Business Today Egypt | October – November 2023, Special Edition

Stop Watching, Start Living:
Mountain View’s Interactive
Venture, ALIVA, Unveils Itself with
Mo Salah as the Face of the Campaign
Building on its journey with the sole purpose of revolutionizing
the real estate industry by adopting a unique strategy
that stands on happiness and innovation, Mountain View
introduces its biggest real estate project, ALIVA, with a
campaign starring none other than the global Egyptian megastar, Mo
Salah, under the slogan “Stop Watching, Start Living.” ALIVA occupies
a paramount position within Mostakbal City, occupying the largest
developer land area and enjoying a strategic location that is directly
accessible from Eastern Ring Road, 10 minutes from Suez Road, 19
minutes from Mountain View 1, 17 minutes from MV Hyde Park, and
around 20 minutes from the AUC.
Being a forward-thinking real estate developer who is always setting
new trends and exceeding all expectations, ALIVA is a true depiction of
Mountain View’s vision of “Bringing Life to Land and Spreading Happiness
Around Us.” Spanning over 638 feddans in New Cairo, ALIVA
emerges as a vibrant urban utopia that thrives around the core concept
of being present in every moment. With an investment of approximately
EGP 140 billion and around 12,000 units, the project introduces
five innovative and engaging experiences across nine parks operated
by the Lighthouse (an experiential happiness destination and community
development hub) designed to cater to the diverse aspirations of
individuals for personal growth through a wide range of activities and
workshops.
Inspired by the very essence of the word “alive,” ALIVA catalyzes an
engaged community ethos, actively promoting participation and interaction
over passive spectating. This innovative approach creates a pervasive
ambiance of vitality and sociability across the exceptional nine
parks incorporated within the project: Fields Park, River Park, Lagoon
Beach Park, Club Park, Mountain View 5, Mountain View 5.1, Central
Park, HeartWork and WonderVille.
Mountain View has provided a glimpse of ALIVA’s philosophy and
how the city aspires to enable its community to step down from the
spectator’s seat and experience life firsthand in order to show its residents
what it means by “Stop Watching, Start Living,” employing a
remarkable AD campaign narrative featuring one of the era’s most
consequential figures, Mo Salah. The AD campaign was successful in
conveying a powerful message that demonstrates how ALIVA is the solution
to the modern real estate conundrum of offering real estate
projects that include both high-quality housing units with stunning
views yet, engaging family-friendly experiences.
Through the AD, Mountain View unveiled two of its recently
launched new experiences: Fields Park and River Park. Fields Park will
indulge Mountain View families to partake in an authentic gardening
and agricultural experience at the project’s core, culminating in
a genuine farm-to-table gastronomic dining experience. River Park,
which takes its cues from the Canal of Amsterdam, offers a diverse
range of lively and engaging experiences. Some of those vibrant experiences
are kayaking, which can be used for training as well as an
environment-friendly means of transportation within the park; cycling;
yoga sessions on a wooden deck, and portrait sketching on the
parks’ iconic bridges to elevate the overall canal-centric experience
within the community. Through such mesmerising activities, River
Park brings the waterfront living experience to the heart of the city.
What is more interesting is that ALIVA fosters a 100-step forwardthinking
administrative hub, “Heartwork,” built on the revolutionary
concept of the four pillars of happiness: heart, mind, body, and soul,
for an integrated, lively experience. Furthermore, the fully integrated
city has a wide range of amenities, including mosques, “Wonderville,”
the experiential retail zone, in addition to an exquisite club dedicated
specially for watersports activities, as well as MV Club, which is
distinguished by its vibrant courts and play zones, emphasizing the
principle of “Everyone Plays.” These trailblazing products, with their
innovative concepts, are seamlessly integrated into the ALIVA project
venture to achieve meaningful happiness and promote the development
of healthy and happy communities.
With an illustrious presence in the real estate realm spanning 18
years, Mountain View embarked on its mission to reshape the Egyptian
real estate landscape. ALIVA, the latest jewel in its crown, builds
upon the immense success of its iCity project, underscoring Mountain
View’s unwavering commitment to introducing new real estate
concepts that transform the real estate market. Mountain View managed
to achieve this transformation by applying the Science of Happiness
and leveraging cutting-edge technologies and bespoke experiential
offerings tailored to serve the evolving demands of its customers.