Latest news with #Marakez
CairoScene
22-05-2025
- Entertainment
- CairoScene
Saudi Label Abadia Is Hosting Its First Pop-Up in Egypt
Hosted at Villa M by Marakez, the pop-up is a celebration of cross-cultural design, wrapped in linen, rhythm, and good company. May 22, 2025 Saudi fashion house Abadia is making its Cairo debut — and it's doing so in style. On Saturday, May 24th, Zamalek's Villa M will play host to the label's first Egyptian pop-up, transforming the space into a fashion-led gathering of music, craft, and conversation. From 2pm to 8pm, guests will preview Abadia's signature silhouettes before the space opens to the public. Known for its minimal designs, the brand fuses traditional Saudi craftsmanship — from Sadu weaving to Naqda embroidery — with clean, modern tailoring. The result is a design language that nods to heritage without being weighed down by it. The event promises a tad more than just your average fashion forward line-up: curated bites, cocktails, and a soundtrack to match. There are also whispers of a few surprises planned for the afternoon — the kind of thoughtful flourishes Abadia is known for. Hosted at Villa M by Marakez, the pop-up marks more than a commercial expansion. It's a celebration of cross-cultural design, wrapped in linen, rhythm, and good company.
Campaign ME
20-05-2025
- Business
- Campaign ME
How brands use design marketing to create immersive, branded experiences
In today's hospitality and lifestyle landscape, design has moved beyond ornamentation – it has become a powerful tool within design marketing, serving as a language of emotion, memory, and identity. It's not just about aesthetics – it's about storytelling, differentiation, and creating lasting emotional resonance. Whether through the ambiance of a dining venue or the craftsmanship of a finely made piece of jewellery, design embodies a brand's values and shapes how it connects with its audience. Two recent projects – the launch of MYATA Platinum and Azza Fahmy Jewellery's upcoming clubhouse – exemplify how brands are using design to anchor their positioning and deepen customer engagement. From space to story Ekaterina Korsunova, CMO of MYATA Platinum, comments, 'Design innovation has evolved into a powerful strategic tool for brand communication in the high-end hospitality sector. These days, guests' perceptions, memories, and long-term connections with brands are directly influenced by mood, ambience, and sensory design.' MYATA Platinum, the world's largest 3D-printed restaurant, opened in Dubai in April with interiors designed to captivate both influencers and guests. It's a space engineered not just for dining but for organic digital storytelling. Korsunova comments, 'Without a single spoken word, the area tells a story of brand identity. Instead of being just a 'beautiful picture', the area itself becomes a media format that inspires organic UGC. Through what might be called architectural storytelling, this distinction supports our overall marketing strategies.' She adds, 'When the venue itself turns into a personal memory rather than merely a service encounter, that is when actual brand value occurs – the transition from a transactional to an emotional experience. The ambience creates a sensory story that goes beyond décor. Instead of leaving with the statement, 'I ate there,' guests will say, 'I was there.' Emotionally and sensory-rich surroundings are quickly emerging as the new standard for branding.' Expanding brand identity through immersive spaces Across the region, we're seeing jewellery brands extending their design language beyond products into immersive spaces. In a collaboration with Marakez, Azza Fahmy Jewellery will unveil a signature beach clubhouse at Ramla in Ras El Hekma, a destination that fuses contemporary refinement with Egyptian heritage. Launching in Summer 2026, the Azza Fahmy Ramla Beach Clubhouse will be a multi-sensory experience that blends architecture, craftsmanship, and curated storytelling across 750 sqm of indoor and outdoor space. This marks a bold step for the brand – expanding from jewellery into spatial design with a project that is set to redefine what coastal luxury means in Egypt and the region. Fatma Ghaly, CEO of Azza Fahmy Jewellery, shared, 'By blending our cultural heritage with contemporary design, we aim to celebrate the essence of Egyptian identity in this stunning coastal setting. Azza Fahmy is an Egyptian design house that celebrates cultural narratives and craftsmanship, and this partnership allows us to expand our vision beyond jewellery.' She continues, 'With our upcoming beach clubhouse in collaboration with Marakez, we're expanding that philosophy beyond jewellery into a physical space that reflects the same design ethos and brand identity.' Basil Ramzy, CEO of MARAKEZ, commented, 'The Azza Fahmy x Marakez collaboration will not only enrich Ramla's identity but also reinforce our commitment to thoughtful development and demonstrate how design can elevate the way people connect with their surroundings.' Azza Fahmy Jewellery's upcoming Ramla Beach clubhouse translates the brand's design language into a spatial experience. Drawing from its use of intricate motifs and historical references, the space is being developed to reflect the brand's commitment to storytelling and craftsmanship. From architectural details to sound and culinary curation, the environment is designed to engage multiple senses, aligning with the brand's longstanding focus on cultural expression. Ghaly adds, 'Our audience has always been deeply connected to culture. For this project, we're speaking to individuals who seek more than just a seasonal destination — they're looking for meaning, beauty, and a sense of belonging. It's the same community that has supported our brand over the years: creative thinkers, tastemakers, and design and cultural enthusiasts. People who appreciate heritage but also crave innovation. That's who this beach clubhouse is designed for.' The power of design marketing Whether it's a dining venue or a branded clubhouse, the goal is the same: to offer more than a destination — to deliver meaning. In this evolving context, design marketing plays a critical role in shaping how spaces communicate brand values and build emotional connections. As Korsunova aptly puts it, 'Value + Emotion + Meaning + Differentiation = Brand Power is the new formula that defines marketing success in the modern world.' She adds that materials, lighting, and spatial planning — all become marketing tools for emotional engagement. It's a move towards spatial branding, where guests don't just consume but participate. As brands double down on sensory design, the formula for success is changing. Design is no longer enough – emotion is the new currency.
