumer needs are evolving at a fast pace, and I see a
continuous change in guest/visitor behaviors and motivations
for travel which also varies widely across different regions.
This can be a challenge or an opportunity–depends
on the agility in responding to the volatility in changing
guest demands and needs. Also, the Covid crisis has taught
us the importance of planning for business continuity and
forecasting during a crisis. This creates resilience and is
something the industry can improve on overall.
JULY-AUGUST 2021
69

Now Departing for Golden Hour:
Le Méridien Cairo Airport Entices Travellers
to Take Flight Into a Summer State of Mind
Global Programme “Au Soleil by Le Méridien” Encourages Guests
to Channel the Spirit of a Chic European Summer All Year Round
Le Meridien Cairo Airport is helping sun-seekers savour
the simple joys of the season this summer with
its own take on Le Méridien Hotels & Resorts’ global
brand programme, Au Soleil by Le Méridien.
Following a year of missed moments, milestones and the
summer that never was, Le Méridien is welcoming travelers
and locals alike to take back the season and chase endless summers
with outdoor activations, food & beverage programming
and limited-edition packages at Le Méridien hotels around the
world. Personifying the laid-back elegance of European summers
and the allure of the Côte d’Azur, this season’s global
series of events revolve around ‘Golden Hour,’ the magical
hour at the end of the day under the sun – a sacred moment in
time to slow down and indulge in simple pleasures through all
the senses.
Le Meridien Cairo Airport Hotel will feature a How to Summer
Guide, dedicated Petit Plates menu offering Mediterranean
inspired mini baguettes perfectly paired with tantalizing cocktails,
part of the brand’s signature Sparkling Programme. In
addition, Le Méridien is bringing modern twist to classic games
traditionally enjoyed outdoors during warm weather days such
as the iconic backgammon, as well as, poolside chess and other
timeless summer pastimes both to-go and as an oversized option,
inviting guests to linger a little longer, with an exclusive
warm weather soundtrack, curated by French Bossa Nova collective
Nouvelle Vague.
Launching in June and continuing throughout the year, participating
Le Méridien hotels will put their own spin on this
moment in time through programming that takes guests from
the last rays of afternoon sunshine all the way through to dinner
time. Sun-seekers are encouraged to ease themselves into
Golden Hour by indulging in the brand’s Le Scoop by Le Méridien
programme, which offers a decadent afternoon treat of
refreshing gelato and sorbet, designed to be enjoyed while taking
part in the European summer tradition of a “passeggiata” to
unlock the destination’s locale. “Passeggiata” is an Italian term
referring to a traditional evening stroll in the town’s piazza. At
select properties, guests will be able to book an “Au Soleil”
room package, which includes breakfast and a complimentary
Le Scoop by Le Méridien gelato or sorbet.
Passeggiata complete, next up are Petit Plates of light and local
seasonal bites paired with delightful cocktails , with guests
encouraged to enjoy this warm weather drink as the French
do, “Piscine” (on ice). As the last rays of the day start to fade,
vintage games and the classic seaside pastime of backgammon
will be accompanied by a soundtrack of sun-soaked beats, encouraging
guests to revel in French nostalgia and linger a little
longer.
For those who prefer to take summer on-the-go with them to
discover the city or sunbathe at the beach, pas de problème –
there is the Au-Soleil-To-Go kit, inspired by an idyllic summer
day on the Côte d’Azur, available at participating properties.
“Au Soleil is more than an activity, it’s a state of mind,” said
Hisham Gadayel - Le Meridien Cairo Airport – Resident Man-

ager. “After a year like no other, this year’s Au Soleil Golden
Hour programming at Le Meridien Cairo Airport allows people
who are ready to come back together at the perfect time of day,
whether across the street or around the world, to reconnect over
a glass of cocktail, a scoop of gelato or a classic summer game.
To celebrate the essence and lifestyle of our signature summer
soirée programme, modish activations and chic touchpoints
will inspire guests to savour the moment and linger longer.”
For more information about Au Soleil by Le Méridien, please
visit www.lemeridien.com/ausoleil and follow along on social
media with #LMAuSoleil. To get into the spirit of endless summer,
follow the Le Méridien Au Soleil playlist on Spotify.

et Travel | Snapshot
InterContinental Cairo Citystars Wins “Best
Business Hotel in Cairo 2021 Award” by
Business Traveller
Enjoy a special Friday brunch in Fayruz at
InterContinental Cairo Citystars
Guest loyalty, safety and recognition are the real determinants
of how successful a hotel really is. This is why
InterContinental Cairo Citystars was honored to realize how
far its guests are satisfied with the services provided, when
Business Traveller Magazine recognised the hotel as the Best
Business Hotel in Cairo for the ninth time.
The Business Traveller Middle East Awards celebrate excellence
in travel across the Middle East and Worldwide. It
gives readers the opportunity to recognise those companies
and hotels that are the leaders in delivering products and services
for the frequent travelling executive. Business Traveller
Middle East readers in the UAE, Oman, Qatar, Saudi Arabia,
Bahrain, Kuwait, Lebanon and Egypt have been surveyed to
determine the winners. As a result, the awards recognise and
celebrate the extraordinary achievements of the most deserving
hotels, airlines, loyalty programs, in the business travel
industry.
Unlike other awards which are decided from within the
industry, Business Traveller awards are decided by the people
who really matter – the businessmen and women who rely on
airlines, hotels and car hire companies in their everyday working
lives.
“InterContinental Cairo Citystars offers all the services and
facilities that business travellers look for. This includes 824
deluxe rooms and suites, 23 banquet and conference rooms,
including one of the largest ballrooms in Egypt, and 11 restaurants
and bars,” Dieter Franke, Area General Manager Egypt
and General Manager InterContinental Cairo Citystars said.
He added, “This award came as a recognition to all the efforts
InterContinental Cairo Citystars team has employed to
adjust to new travel norms and expectations during Covid-19
crisis. As we have worked on enhancing the experience for hotel
guests by redefining cleanliness standards and supporting
wellbeing throughout guests’ stays with sincere commitment
to cleanliness and hygiene through IHG® Way of Clean program.
Moreover, this award is a monitor for what we have to
offer to our guests; they tell us where we really stand among
our competitors, not only in Egypt, but also in the Middle
East Region.
You can always rely on the sizzling atmosphere of
Fayruz, our authentic Lebanese restaurant, and now on
Friday there is an extra buzz in the air too!
Celebrate summer time the Lebanese way and relish
the best of this cuisine within a lively, elegant ambience.
All of the irresistible and traditional delicacies of Lebanese
cuisine are among the succulent temptations at
our spectacular Friday brunch – now the hottest spot in
town for some culinary excitement to start the weekend.
Indulge into a genuine Lebanese experience and relish
the best of this cuisine within a lively, elegant ambiance
with Fayruz brunch which is served on Fridays from 1:00
pm to 5:00 pm for EGP 330++, including water and soft
drinks and 430++ including alcoholic beverages. From
1pm-5pm the enticing aromas of lamb, veal, kofta, kebabs,
chicken and chops will draw you to the buffet tables
displaying rice, salads, breads and grilled vegetables,
sambousek, vine leaves, tabouoleh, delicious pastries
and all the delights of the ancient Levant.
Fayruz Friday Brunch came from our eager desire to
bring authentic Lebanese specialties to you in Cairo,
while preserving its genuine ambience and flavours.
72 JULY- AUGUST 2021

Travel | Snapshot et
Ramses Hilton Won the “Spirit of Hilton Award”
We are delighted to announce that Ramses Hilton has
won the “Spirit of Hilton Award” during the Global Week
of Engagement 2021 in recognition of the Hotel Commercial
Team continued commitment in making Ramses
Hilton one of the leading hotel in the Hospitality Industry.
During the week the Hotel Commercial Team has
planned lots of activities and initiatives from intensive
sales calls, clients’ meetings to Hotel orientations for the
hotel top accounts to energize and inspire hotel clients to
rise to the possibilities of travel again and to welcome our
customers back and finally make new memories at our
Hilton properties around the world.
The week was ended by a community activity, where
the Hotel General Manager Soha El Torgoman jointly
with the commercial team has paid a visit to “ESMA”
charity organization for animals’ shelter and spend the
day feeding, playing and taking care of the animals.
Sonesta Hotel Cairo’s outstanding Annual Party
Sonesta Hotel, Tower &
Casino - Cairo had held it’s
mesmerizing annual party
all around the pool in a
cheerful ambiance with the
attendance of its top corporate
accounts, travel agents,
elite media and public figures,
who were all warmly
greeted and welcomed
by Sonesta Cairo’s General
Manager Mrs. Caroline
Selim.
It was such an unforgettable
night where everyone of
the attendees had enjoyed
the joyful live entertainment
and our chef’s mouthwatering
dishes.
JULY- AUGUST 2021
73

TECH TODAY
etTech | Today
GODZILLA VS.
KING KONG
The battle of the Titans comes to PUBG
PLUS:
TikTok steps up to fight online abuse and
Samsung signs partners with Beni Suef
Technological University
74 JULY-AUGUST 2021

Tech | Today et
GODZILLA VS. KONG NOW IN PUBG MOBILE VERSION 1.4
The highly anticipated Version 1.4 update has arrived in
PUBG MOBILE, introducing Titans as part of its Godzilla vs.
Kong partnership, along with a number of significant changes.
Beginning today, players will be able to encounter Titans
including Godzilla, Kong and Mechagodzilla in-game as they
explore various maps via designated routes while interacting
with Apex Cybernetics and Monster Settlements. The battle
on Erangel will take a new turn starting June 9th as players
will now be able to shrink themselves down to the size of an
insect and teleport throughout the map with the new microcosm
gameplay. A new over the shoulder (OTS) aiming mode,
new vehicle, and new arena map have also been added to further
enhance the game. The PUBG MOBILE Version 1.4 update
is available now for free via the App Store and Google
Play Store, and you can see the reveal trailer here.
Mysterious Titans have begun to appear across the Erangel,
Sanhok and Livik maps. Players can select the Titan Strikes
mode at the beginning of each match. As the battle begins,
these colossal creatures will move randomly across the map.
While they are usually passive towards players, having too
many players around can make them angry and hostile. Apex
Cybernetics and Monster Settlements are two new elements
that have been added to the game, both of which Titans will
set out to destroy. Apex Cybernetics contain beneficial supplies
that can be looted once destroyed by a Titan. Monster
Settlements also have beneficial loot; however, players will
have to defeat hostile monsters in order to acquire it.
While extremely dangerous, Titans also passively absorb
energy and release it in the form of Titan Crystals. These
crystals provide different special effects, such as a special
throwable knockback and burn item, or a buff that enhances
a player’s abilities. The first Titan, Godzilla was released in
PUBG MOBILE on May 11th in Erangel, with Kong entering
Sanhok on May 15th and Mechagodzilla in Livik on May
20th. Players can also look forward to a unique event that will
take place during the final stages of the Titan Invasion.
Version 1.4 also adds the new arena map, Hangar, which
supports three modes including Team Deathmatch, Arena
Training and Team Gun Game from June 1st. Set in the
hangar of a giant, unknown ship far out in the open ocean,
this map provides tight corners and plenty of cover in which
quick reactions and accuracy will be rewarded. Hangar is sure
to provide exciting, pulse-racing tension for those who enjoy
fast-paced firefights.
On June 9th, the Version 1.4 update will introduce a series
of strange Labs to the Erangel map, with each holding
a mysterious Quantum Transformation Device. Players who
interact with this device will experience the game in an entirely
new way – they will be transformed into a miniature
insect player. In this state, players can only fight other insect
players with special weaponry and cannot be killed with normal
weapons except pans. Miniature players can also exploit
Wormholes to traverse Erangel, by travelling between laboratories.
Players will now also benefit from the new over the shoulder
(OTS) aiming mode. The introduction of this new button
will slow movement speed while increasing shooting
accuracy. Used effectively, OTS mode will allow players to
be more accurate in their long-range battles and gives more
ways to win gunfights. This mode is customisable and can be
turned on and off in the Basic Settings tab.
For those who prefer joyriding with friends to intense gunfights,
the new CoupeRB provides a speedy and stylish way
to get around. A two-seater sports car, the CoupeRB is one
of the fastest vehicles in PUBG MOBILE with a top speed
of more than 150km/h. The vehicle is available on Erangel,
Miramar, Sanhok, and Livik.
Alongside these highlights, Version 1.4 includes a huge
number of balancing changes to the game, both in weapons,
game stability and anti-cheat detection.
Stay tuned for more details about upcoming PUBG MO-
BILE content, including Royale Pass Season 19.
PUBG MOBILE is available to download for free on the
App Store and Google Play Store.
JULY-AUGUST 2021
75

etTech | Today
TikTok joinsTechnology Coalition to counter online sexual exploitation and abuse
TikTok is announcing that they have joined the Technology
Coalition, an organization that works to protect children from
online sexual exploitation and abuse. Community safety remains
TikTok’s top priority, and places utmost care on the safety of
teenage users in particular. The new membership reflects Tik-
Tok’s zero tolerance of child sexual exploitation and highlights
that this universal challenge requires a collective response.
TikTok realises that the industry is at its strongest when they
work together, which is why the platform is proud to join the
Technology Coalition. Through this membership, the platform
hopes to deepen its evidence-based approach to intervention
and contribute its unique learnings from
addressing child safety and exploitation. TikTok is
also joining the board of the Technology Coalition
along with a number of committees that aim to
advance protections for children online and off and
increase transparency of evolving threats to child safety.
This membership builds on previous partnerships
with leading online safety organizations,
including the Family Online Safety Institute,
ConnectSafely, National Center for Missing and
Exploited Children (NCMEC), WePROTECT Global Alliance,
and the Internet Watch Foundation to help ensure that the
platform’s policies and features continue to promote a safe and
welcoming environment for the TikTok community. TikTok
has also endorsed the implementation of the Voluntary Principles
to Counter Online Child Sexual Exploitation and Abuse
Samsung signs cooperation agreement with Beni Suef Technological University to train students
in ICT fields
Samsung Electronics Egypt signed a cooperation agreement
with Beni Suef Technological University led by Prof. Dr. Sayed
Abdel Qader, with aim to provide the students with experimental
education opportunity in the fields of information and
communication technology as well as mechatronics. Through
the training, Samsung aims to equip the students with all
the required skills and knowledge to compete in the internal
and external labor market. The signing took place during the
visit of Prof. Sayed Abdel Qader, President of Beni Suef Technological
University to Samsung’s headquarters in Abu Radi
Industrial Zone, Al-Wasta City, Beni Suef, where Mr. Choonki
Kwon, the Chairman of Samsung Electronics Egypt hosted
and accompanied him in a tour inside the factory to explore
the advanced methods of Samsung’s manufacturing process.
Prof. Abdel Qader expressed his pleasure to sign this agreement
and his aspiration towards more protocols and agreements
that support the educational process, stressing on the university’s
keenness on providing the students with real experiences
that unleash their capabilities, develop their research skills and
boost their creativity to compete in local, regional and international
labor market. During his speech, Mr. Choonki Kwon,
Chairman of Samsung Electronics Egypt expressed his delight
to sign cooperation agreement with Beni Suef Technological
University, looking forward to fruitful cooperation that develops
the qualifications of Egyptian university graduates to
in an effort to ensure a consistent and strong response to exploitation
across services.
TikTok is deeply committed to the safety of minors on their
platform. The platform does not tolerate any content or behavior
that perpetuates the abuse, harm, endangerment, or exploitation
of minors, as outlined in the Community Guidelines. If
the platform becomes aware of any such content, they will take
immediate action to remove content, terminate accounts,
and report cases to the NCMEC and law enforcement, as
appropriate.
TikTok is where people come to express themselves
creatively, learn, and try new things. The platform
works to design age-appropriate experiences
for users aged 13-17 and offers a number of safeguards
to support teens as they begin their digital journey. For
instance, accounts of users ages 13-15 are set to private by
default, and only users over 16 can use direct messaging and
live stream.
Additionally, TikTok believes it’s important to
engage parents and caregivers in digital safety conversations.
That’s why the platform offers tools, like
the Family Pairing feature, which aims to encourage conversations
among parents, caregivers, and teens as they decide the
browsing and privacy settings that are best for their family.
Through Family Pairing, caregivers can link their TikTok account
to their teen’s to enable a variety of content and privacy
settings, such as screen time management and search settings.
match the requirements of the labor market. For his part, Eng.
Hadi Barakat, Head of Human Resources at Samsung Egypt affirmed
that the cooperation comes in line with the company’s
mission towards developing education in Egypt and improving
the students’ skills to adapt with the 21st century technological
leap. Barakat praised the level of modern educational
equipment and laboratories at Beni Suef Technological University
and expressed his keenness on providing all the facilities
to train the students inside Samsung factory. As part of the
corporate’s social responsibility, Samsung Electronics Egypt
distributed food boxes to the less privileged families in Upper
Egypt during Ramadan, in collaboration with Al Orman Association.
Eng. Hossam El Kabbani, Chairman of Dar-Al Orman
Association stated, “We aim to end hunger as a major goal of
the sustainable development goals and we are proud to collaborate
with Samsung on this cause”. El Kabbani stressed the
importance of cooperation between various sectors to improve
the lives of marginalized groups and support the state’s plans
for 2030. Mr. Ahmed Gaafar, Head of Corporate Marketing
at Samsung Electronics Egypt said, “Samsung is always keen
to positively contribute to the markets where it operates and
Egypt is considered one of our most important markets. We
work on supporting the economic aspect as well as the social
aspect of the society through training students, especially since
youth represent the majority of the Egyptian population.
76 JULY-AUGUST 2021

Tech | Today et
OPPO Launches OPPO A94 in Egypt
OPPO, the leading global smart device brand, announces
the launch of the OPPO A94 in Egypt. OPPO A94 is designed
for trend seekers looking for a powerful, yet durable device
that boasts a mix of fun, new video features that enable you
to capture memories and moments from more than one perspective.
OPPO A94’s cutting-edge camera features will also
offer its users a creative edge. In addition, it offers a higher
performing phone than its predecessors with a higher battery
capacity and faster speeds. All this is packaged in a simple,
yet elegantly thin design that uses OPPO’s new Flowing
Light Design concept to introduce two new dazzling colors
with mind blowing features that will color your moment!
“A Series is popular with trendsetters as a phone that’s
tailored to enhance their love for social life and ambitions
at study and work, but also represents their personal style.
In addition, it brings out the creativity in its users with new
video capturing features that put the power of creative video
productions,” said Eve Han, Brand Director, OPPO Egypt.
“OPPO A94 is the culmination of both user feedback and
the extensive research conducted on the latest technology
that’s being deployed on OPPO A94. In fact, this phone
meets the criteria our users have for A Series smartphone,
which in this generation doesn’t only capture momentous
occasions from multiple perspectives, but also with a higher
battery capacity and 30W VOOC Flash Charge 4.0 ensures
that OPPO A94 is a great accompaniment to your life. With
the high demands from our customers, we’re excited to introduce
and get OPPO A94 into the hands of local customers.”
OPPO A94 leads the way by opening the door to new
and trendsetting ways to make fun with Photography. With
OPPO A94, you can film your moment from more than one
perspective, all-the-while a personal, creative touch to your
shots.
OPPO A94 features a set of 48MP Quad Cameras with the
main event its 48MP main camera. To add depth to ylandscape
shots with AI Scene Enhancement 2.0 and improves
the color saturation and contrast ratio pixel-by-pixel.
OPPO Launches its first Smart Band in Egypt
OPPO, the leading global smart device brand, announces
the launch of the OPPO A94 in Egypt. OPPO
A94 is designed for trend seekers looking for a powerful,
yet durable device that boasts a mix of fun, new video features
that enable you to capture memories and moments
from more than one perspective. OPPO A94’s cuttingedge
camera features will also offer its users a creative
edge. In addition, it offers a higher performing phone
than its predecessors with a higher battery capacity and
faster speeds. All this is packaged in a simple, yet elegantly
thin design that uses OPPO’s new Flowing Light Design
concept to introduce two new dazzling colors with mind
blowing features that will color your moment!
“A Series is popular with trendsetters as a phone that’s
tailored to enhance their love for social life and ambitions
at study and work, but also represents their personal style.
In addition, it brings out the creativity in its users with
new video capturing features that put the power of creative
video productions,” said Eve Han, Brand Director,
OPPO Egypt. “OPPO A94 is the culmination of both user
feedback and the extensive research conducted on the latest
technology that’s being deployed on OPPO A94. In
fact, this phone meets the criteria our users have for A
Series smartphone, which in this generation doesn’t only
capture momentous occasions from multiple perspectives,
but also with a higher battery capacity and 30W
VOOC Flash Charge 4.0 ensures that OPPO A94 is a great
accompaniment to your life. With the high demands
from our customers, we’re excited to introduce and get
OPPO A94 into the hands of local customers.”
OPPO A94 leads the way by opening the door to new
and trendsetting ways to make fun with Photography.
With OPPO A94, you can film your moment from more
than one perspective, all-the-while a personal, creative
touch to your shots.
OPPO A94 features a set of 48MP Quad Cameras with
the main event its 48MP main camera. To add depth to
ylandscape shots with AI Scene Enhancement 2.0 and
improves the color saturation and contrast ratio pixel-bypixel.
JULY-AUGUST 2021
77

et Around Town
AlAhly Sabbour launches the second
phase of KEEVA in 6th October
Al Ahly Sabbour, leading developer in Egypt’s real
estate market, announced the launch of phase II of their
project KEEVA its latest endeavor in 6th of October City
in partnership with the New Urban Communities Authority
( NUCA ( during a press conference held at the
Four Seasons Hotel, Nile Plaza. With the presence of Al
Ahly Sabbour Chief Executive Officer, Eng. Ahmed Sabbour,
Vice CEO Eng Emad George, and Vice CEO Mr
Tamer Erfan. Spread across 144 acres, expected for delivery
by the end of 2023, KEEVA will see a total of EGP
5 billion in investment of which the second phase has
200 units in addition to commercial area and expected
sales of 1 billion EGP. The project’s first phase delivery
is expected to be during the last quarter of 2023.
Through KEEVA’s iconic design, in addition to
its variety of amenities – commercial, servicing, and
entertainment, Al Ahly Sabbour aims for KEEVA to be a
modern model project to set new standards for all new
and modern real estate projects.
Eng. Ahmed Sabbour expressed his enthusiasm for
launching KEEVA phase II during the conference, saying:
“Al Ahly Sabbour keeps confirming its innovative
ability with high quality real estate projects that present
our residents with a unique way of life that brings
leisure, modern and luxury together, and KEEVA is
no different, developed to provide a new dimension of
residential real estate in this area, stands as another step
in our journey towards expanding across West Cairo.
With great care to every detail, we ensured that KEEVA
has sufficient variety of amenities and facilities, in addition
to its set of unique entertainment making this
projects ideal for families seeking tranquility, comfort,
and security.”
KEEVA’s design combines classic and contemporary
architecture, the project is comprised of multi-storied,
low altitude buildings (G+2) where all units have a front
view. Moreover, the efficient master plan is designed
to employ a concept called “Biophillic Design” where
natural elements are in harmony with and integrated in
buildings. This is exhibited through large glass facades
that invite sunlight and greenery from the outside
in, providing a comfortable and serene environment.
Moreover, 18% of the project’s area has been allocated to
buildings’ footprint, while green spaces, gardens, water
features, entertainment areas and roads take up 82%.
Capiter eyes $1 bln in revenue by
2023
Capiter, a B2B marketplace that brings together
FMCGs, wholesalers, and merchants on one platform,
announced its plans to achieve total revenues of USD 1
billion by 2023. This comes as part of the company’s ambitious
strategy to increase its business tenfold capitalizing
on the remarkable results the company achieved in 2020
despite the COVID-19 pandemic.
By bringing together FMCGs, wholesalers, and merchants,
Capiter introduces a new concept to the Egyptian
retail market through one platform with three different
applications. These applications provide several features
that help merchants to gain insights into the FMCG
market, allowing them to develop their projects and boost
their work output. With cutting-edge technology and
machine-learning algorithms, Capiter aims to digitalize
Egypt’s conventional commerce to enhance the efficiency
of the whole supply chain by delivering a fast, high-quality,
and user-friendly service.
“We were driven by an ambitious vision to serve a broad
segment of the Egyptian market, which is the FMCG as
one of Egypt’s most important sectors responsible for
creating more jobs in the local market,” said Mahmoud
Nouh, CEO of Capiter. “This has helped us create hundreds
of job opportunities for youth across different
sectors. At Capiter, we are always keen to support Egypt’s
labor market by bringing the best talents from across the
globe while giving the chance for young talents and fresh
graduates. We aim to capitalize on the enormous growth
the e-commerce sector has achieved as Egypt takes steady
strides towards digital transformation across all fields,” he
added.
Capiter currently provides its services in Cairo and Giza
with aspiring plans to expand geographically in Egypt
and cover additional cities and governorates in addition
to increasing the number of items offered through the
platform to more than 30,000 products by 2023.
“Since we launched our operations last year, we have
successfully expanded our customer network through numerous
partnerships with various companies and government
entities allowing us to serve thousands of merchants
and complete millions of transactions,” said Ahmed Nouh,
Chief Operating Officer at Capiter. “This achievement can
be mainly attributed to our unique platform that offers
fast, high-quality, and user-friendly services at the best
prices for all elements of the supply chain through a welltrained
team of more than 800 employees,” he added.
78 JULY-AUGUST 2021

Around Town et
Capriole Group is set to inject EG-
P15bn in the Egyptian market in 5 years
In view of its plan for expanding in the Egyptian market
and executing groundbreaking projects, Capriole Group
seeks to inject EGP15bn investments in the Egyptian
market, in the New Administrative Capital in particular,
in the span of the five years. Capriole Group, with up to 30
years of experience, is one of the Egyptian companies that
managed to establish strong and distinguished trademark
outside Egypt, particularly in the United Arab Emirates,
where it executed works worth billions of Dirhams, namely
skyscrapers, hotels, plants and educational institutions.
On his part, chairperson of Capriole Group Eng.
Mohamed Mofeed said that the company picked this particular
timing to come back and start to invest in the Egyptian
market after it spent up to 30 years working abroad,
owing to its trust in the current political leadership that
executed huge developmental projects, the New Administrative
Capital to mention a few, and heeded the importance
of creating investor-friendly climate. The way governmental
bodies are handling investors has changed drastically, with
constant contracts and prompt responses to investors’
demands and problems being in place, he asserted.“The
company is keen to transfer its expertise in renovation and
reconstruction to the Egyptian market, through rolling out
remarkable products commensurate with highest reconstruction
and technology standards and capable of adding
value to the market.”
In the wake of its success in carrying out prestigious
service projects in areas of education and industry, the
company opted to enter the Egyptian market to replicate
that success and to enjoy the latter’s growing demand for
services.
Chairperson of Capriole Group referred to the launch of
two subsidiaries, one for running commercial and administrative
facilities and the other for contracting.
As regards its existing investments in the Egyptian market,
Capriole Group is executing two projects in the New
Administrative Capital, LINX complex and a 12,000sqm
school, he added. LINX is a commercial, administrative and
medical complex consisting of 12 floors with 2 basements.
The first basement and floor encompass 51 commercial
units; the 2-9 floors include 280 administrative and medical
units at investments worth EGP1,5 billion, he elaborated.
The company has finalized all procedures, including
the issuance of ministerial decree and licenses. Constructions
kicked-off and the project is due to be marketed
next August, he explained. “The company was keen not to
market the project unless a large chunk of constructions is
completed so as its credibility can take root in the market,
as delivery is scheduled to start in the span of 3 years.”
Capriole Group awarded the designing and engineering
consultancy to Abu Dhabi-based Architecture & Planning
Group (APG) which has 30-year experience and carried out
architectural and engineering landmarks, he noted.
Capriole Group signed a contract with MREC to run the
commercial section at the company and to promote LINX.
Misr Italia Properties achieves EGP 2.5 billion sales First Half of 2021
Misr Italia Properties (MIP), Egypt’s leading real estate developer,
has announced its record EGP 2.5 billion sales in the
first half (H1) of 2021. The company is targeting to achieve
total sales of EGP 4 billion throughout the year despite the
novel coronavirus outbreak as part of its strategy.
The robust sales during the first half of 2021 reflect
the outstanding performance and the appeal of the
company’s projects to the clients. Moreover, it
demonstrates the resilience and stability of Egypt’s
real estate sector and its capacity to overcome challenges
related to the Covid-19 pandemic ramifications.
Misr Italia Properties has also finalized new
deals with major contractors worth more than EGP
500 million to speed up the construction process in
its projects.
With an outstanding portfolio of various projects and
operations in Egypt and a significant business strategy aimed
at long-term success, Misr Italia Properties aims to secure
contractual sales of EGP 4bn in 2021, through its unique
projects including Cairo Business Park, Il Bosco, Vinci and Il
Bosco City.
“Achieving these remarkable sales during the first half
of 2021 is a major accomplishment for the company that
confirms our clear strategy, supported by a solid economy,
which is a genuine rebound following the end of the peak of
the COVID-19 pandemic,” Mohamed Hany El-Assal, CEO and
Managing Director of Misr Italia Properties said. “Misr Italia
Properties was keen to achieve the ultimate goal of gaining
customer confidence by adhering to the scheduled
timeline for implementing the projects,” he asserted.
With unrivaled high-quality standards, Misr
Italia Properties recently launched new phases
in some of its top projects such as the launching
of Cairo Business Park’s new phase “Allure 2.0”,
sprawling over an area of 18 acres and providing
business units ranging from 60 to 290 sqm, with a
competitive installment plan that can be extended up
to six years. Furthermore, it unveiled two new phases, of their
mixed-use and integrated community IL BOSCO City in New
Cairo, under the name of “La Natura” and “la Valle”, with various
residential unit types ranging between stand-alone villas,
twin houses, townhouses and appartments. The two phases
offer 220 units ranging from 218 to 282 sqm, with attractive
installment plans and only a 5% down payment.
JULY-AUGUST 2021
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et Around Town
“Castle Development” is taking confident steps in “Castel landmark”
project as the construction is working parallel in all phases
Castle Development, a real estate company that focuses
on developing high-value residential, commercial, and
administrative projects in Egypt, has recently organized
a media trip to its flagship project in The New Administrative
Capital; Castle Landmark, inviting high-profile
journalists and media specialist to a visit sites of “Castle
Landmark” and “Castle Gate” mall to see the latest developments
and progress of construction work happening
in all phases according to announced delivery schedules.
Construction in phase I reached 85% this phase
includes 476 units, phase II is 35% finished, while phase
III is 5% finished, while the digging process is finished
in phase IV. Delivery for phase I should take place in
August 2022, phase II is scheduled the first quarter of
2022, and phase III after 6 months from phase II whilst
full project will be delivered by the end of 2024.
“In Castle development, the most important thing we
care about is trustworthiness and transparency with our
clients. We are keen to deliver our clients the best quality
on the scheduled dates. Our top priority is to provide
our clients with high-ended projects and to execute our
plan on time, that’s why since we started Castle Landmark
we increased the work capacity to the maximum
to adhere to the schedule we promised our clients.” Said,
Eng. Ahmed Mansour CEO of Castle Development.
Explaining the plan, Mansour added: “We had several
challenges during the last period due to Covid-19 crisis
and its effect on all projects, however, we focused our efforts
towards Castle Landmark to continue the construction
plan and here we are today sharing with our clients
the progress we achieved hoping to meet our clients’
expectations and to contribute positively in the Egyptian
government’s comprehensive urbane plan, hence will
reflect on Egypt’s image world-wide, especially when it
comes to The New Administrative Capital, the national
new project which has huge influence on the foreign
investments in Egypt.”
Castle Landmark with investment of EGP 3.7 billion,
the project introduces an integrated, smart residential
compound, which runs on solar energy that feeds 70%
of its overall area. Ideally located on R7 site in the New
Administrative Capital, 81% of the project’s landscape exhibits
green areas allowing residents to enjoy the peaceful
suburban lifestyle adjacent to the city’s Green River
over 43 acres. And for the first time in Egypt; the project
contain parking over the total land space, to facilitate
the traffic and provide the premium quality to its residents.
Castle Landmark includes Castle Gate mall which
is constructed over 20 acres with total 196 administrative
and commercial units, work started in Castle Gate with
OKOPLAN Engineering Consultations contracted by
Castle Development to design the Mall.
Appointment of New Leadership to drive Maxim Investment Group towards a New Strategic Direction
Maxim Investment Group announced the appointment of
Mohamed Samir El Sayed as the CEO to assume the responsibility
of standardizing functional processes across the
business; driving growth, both organically and through joint
venture; and directing the group’s expansion across the sectors.
In conjunction with this announcement, Maxim Investment
has also announced the appointment of Alia
Nagdi as Group Chief Marketing Officer responsible
for molding an integrated approach for the core
real estate business, hospitality platform initiatives
and loyalty strategies; with both Samir and Nadgi
aiming to work hand in hand towards accelerating
the implementation of the group’s expansion plans
and growth strategies.
Speaking on the new leadership structure Mohamed
Karrar, Chairman of the Group, explains that “the addition of
Samir and Alia is a milestone in initiating the Group’s strategy
of strengthening its team for growth, bringing on board key
talent from across the wider property and hospitality sector
as it seeks to capitalize on its core capability in residential and
hospitality development and establish a diversified investment
business. The new growth strategy in the post-covid period
confirms our desire to rebalance readjust our priorities and
build a well-balanced investment portfolio with a focusing on
achieving operational excellence and improving our customer’s
experience.”
El Sayed brings to MIG an extensive experience with a
proven track record of innovation and success within the development
and hospitality industry, where he spent nearly
two decades in diverse senior level roles at a number of
major organizations in the UAE. During that time,
he has supervised the launching of over 17 hotels
and was responsible for managing over 23 Hotels
and Residences in the UAE, Egypt, Saudi Arabia,
Turkey and Bahrain; in addition to leading teams
of over 3000 employees. During his career, Samir
has achieved recognition holding a number of awards
in his field for his innovative strategies involving digital
with the aim of improving customer experience, and expanded
key partnerships to bring improved services to customers.
El Nagdi has over 25 years of commercial management
expertise in the Hospitality and Real Estate Development Industries
to the leadership team, having played a pivotal role in
growing multiple private equity-backed companies in the field
driving commercial and operational strategies across leading
companies in the Real Estate and Hospitality business.
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Around Town et
Toyota Egypt Drives Digital Experiences
for Millions of Customers
GLC Paints - We are proud of our contribution
to Seif Eissa’s winning the Olympic bronze
Toyota Egypt Group, the sole distributor for Toyota
Motor Corporation products and one of Egypt’s largest
automotive distributors, has recently announced a digital
transformation partnership with global technology company
SAP; to drive new levels of customer experiences.
“As Egypt’s automotive market kicks into high-gear
after the pandemic, customers expect automotive dealers
to fully integrate sales, services, and spare parts. According
to the Automotive Marketing Information Council
(AMIC) Egypt, about 168,000 passenger vehicles were
sold in Egypt in 2020, a 32% increase from 127,000 in
2019” declared Ahmed Monsef, CEO, Toyota Egypt
Group.
“Toyota Egypt counts more than 10 showrooms &
service centers, with more than 850 employees. Supporting
automotive innovation, Toyota Egypt is working
with the SAP channel partner Edraky to advance a
group-wide digital transformation agenda. Thanks to our
digital transformation with SAP, Toyota Egypt can gain
the timely insights. The raft of real-time solutions will
enhance both customer & employee experiences, attain
higher levels of customer satisfaction, add digital revenue,
replace manual processes, with a high synchronization
between different departments to enhance the work performance”,
added Monsef.
“Toyota Egypt counts among the very first automotive
companies worldwide to adopt the SAP S4/HANA
for Automotive real-time business suite. In the highly
competitive automotive industry, Toyota Egypt shows
how digital transformation into an Intelligent Enterprise
can optimize costs and time – from shipping vehicles and
spare parts to aftersales services”, stated Hoda Mansour,
Managing Director, SAP Egypt and New Frontiers.
“SAP is exchanging global best practices to enable
Toyota Egypt’s new digital business models, especially in
e-commerce; with a Vehicle Sales and Services Suite coinnovated
by Swiss firm Proaxia Automotive Solutions.
Toyota Egypt will also deploy the SAP Customer
Experience suite to power seamless and personalized customer
experiences across channels, and the SAP Analytics
Cloud solution for end-to-end organizational analytics”,
explained Mansour.
The German-Lebanese Company for Industry - GLC
Paints expressed great pride for its contribution to the
success of the Egyptian champion, Seif Eissa, who achieved
a bronze medal at the Tokyo 2020 Olympics. Eissa won a
bronze in the -80kg category in taekwondo competitions.
GLC Paints has been providing support and care to Eissa
since February 2018 as part of its role in promoting social
responsibility.
The company said that its decision to sponsor the player
was because of its strong belief in Eissa’s promising talent
and confidence in his ability to make achievements and
raise Egypt’s name high, believing that Eissa could achieve
an Olympic medal.
GLC paints added in a press statement that Eissa was at
the best of thought and succeeded in achieving the dream
and crowning an Olympic medal. The company asserted
that Eissa still has a lot to accomplish in the future, raising
the name of our dear homeland, Egypt.
Mercedes-Benz
Egypt Announces
New President &
Chief Executive
Officer
Mercedes-Benz Egypt announces Gerd Bitterlich as the
new President & CEO of the company succeeding Thomas
Zorn effective July 1, 2021. Gerd is a German citizen and
has more than 30 years of international experience in the
automotive industry across various areas such as business
development, finance, retail operations, dealer development
and sales and marketing. Prior to his new role in Egypt,
Gerd served for over 4 years as Vice President & CFO of
Mercedes-Benz in Korea, the fifth biggest Mercedes-Benz
passenger car market globally. He had two consecutive assignments
in China, as General Manager Eastern Region
China for Mercedes-Benz passenger cars during 2011 - 2013
and as Vice President & CFO for Mercedes-Benz Vans China
from 2014 - 2016. From 2007 to 2010, Gerd held the position
of CFO of Mercedes-Benz Own Retail in Luxembourg.
Before 2007, he held various senior management positions
at Mercedes-Benz Global Headquarters and Mercedes-Benz
Bank in Stuttgart/Germany. Gerd’s vast international experience
and vision will play an integral role in the further success
of the Mercedes-Benz brand in Egypt.
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et
Parting Shot
Russian Tourism to Egypt to Resume
Russian tourism to Egypt is expected to resume this summer,
said Russian ‎ambassador in Cairo Georgiy Borisenko during
a recent visit to Hurghada. ‎Speaking at a press conference, Borisenko
said that Russian aviation ‎authorities are working on
the return of flights to Hurghada and Sharm el-‎Sheikh after a
six-year hiatus. The ambassador praised the anti-‎coronavirus
efforts made by the Egyptian government and precautionary
‎and security measures taken by the Sharm El-Sheikh and
Hurghada ‎airports to increase safety for arriving tourists.‎
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