VOL 8 ISSUE 1 2015
KSA SR 25 KUWAIT KD 2.50 BAHRAIN BD 2.75 QATAR QR 30 UK £ 6.5 JORDAN JD 7.5 LEBANON LL 20,000 MOROCCO DH 75
THE ULTIMATE DESTINATION FOR YOUR DESIGN INSPIRATION
CREATIVITY
ON CLOUD 9 What’s HOT at
EGP 20
Le Marché XXXV A RADICAL HOTEL MAKEOVER by Hachem
and Heavenly Home Solutions from hülsta
Azza Fahmy
Celebrates 45th Anniversary 1
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FABRICS AND CURTAINS
WAIT FOR OUR NEW COLLECTION CHECK OUR NEW CURTAIN DESIGNS & TRIMMINGS
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Heliopolis T +202 22568132 I 22568205 I 22568215 32 Nehro Street, Heliopolis, Cairo, Egypt.
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M 0122 232 9220
Mohandesine T +202 33058922 I M 0120 442 6667 30 Geziret El Arab Street, Mohandesine, Cairo, Egypt. Downtown Mall New Cairo M 0122 297 7537 info@sedacollection.com
www.sedacollection.com
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Check out our
New Collection 2015 14
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Rattan & Cane Manufacturers
195 Ramsis St., Cairo, Egypt T (02) 2590 0738 - 2590 2049 F (02) 2591 0093 E bambooanto@gmail.com
www.bambooanto.com
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The Latest in Home Appliances
7 REASONS TO BUY FROM US:
• Serving the Maadi – Heliopolis – Mohandessin & Zamalik Communities since 1979 • Competitive Price • Major supplier for Embassies, Hotels ,etc • Open 7 days a week • We carry latest models in: Fridge’s, Stoves, Washers, Dryers, TV’s Sound System, Digital Systems, etc • We accept Major Credit Cards • English Speaking Staff
BRANCH 1 23 Al Nahda st., cross of street 6, Maadi, Cairo T 2380 8444 | 2380 8555 | 0122 353 8666 BRANCH 2 15 Street 153, Maadi, Cairo T 2359 4257 | 2359 5745 | 0100 000 3310 BRANCH 3 10 Nawal St., Doki, Mohandessin T 3761 8168 BRANCH 4 Al Ain Swan front of KFC, Al Ein El Sokhna T 0122 442 4424 sales@e-futurehome.com www.e-futurehome.com
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Director’s Note
Chairman Enass Mohamed Sleem Alkhair Managing Director Jessica Yeramian Editor in Chief Wael Mongy Editorial Department Nader Ramadan International Content Researcher Maha El Masry Art Director Maged Boutros Sales & Marketing Manager Maged Othman
Dear Readers, We have, at last, arrived at the beginning of a new year. And with new beginnings, we must reach new levels of creativity. The wheel of innovation is always turning and with it we must push ourselves to question the previous models we have designed, whether it’s a chair, sofa, or even something as small as an ashtray. New times also call for new challenges. Though strictly from a commercial perspective things may be improving, new ideas are not yet flowing, as they do in European design capitals. As one designer which we conversed with told us, we are in the midst of a ‘civilizational crisis’. Every year we see the same models being spoon fed to consumers. Without the spirit of innovation and the youthful drive for reform, we can never compete on a global level. So as design journalists, we call on the whole design community to go back to the drawing board and push the boundaries between the reality and imagination. We need a national wakeup call! With that in mind, dear readers, I would like to wish you a happy and successful 2015! Best Regards,
Managing Director
Jessica Yaramian
Sales Executive Mohamed Hassan Design Contributor Arch. Karim El Hayawan Assistant Managing Director Raghda Moustafa Assistant Dist. Manager Ahmed Abdel Salam Distributors Ahmed Gamal Sherif Hussien Financial Department Hatem Ghandour Ahmed Galal IT Manager Osman Afifi Printing Sahara Printing Company Distribution ASK for Supplies and Services Now sold at all Al Ahram and Al Gomhuria news stands. ............................................................................................ HEAD OFFICE 65, 263 St., New Maadi, Cairo T & F 25192627 M 0106 2716271
ASK Magazine is Alsharie Alarabi publications Limited Registered in England & Wales Ltd. Registration 4265325
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www.truematrix-t.net MAIN SHOWROOM Badr Towers, Building No. 10 beside Carrefour, Maadi, Cairo. M 0102 7078 800 T 2310 30 57
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info@truematrix-t.net sales@truematrix-t.net
JANUARY/FEBRUARY 2015
Hotels Semiramis Hotel (Down Town) – Le Riad Hotel De Charm (El Hussien) - Sheraton Cairo Hotel (Dokki) - Renaissance Hotel. El Obour City Le Café (Golf City Club) - Bakery Marriott (Shell Station) - Baraka Optics. Egypt Air Pick up your copy from Business and Economy lounges in Dubai and Paris Lines (Egypt Air)
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CONTENTS
Local
Kitchen & Bathroom
Architecture
Lighting & Product
Interior & Furniture
Coverage & Press Release
JANUARY/FEBRUARY 2015
30 36 INTERIOR & FURNITURE 20 From Dire to Most Desired… Hachem’s Makeover of the Adelphi Hotel / 36 A Taste of De Zalze / 52 hülsta’s New Formula for Home Living / 58 An Abode in the Big Apple
LOCAL
30 Azza Fahmy Celebrates 45th Anniversary / 42 Le Marche XXXV Celebrating Over Three Decades of Perseverence / 48 Kitchens & Co. Taking Kitchen Customization to the Next Level at Le Marche XXXV / 68 SnapShot Diaries: Youthful Jubilance in a World of Juxtaposition / 70 Turning Design into a Career….Transforming into A Competitor
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KITCHEN & BATHROOM
64 A Household’s Natural Spring
LIGHTING & PRODUCT 24 Introducing Illumina
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PRESS RELEASE
Ezz Elarab
THE ULTIMATE DESTINATION FOR YOUR DESIGN INSPIRATION
LAUNCH ASTON MARTIN IN EGYPT
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zz Elarab Automotive Group, www.ezz-elarab.com, the sole agent for Aston Martin in Egypt has launched the exclusive Aston Martin brand in Egypt. The introduction marks the first time the renowned British luxury car brand has been offered in Egypt and highlights Ezz Elarab’s commitment to bringing one of the world’s most iconic brands to the Egyptian market. Eng. Hesham Ezz Elarab, President of Ezz Elarab Automotive Group of Companies noted, “Aston Martin is one of the world’s most iconic and timeless brands and renowned car manufacturers. With a rich 101 year history producing some of the industry’s greatest sports cars, Aston Martin is synonymous with luxury and performance. It is testament of our continued commitment to offering Egyptian car enthusiasts’ unparalleled choice in the luxury segment and we are delighted to do so.” Available on order at Ezz Elarab’s main Abou Rawash showroom, Aston Martin presents an exceptional line-up, bringing drivers an exciting range of hand-crafted sports cars. All models reflect precision engineering, contemporary and cutting edge design, while preserving British heritage and craftsmanship. Classic models such as the Vanquish bring drivers Aston Martin’s most potent, quickest and fastest accelerating grand tourer yet while the Vantage Roadster is a pulse stirring iconic sports car, appealing with its inimitable style and exceptional performance. Famed for its elegant design, the timeless DB9 is at the heart of the Aston Martin range, while the Rapide S offers drivers ground breaking refinement in the form of the world’s most beautiful four door sports car. Effortless luxury and styling touches such as hand stitched leather interior trim add to each models’ flair. Reinforcing Aston Martin's commitment to customers across Egypt, Ezz Elarab has established a dedicated Aston Martin service center, while each model offers a number of bespoke styling additions by the brand’s blossoming personalization service: Q by Aston Martin. Hand built in England by seasoned master craftsman, Aston Martin is now available on order in Egypt through Ezz Elarab Automotive Group, Aston Martin’s exclusive agent in Egypt.
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INTERIOR • MODERN
FROM DIRE TO MOST DESIRED…
Hachem’s Makeover of the Adelphi Hotel
By Nader Ramadan Designed by Hachem Photography by Anthony Mok and Shania Shegedyn
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peration Hotel Makeover is underway as Hachem, a creative architectural and interior design studio based in Australia owned by Principal Fady Hachem, designs and refines Adelphi’s new hotel concept to reignite its luxurious flair and bring in more customers.
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Interior Designer Fady Hachem
Designed based on its new banner 'Engage your senses', it creates a sensual pad of visual ecstasy. Up to 2013, the Adelphi Hotel was in a free fall in terms of its business performance. Worrying that things were just about hit rock bottom, the new owners Dion Chandler, Ozzie Kheir and Simon Ongarato had decided that this stay needs a whole new look.
“An innovative example of the 'boutique hotel', the Adelphi combined stark, contemporary design elements with sensational features (such as its famed ninth-floor swimming pool, overhanging the bustling street below). For many years the Adelphi thrived but, when sold by original owners Denton Corker Marshall at the end of the 90s, a drawn-out period of decline followed,� said a press statement from Hachem. Tuning up a proper hotel is easier said than done, requiring an extensive brief based on market expectations and design implementation. Among them is good food, relaxing environment, and above all a stellar presentation of the hotel’s high standard services. Having an extensive portfolio of achievements, Hachem hit the ground running with its refined taste, redesigning the whole structure under tagline 'Engage your senses'. The hotel in whole was transformed into a visual dessert, a place where visitors and guests alike can pleasure themselves with all five senses. That it was!
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The hotel is almost surreal in its opulence, forming an alternative reality of sensual pleasure. “The result is a visual and experiential feast - sophisticated, detailed and rich with a touch of the whim and magic of a Willie Wonka wonderland,� said a press statement from the company. Its centerpiece is Om Nom, the decadent dessert-themed restaurant, but the references to exquisite treats, sensation and indulgence, are continual throughout the building: swinging lounges and feature armchairs, graphic carpeting, a dark and glassy ceiling that spans the lobby like shimmering melted chocolate. Eclectic furnishings present an array of texture, pattern, color and shape yet the final effect is not ornate or saccharine. All feature pieces are balanced by neutral walls and bedding, by modernist simplicity, by softness, space and greenery.�
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And when they used to sing the Candy Man Can in the old Willie Wonka movie, they really meant it. With a relatively tight budget to work with, not to mention deadlines to follow, Hachem managed to spruce up this place to restore it to its original glory based on a whole new
theme. Integrating the past and the present, this place has a bit of everything to offer, making the guests’ stay most ideal! First opening in 1992, Adelphi Hotel was an imaginative new hospitality concept which had caught the attention of many after its inception. Being a magnet for high-profile guests and celebrities from many places around the world it, Adelphi became the exemplary business model for boutique hotels of its time. Now with business doing better, Adelphi is thankful that they could not have found a more perfect match for their new design concept. Founded by Fady Hachem, the studio has grown to be a leader in innovation. Adding to his already impressive reputation among members of the media, some of Fady’s award-winning work has been featured on TV. Design to this studio is a collaborative effort which involves all members of the team. Together, they form a force stronger than Fantastic 4, complementing each other’s work in more ways than one. Based in Melbourne, the firm’s reputation has been taking them
everywhere both in and outside of the city as well as outside their home country, Australia. With an eye for style and a knack for innovative leadership, one could comfortable say that brand is the number one remedy that all hotel concepts need. It’s sweeter than sweet! Yes, the Candyman can!
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LIGHTING • CHANDELIERS
Introducing Illumina By Nader Ramadan Photography by Lorenzo Images courtesy of Tosconova
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Delfino lamps vogue sofa
Altea lamp lord chairs.
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LLUMINA, a world class lighting collection designed by Tosconova, restores the refined taste and value that chandeliers once had in the past with a new modern touch and simpler lines while maintaining a genuine classic touch. With its launch being the highlight for
last year during the Milan Design Fair 2014, ILLUMINA sets the scene for a modern approach for reviving a more contemporary interpretation of devoutly classic designs. 2014 has witnessed a great many things, from the ingenious creations of various product design firms to the new ideas of tomorrow’s urban planners. Designers think that they’re at the brink of running out of ideas, yet every at fairs all over the world they find that the world is engaging in a non-stop dialogue. Furnishings may only be only be one of Tosconova’s specialties, but along with that they chose to launch a whole new collection of glamorous chandeliers at last year’s Milan fair.
Signoria table chairs.
Eliza table chairs
Moore sofa various
Building on its previous creations, the ILLUMINA collection is a spectacular innovation when it comes to genuine chandeliers with its contemporary interpretation to classic detail and the way it just weaves itself into the visual language created by other elements in the environment. “Table lamps, floor lamps, wall lamps and chandeliers, entirely designed and engineered at Tosconova’s Research and Development department, according to the highest standards of custom craftsmanship,” said a press statement from Tosconova. “The ILLUMINA collection is made with the same care and attention to detail that Tosconova’s furnishings have always been known for.” Various items from this collection made their debut most notably Altea lamp, with its three level setup, extending downwards. With its straight lines and relatively minimalistic sleek shape, it creates a stunning attractive and luring lighting unit for those looking to go modern, yet staying very much with their classical identity. “With it’s unique capacity to carry out all phases of design and production in-house, from first sketches, to manufacturing, to shipment,
Tosconova is dedicated to the “madein-Italy” heritage of uncompromising quality,” said a press statement from Tosconova. “Tosconova’s state-of-theart woodworking department plays an integral role in the collections. Only the finest woods are sourced and selected. Our craftsmen employ time-honored handcrafted techniques that are the true mark of luxury.
Montalcino table.
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Bloom table various
As much as this Italian company merges the contemporary market’s tastes, it does still maintain its loyalty to the intricacy of its traditional older generation of products dating all the way back to the company’s inception in the 1960s. “Decorative embellishments are entirely hand painted by masters of the Florentine school. Their experience allows us to satisfy our client’s most particular requests. Tosconova uses only the finest materials including genuine gold and silver leaf.” Founded in 1965, Tosconova is fully-equipped world standard furnish solutions company, ranking as one of the finest in Italy especially in the classics. The company produces a wide range of home furnish products including classical and contemporary furniture as well as
light solutions, accessories, and other household items which add a touch of inspirational magic to any household. One thing that’s generally striking to the traditional hand craftsmanship of Tosconova is its attention to the fine details that really make all the difference. Such was, without a doubt, the fundamental component and driving force behind their success.
Oxford sofa divo table.
Vogue sofa tulipano chandelier.
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Ambiguous chairs various.
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LOCAL • JEWELLERY
Azza Fahmy TH CELEBRATES 45 ANNIVERSARY By Nader Ramadan Images courtesy of Azza Fahmy Jewellery
Celebrating almost half a century in operation, Azza Fahmy Jewellery throws not just a party for remembering the brand’s solid 45 years of success, but to tell the story that has ultimately led to its worldwide recognition from one little girl’s inspiration to a dream and eventually a reality and a name which has gone global, standing in Egypt’s name and asserting the richness of the country’s deep artistic tradition.
C
ommemorating 45 years of design success, Azza Fahmy Jewellery organized one of the most elegant events the Marriott Hotel Zamalek has ever hosted, attracting many far and wide who believe in the brand’s cause of reviving local tradition in the most stylish way. “It was a journey full of love and passion. For me, it was educational all the time. At the beginning, I knew that all of this was going to lead to something significant because all the
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time there was work being done that was both sincere and real,” said a festive Azza Fahmy at the event. It may have been a long, tough journey for Ms. Fahmy, but even the challenges have become an inspiration for her two young daughters Amina and Fatma Ghali to continue in the company’s longstanding tradition of innovation.
“It feels completely overwhelming. Even though I have been working officially for the brand since 2005, I have [actually] been working for this brand all my life because my mother was a single mother and
my
sister [Fatma] and I pretty much got drawn everywhere to exhibitions, to
workshops…etc.
To see the team’s efforts and how this brand has shifted over the last 45 years from a one-woman show into the foundation it has become. It’s complete amazing.” Amidst the calm sounds of the hard and flute, visitors feasted their eyes on how it all began when Azza Fahmy at a young age was inspired by a book and sprouting from that inspiration came the dream to build a world-class jewellery brand, now attracting many men and women all over the world.
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Showcasing the company’s Mini Series Collection, visitors were given a chronological overview of the company’s entire portfolio, displaying a myriad of different styles and techniques from early Ottoman intricacy to ancient Egyptian extravagance. “Each piece in the luxurious ‘Mini Series’ has been re-mastered and has undertaken an artistic voyage of re-creation of Azza Fahmy Jewellery’s memorabilia through the hands of more than 200 skilled artisans,” said a press statement from the company. “Capturing the spirit of Azza Fahmy Jewellery through an opulent selection of precious stones and time-honored craft techniques, the collection reflects the brand’s enduring passion for art.” On the event’s attendance record were some of the country’s movers and shakers in art and culture as well as prominent figures in design, including Adam Henien, who around a year ago, officially opened his own museum of sculptures and art works.
From a young age, the young Ms. Fahmy showed interest in jewellery and took a provocatively innovative turn. After graduating from the Faculty of Applied Arts, her discovery of a book inspired her to dive headfirst into the hands-on experience that the workshops in Khan Al Khalili have to offer. Eventually, the British Council granted her a scholarship so that she could continue her education.
The Mini Series Collection is an cross section of Azza Fahmy's merits for the past 45 years, representing leaps of design ingenuity, creative thinking, and functionality.
The Azza Fahmy brand has also expanded on educational initiatives recently opening The Design Studio by Azza Fahmy which offers both theoretical and practical workshops to build the next generation of industry professionals. All these efforts are coordinated in collaboration with experts from Alchimia Florence (in Florence, Italy) to guarantee the service’s international credibility and recognition as well as its high quality. The story is in essence the narrative of a woman on a mission, what could be described by many as an unstoppable force. That being combined with the love and passion of the trade could better be thought of as a style locomotive.
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Ideal Standard DEA - NEW COLLECTION
SHAPES TO INSPIRE Dea’s wide selection of beautifully proportioned, distinctively curved, slimrimmed ceramics gives you plenty of scope for creating an individual yet harmonious look in your bathroom.
Vessels, vanities and totems, toilets and bidets: the high-end pieces come in different sizes and gloss white finish, so you are sure to find a solution that suits your taste and space.
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DESIGN WITH FEELING Recent design trends have accustomed us to a cool, angular aesthetic in the home – but the future is warmer and softer. It’s time to put the emotion back into our surroundings. Curved yet controlled, inviting yet elegantly poised, Dea’s beautiful lines offer a perfect balance of chic, high-end design and pure pleasure. Choosing and using your Dea bathroom is a holistic experience, as every element works with you and for you to create an atmosphere of complete serenity.
When you fall for Dea’s sophisticated, soft styling, you can trust that every aspect of every piece has been carefully considered to make your life more comfortable and enjoyable. The Dea range reflects how you like to function.
Body-friendly rounded corners and slim rims; integrated ambient lighting; a Bluetooth sound system built in to mirrors; ingenious, spacious storage options to organise your basin area: it all adds up to an easy, uncluttered space with an air of calm indulgence.
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INTERIOR • RESIDENTIAL
A TASTE OF DE ZALZE
By Nader Ramadan Location: Stellenbosch, Cape Town Architecture by AA Interiors Architect: Mark Rielly Interior Architecture: AA Interiors Project Team: Mark Rielly, Jon Case, Clive Schulze Interior Décor by AA Interiors Project Team: Mark Rielly & Sarika Jacobs Key Furniture Supplier OKHA Interiors Photography by Adam Letch Images courtesy of Antoni Associates
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he eastern fringe of the Stollenbosch mountains could be the idyllic location to settle down, with its scenic views, serene natural beauty, not to mention its stylish homes. Antoni Associates (AA) designs a residence for a family with children integrating old traditional Dutch motifs with a modern, contemporary interpretation. The whole spectacle spells living it up and teeing life away on the golf course! Moving from Pretoria to Cape Town to settle in an idyllic residence on the eastern part of the graceful Stollenbosch mountains, the client couldn’t have made a wiser choice when approaching Antoni Associates to design their new home.
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Their place of choice this time was De Zalze and the Golf Estate, being the country’s most prestigious golf grounds to tee their way to relaxation. The area is also indulged with the finest forms of vegetation and natural fruit growth being nestled just outside Stollenbosch town itself, a historic area. “The clients’ brief was to ensure that when they occupied the house on their own that it was not too big and empty, however at the same time it also had to allow for the whole family and grandchildren should they decide to stay over,” said a press statement from Antoni Associates. “The decision was made to keep all the entertainment spaces as well as the master bedroom on the ground floor, with three additional guest suites on the first level. As the De Zalze design regulations only permitted a
single story, the guests’ suites were accommodated in the roof attics.” The first and most strikingly interesting aspect of this residence is its central courtyard which not only works to increase the spaciousness of the structure from the inside, but it also functions to generate cool air with a sustainable flow, particularly imperative for the hot season to save electricity. Also upon the client’s request, the main living areas of the residence were to be doubled in volume.
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De Zalze becomes the permanent location for one family to tee their way into a life of rest and relaxation... Additionally, architects used the concept of the traditional Cape Dutch Langhuis, giving all areas direct access to the front pool. The area nearby also includes a number of dining and living areas for the residents. In essence, the house leaves a lot of space for both outdoor and indoor leisure, given the active social life of the client, allowing them to entertain visitors as well as guests. Moving more into the residence’s interior design, colors included an allnatural palette using materials such as timber and stone. With this variety, the limed oak wood of the flooring mixed with the honey colored stone walls could only be complemented with black charcoal elements as well as chalky white finishes. Most intriguing in this case was the architects’ use of close interaction with outdoor space, creating an ideal
blend of natural elements within the more artificial, more technology based functional elements deeper inside. It sends the message that indeed modernity can be ‘weaved into’ the premises of what we perceive to be a ‘disorderly’ natural environment. All in all, architects aim to make order within the visual chaos that makes up our world, rendering this project a notable success.
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LOCAL • COVERAGE
Special thanks from Le Marche Manager Khaled Farouk to Le Marche Consultant Mostafa Ismail. Ayman Shams, Basem Soliman, Sherif Mansour, Ahmed Behery, Radwa Thabet, Hakam Rabie, Mostafa El Tobgy, Dina Salem. For the unappeared participants: Managing Director Ahmed Tarek, Hani Maher, Amira Attef
Le Marché XXXV CELEBRATING OVER THREE DECADES OF PERSEVERANCE
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By Nader Ramadan Photography by Nader Ramadan and Maha El Masry
ost revolutionary Egypt is beginning to take shape, and with it the furniture market about to recover once more. Though Le Marche XXXV attracted a substantially large number of visitors to the extent that park spaces were running out on the first day, what did exhibitors display that could potentially move and shake the way the average consumer thinks of design? Sifting through the commercial frenzy not to mention the killer deals, ASK Magazine tries to find what truly adds value to Egyptian design.
The Best Setting
SEDA’s booth was refreshingly original, giving customers a youthfully flowery display of its imported fabrics, most of which come from its European partners. With a light touch of gentle luminary arrangements, the booth comes to life with the front ends being the most attractive part of the spectacle. SEDA seeks to generate warmth out of the setup by inviting visitors inside its rich, opulent display of fabrics, upholstery, curtains and fittings only to be dazzled and overwhelmed with inspiration. Set design by Marianne George.
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The Best Product
Köşeler Mobilya may taste Turkish but with a team of professional Egyptian designers, they’re able to create a setup that is compatible to a demanding Egyptian market which is as appealing as it gets to local tastes. Köşeler stood out from the crowd for its tasteful use of color and modern quality, only to introduce both an aesthetically stimulating and functional outcome. In essence, Köşeler takes full advantage of the industrial superiority that suppliers outside have combined with the rich cultural tastes.
The Best Product
Dokan Boutique goes absolutely psychedelic, adding an interestingly youthful touch to furniture with high quality materials and fabrics reinforcing the spirit of new beginnings. Rather than being bland, modest and overrated, Dokan offers a locally produced alternative which is colorful, energetic, and stems from the most elegant aspects of Egyptian culture.
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The Best Booth
Above all, the goal of a successful booth at any furniture fair or exhibition is to recreate any typical home environment with its dynamic visual elements all in place, mimicking the same sensual experience as that of any space. When the curtains are rolled up, we end up with Shakieb Home as being the local winner, not only because of its authenticity as a space, but the rich intricacy in its classical oyma work. Shakieb Home has evidently hit homerun when it comes to demonstrating professional craftsmanship.
The Best Outdoor
Finally, when we turn to the Le Marche’s outdoor section, Bamboo Anto offers some of the country’s finest bamboo and rattan furnishings, fit with affordable prices and guaranteed durability. The company offers both quality and affordability in one go, making it the finest and most fashionable of the bunch.
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The Best Furniture
A relatively new face at this fair has shown up with a tasteful collection of furniture sets and chandeliers all set for a modern, elegant interior. Galaxy, being the first time it’s been featured as far ASK is concerned, has done an astonishingly excellent job this year, ensuring that visual consistency is demonstrated with all furniture pieces and accessories, combined together to create a cohesive sensual message.
The Best Furniture Mehrez-Krema, both a partnership and a marriage between designers Dr. Khaled Mehrez and Ms. Hanan Krema, showcased locally inspired pieces of furniture. Calligraphy this year is one of the designers’ first inspirations being executing within a living room setting, spreading itself through the shelving unit and the sofa material. The dining experience by contrast is a combination of neo-classical and modern sleek elements, in a chic rather posh manner. It all comes together making it a five-star experience which is why ASK chose this booth as one of the finest in the furniture sector.
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LOCAL • KITCHENS
Kitchens & Co.
TAKING KITCHEN CUSTOMIZATION TO THE NEXT LEVEL AT LE MARCHÉ XXXV By Nader Ramadan Images courtesy of EGOCOMM Photography by Shahira Sayed
Making its appearance for the first time, Kitchens & Co., a new kitchen design company, seeks to offer the Egyptian market unique kitchens and services with its one-stop-shop formula. Customizing all its kitchen sets to its customers’ needs, the company hopes to bring a more sacred quality to any kitchen, being the heart of every home. It made its debut at Le Marché last December only to attract many homeowners from all walks of life.
General Manager Osama Hishmat
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or the first time, the new and confident Kitchens & Co. made its first moves to introduce itself into the market at Le Marché, being one of Egypt’s most prestigious furniture and home solutions fairs in the Middle East. “Our vision for the local market not only encompasses kitchens,” General Manager Osama Hishmat says. “Our philosophy is to build a lifestyle from the kitchen, as a space for family and friends to get together.” Though many have said that the kitchen market in Egypt has one too many companies, Kitchens & Co. has successfully proved otherwise with its customized services and innovative business model. Having considered a number of reputable names within the European market, Kitchens & Co. finalized its decision to
work with three main brands, Cucine LUBE, Bauformat Küchen, and Faer Ambienti. “Our Italian manufacturer Cucine LUBE ranks as number one in Italian kitchen market and Bauformat Küchen is among the top ten manufacturers in the world. Together, they have a combined production capacity of 800 kitchens a day,” emphasizes Monda Mahmoud, Marketing Manager of Kitchens & Co. “Our real purpose here is to really understand what the customer is looking for in order to cater to their specific needs, especially since the kitchen is an integral part of every home, and every kitchen has its own personality. We’re introducing a new concept to the Egyptian market
with a strong focus on design. Our designs are made to reflect our client’s lifestyle and unique character. We want to remove the hassle that customers go through when designing and selecting a kitchen. Our designs take into consideration the activities that take place inside a kitchen and the surrounding environment, so we provide our customers with a practical, personalized space. No matter what style customers prefer, Kitchens & Co. offers a wide range of styles that can be customized to suit their individual taste. We also provide a variety of appliances in-store, so as a whole Kitchens & Co. can deliver a luxurious and convenient one-stop-shop solution to its customers.”
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On display at Le Marché was only two of the company’s sample kitchen sets designed specifically to be showcased at the fair, one traditional and the other contemporary. It served to demonstrate the company’s flexibility in designing a number of different styles and collections including Modern, Classic, Traditional, Minimalist, Contemporary, and Victorian. Yet, the possibilities are still endless! LUBE, for example, offers 50 different styles allowing designers to calibrate each and every kitchen to suite the individual preferences of a particular client. With complete customization, customers are free to choose the exact kitchen style they desire, with all the necessary cabinets and accessories so that it is fit for his/her lifestyle. “We fill a gap in the market because there is a unique philosophy behind our designs that is new to the Egyptian market. We provide innovative and very individualized design solutions for
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every customer that mix practical use with design” said Ahmad Aboshady, Senior Industrial Designer. When designing kitchens, Aboshady and his colleagues at Kitchens & Co. focus on three principle elements: the functionality of the kitchen (main activities), usability, and aesthetics. It’s based on listening to the clients and creating a close relationship with them
that designers extrapolate something that would be feasible for both the client and his/her household. Though as of now Kitchen & Co. is mainly based in Heliopolis, it’s also part of the company’s agenda to open more showrooms throughout Cairo in the near future to serve a wider pool of Egyptian consumers. It’s all part of their elegant way of saying Bon appetit!
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FURNITURE • MODERN
HÜLSTA’S NEW FORMULA FOR HOME LIVING
By Nader Ramadan Photography by Anne Dellman and Vogelsänger Studios GmbH & Co. Images courtesy of ESSENZ Public Relations and Hülsta-Werke Hüls GmbH & Co. KG (hülsta)
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iving space is not just a unit or area of real estate, but a lab for visual experimentation to test the limits of what design can really do. hülsta has released several new models for home living, creating out of open space, a functional household zone which complements the real meaning of what is defined as tomorrow’s home. Aiming to increase the functionality of living spaces, hülsta released some of the finest home solutions
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to redefine the modes of modern living, including MEGA DESIGN, NEO, MIOLETTO II, SERA, MULTI-FORM II and SCOPIA. Of the zones that could be considered most important within any living space is where the collective act of social consumption and conversation takes place. Yes, it’s the dining room in plain English, where people cut the turkey, crunch the corn, and sing Happy Birthday! It’s also the most important space where relationships can rekindle the flame that keeps them going!
Highlighting this importance of social living, the release of the company’s dining table ET 1900, measuring up to 335 cm in length, could be considered a huge step forward with its elegant contemporary design, impressively concealed extension mechanism hidden within the table top, and its rich natural oak finish. The table is available in white or wool white lacquer and would be make an ideal addition to any family home, especially for a fettar during Ramadan! This could not have been better complemented with others than the elegant D 27 upholstered chair (available for purchase with or without
armrests), which could be made out of number different frames as per the request of the buyer, whether it be structured out of beech wood, natural oak, dark stained oak or walnut. Stain steel finishes are also an option along with selection of a variety of different materials for upholstery. All natural wood solutions are the fundamental component of what makes the Dining collection unique, even with its modern, sleek design. Moving more towards living room solutions, the increased value that been has placed on creating efficient storage units has made MEGA-DESIGN a trademark that many radical anticlutter consumers have been waiting for. Most notably, the company’s production of innovative book bridges on its shelves and drawers with intelligent interior dividers for filing documents neatly. All of these components, along with its useful LED lighting filets to put focus on smaller decorative elements, have an amazing impact on creating a neater, more organized living room environment where residents can integrate organizational, entertainment, and cultural functions.
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The collection is almost antigravitational to say the least! The most miraculous aspect is its somewhat surprising floating effect, being suspending from the wall in an organized form or pattern without have any support from the ground. Time for bed? There’s no need to watch ‘Sleepless in Seattle’ late at night! The MIOLETTO II collection is most appealing for those looking for both comfort and design, offering a range of curved or straight bed units along with head cushions, intelligently designed add-on pedestals and corner solutions. There are a variety of other features to increase the comfort of the customer. How about your favorite novel before going to the sleep under the headboard’s ambient lighting unit? That’s not all, as bedrooms are after all one of the most multifunctional spaces within every household, especially considering the innovative potential demonstrated by the company’s MULTI-FORM II collection. Their wardrobes make use of every inch of space for the organizational purposes of the consumer. You can put your suits, dresses, ties, and that tuxedo you worked so hard to fit in to, all in space which respects their value. The company has yet to progress further down the line of functionality as real estate prices go up in Europe, so too do the prices per square meter. For the coming years, it can not only be said but also asserted that the
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company will have to investigate ways and methods for creating more modular design solutions in addition to technological integration that will save space and provide consumers with what they need given an even smaller area of space. For those interesting in buying hülsta’s products in Egypt, there is a showroom in Designopolis on the Cairo-Alexandria Desert Road, where all of it can be found and well-trained professionals are available for your assistance.
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FABRICS AND CURTAINS
Facebook.com/seda.egy
Heliopolis T +202 22568132 I 22568205 I 22568215 32 Nehro Street, Heliopolis, Cairo, Egypt.
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M 0122 232 9220
Mohandesine T +202 33058922 I M 0120 442 6667 30 Geziret El Arab Street, Mohandesine, Cairo, Egypt. Downtown Mall New Cairo M 0122 297 7537 info@sedacollection.com
www.sedacollection.com
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INTERIOR • RESIDENTIAL
AN ABODE IN THE BIG APPLE By Nader Ramadan Photography by Frank Oudeman Architecture: ODA–Architecture P.C. Interior Design: ODA–Architecture P.C.
Eran Chen from ODA Architecture got his big break this time when he designed a penthouse that is worth every penny. Located within close proximity between the United Nation and New York City’s East River lies one of Chen’s best interior works, using a combination of his client’s impressive art collection as well as other elements to tell a story, narrated within the very framework of luxury condominium in the Big Apple.
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t’s the city where only the most stylish survive. New York (aka the Big Apple) has become the ideal location for one family to settle down in. This high end habitat is no more than a cozy 18,000 square foot penthouse designed by Eran Chen (ODA Architecture) overlooking the the United National Headquarters and East River in Manhattan. Putting together this scene is not only just about the preps, but its also about the people factor as the architect states. “It’s quite a rare
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opportunity to be able to design a home for one family with the richness and scale of the art, furniture, materials and everything else. When you design a private apartment like this, as with every project, really… it’s all about the people who live here, and the tools that we have as architects to express who they are. Our strength is in the composition of all those diverse elements into something that is coherent and simple yet still retains these complexities within it.”
Chen uses an
artful sense of space to compose a
narrative which flows through the various zones of the premises.
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The apartment’s first and most important success is its mere size, making it one of the largest apartments in New York City, giving the viewer a 360 degree view of the whole urban sky lane. Housing one of the largest art collections in the world, it’s a space which tells a story about how one family moved to the city that never sleeps. Chen in that sense become more than just simply designer, but a visual biographer for his client, encompassing their lifestory within the design of the apartment.
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The interior echoes the complexity of human experience through the use of space, light, texture, and materials. Attracting visitors into this luxury condominium is its stellar entrance with an awe-inspiring garden featuring an elegant 30' water wall. The apartment is divided into a several modernly designed zones including an expansive 75' living and dining area followed by an Italian-style kitchen. With all the resident’s endless facilities, it also has a library, game room, day spa, home theater and recording studio, the way the professionals like it. The apartment uses the orientation of different spaces to its advantage, composing a compatible arrangement of all visual elements. “There are tools that we, as architects, use to compose. Space, light, texture, materials, color, technology…Architecture is simply a tool that expresses who we are as complex human beings, with so many diverse passions and elements to our personalities. Our homes and private spaces are a reflection of that.”
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Texture was also another key element in this particular project where designers chose specific materials for the purpose to enriching the spirit that was created in each zone as well as its relationship with the art works themselves. Overall, the space uses the best that the prestige of the area has to offer in addition to its pragmatic use of art as well as visual elements to create a cohesive space.
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BATHROOM • MODERN
MI14 DROP COLONNA Image courtesy of agape
A HOUSEHOLD’S NATURAL SPRING
By Nader Ramadan
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MI14 DROP VASCA Image courtesy of agape
MI14 DR Image courtesy of agape
t has been a year of experimentation without a doubt with Research and Development, focusing especially on creating innovative formulas for bathroom spaces. Product and product design has become a key element showing, and one could say almost patenting, the natural beauty and form that is portrayed within every single product. This article shows you how graceful it can be to be a witness to some of the 2014’s best bathroom products. It begs the question as to what’s in store for the coming year.
Each year design companies aim to produce a more viable to design for consumers to realize and fundamentally identify with. It’s an intellectual exchange of ideas that becomes the highlight for the coming year
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German-based Dornbracht has boiled the bathroom down to its very basics with the introduction of increased digitization and technical integration within the bathroom environment, as well as a whole new way to experience water with its new Sensory Sky. Who knows what they will come up with next? The company accurately describes the experience that they try to create for the consumer:
Dornbracht MEM Refinement Product concept and design: Sieger Design Photography: Stephan Abry Copyright: Dornbracht
Piano / Image courtesy of Toscoquattro
Piano / Image courtesy of Toscoquattro
Experience water as it springs out from its natural settings.
Images courtesy of Dornbracht
“The feeling of showering in the open air: The wide, flat rain panel has separate shower fields for head sprinkler, body sprinkler and rain curtain, a cold-water fog nozzle and light and fragrance functions. Sensory Sky provides a selection of three pre-programmed choreographies: READJUST sharpens the senses with mist, warm rain and a pleasantly soft dry forest fragrance. RELEASE is as cleansing and liberating as intensive summer rain – accompanied by a fresh, tropical-like fragrance.” The company released a host of other products including the Horizontal Shower, which offers a reclining shower unit, or even the Deque, which is a low basic watering unit from which water sprouts out in a horizontal line.
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Horizontal Shower Dornbracht Image courtesy of Dornbracht group
Additionally, digitization of the bathroom experience has led to the company’s new Smart Water philosophy, a new way which will outline the way bathrooms of the future will function. The philosophy that grows out of this is the idea that water is some sense sacred and hence consumers have to have designs which in some way venerate the true value of water. “Through the SMART WATER vision Dornbracht redefines our bath experience and transforms our time in the bathroom into an individual ritual,” said a press statement from the company. “A source of spiritual strength, water is a living element, one that connects us with nature, providing relief and greater vitality while purifying the mind. By being able to manipulate the pressure, temperature and volume
Sensory Sky Dornbracht 3 Image courtesy of Dornbracht group
of water with a simple touch, we can create different therapeutic effects on the body which can positively impact our mood and emotions.” Other companies this year have also chosen to showcase their creations in many different venues, thus you will find images of many different products and myriad of various ideas and design philosophies on this page. They say after all that there are many ways to Rome, so just take one of them!
Pivot Image courtesy of Dornbracht group
TARA ULTRA 212 V12 Image courtesy of Dornbracht group
eUnit Image courtesy of Dornbracht group
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LOCAL • PHOTOGRAPHY
SNAPSHOT DIARIES: Youthful Jubilance in a World of Juxtaposition By Nader Ramadan Photography by Arch. Karim El Hayawan
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veryone knows that photography is unique in its ability to capture the human situation within the frame of one portrait taken within a second. As the famous American artist and photographer Edward Steichen once said, “Photography records the gamut of feelings written on the human face, the beauty of the earth and skies that man has inherited and the wealth and confusion man has created.”
The human face is communication tool which adds volumes to expression; it’s a God-given gift to humanity. Facial expressions in essence are the foundational tools to understanding the subject (the character) and its setting. Yet sometimes it’s also interesting to contrast both the environment to the subject being a photographed himself. Such was the feat that was accomplished by Arch.
Karim El Hayawan, showing that human beings, even in the most dire of circumstances, can live in prosperity. So what is it that makes Egyptians, particularly young Egyptians, so content while living in the slums of Cairo, a situation which a great many would describe as inhumane? Going back behind his lens, Arch. Karim seeks to answer this question which strikes the hearts and minds of those who read about the dire everyday situation of average Egyptians.
Shot after shot, what becomes most apparent is that even a smile, stems from a social attitude, a common belief that justice in the end will be served. Egyptians have the common belief in tawwakul (trust in God), not only held up by Muslims but Christian communities as well. It is in this sense, that faith has indeed done a great service.
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What’s most interesting is the value placed in the attention being given to these people. It’s not only the fact that they are content, but it’s also the fact that others recognize the extent of their tribulations. When we look at the works of Arch. Karim, they were happy with even a single photograph. Robin
Williams was swarmed with media attention, yet had little to almost no recognition of his suffering and in the end committed suicide. Sometimes it’s not the attention that is most important, but the value and quality of attention that you get that really makes the difference. In this world of materialistic pursuits and Machiavellian mindsets, sometimes a simple photograph is all you need to start your year on a positive note! Most importantly, be thankful for what you already have. Happy 2015!
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LOCAL • PRODUCT
TURNING DESIGN INTO A CAREER… TRANSFORMING EGYPT INTO A COMPETITOR
By Nader Ramadan Images courtesy of Ahmed Abdel-Azim
ASK magazine speaks to Ahmed Abdel-Azim, one of the main directors of CareerGate, a designed-based learning center which acts a catalyst for future interior designers kick off their careers in an increasingly competitive market. Being a young designer himself and a trainer, Abdel-Azim reflects on the improvements needed in Egypt in order enable the country’s economy to compete in a globalized market. We will also take this opportunity to feature some of his finest designed products.
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alancing a life between academics and trainings, Ahmed Abdel-Azim, a young designer already in pursuit of his PhD, is creating new designs to test and challenge the minds of homeowners with the way they think of design. And with his innovative mind and youthful vibrancy, he believes
young designers such as himself need their moment in the limelight in order to
that
Ahmed Abdel-Azim
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really push for the changes that Egypt’s struggling market really needs.
Choosing to feature one his most well-known products, the Cai shelving unit successfully balanced both natural and modern sleek elements within one shelving unit, practical for any living room where the homeowner put their TV, audio system, and maybe their owner personal collection of DVDs. With experience, he believes that though there is a lot talent in the modern sector here in Egypt, classical furniture remains to be unique talent in terms of craftsmanship, giving the country competitive edge. “As of now, we will never be able to compete in the modern sector since the productive
potential of companies abroad is much higher than us,” said Abdel-Azim. “However, in the classical styles, we definitely have an edge especially with all the talent we have Damietta.” Abdel-Azim continues to support the career development of many of his students through giving them hands-on training. He hopes that his innovative approach and views in educational reform as well as economic reform will pave the way to making Egypt a better and more competitive country within the global design market. More to come about Young Designers in the next issue….
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