The long-awaited opening of the new concept store has finally arrived.
On a corner in Amman Square in Mohandsieen, this two-floor store shines like a diamond in the rough. Elements is obviously quite a few notches above your average store, any where in the world.
The four elements in this case are not Aqua, Ignis, Terra and Aer, but Mai El-Araby, Rania Shaheen, Rania El Shereef and Masa Aloul.
Originally, the store was only going to stick with interiors when El-Araby and Aloul began the venture.
“There are a lot of furniture shops in Egypt today. What we wanted to do is integrate many designers from all over the world, ranging from Latin America, the US, Europe, the Far East and even North Africa, explains El-Araby.
From furniture to accessories, lighting or cushions, you can come in for a little gift item, or you can come in to furnish a whole room. She says, “We are trying to be comprehensive.
Besides the sundry choice of funky yet elegant furniture, they also have lots of antiques that have been modernized.
As you walk up to the second floor, it’s hard to miss the two French chairs that have been painted black, upholstered in black velvet and decorated in Swarovski crystals in the shape of a skull.
Not all of the antiques are revamped to that extent, some are more discreetly updated and some are left as is like the art deco pieces from the 50’s and 60’s with a lot of chrome, mirror and black which works very well in a present-day setting.
They assemble their collection from local antique stores, auctions abroad and furniture fairs all over the world.
This is El-Araby’s third furniture store, and she has been an interior designer for years.
Right now she has paused on designing homes until the shop settles, as at the moment all the time is consumed between traveling to furniture fairs and keeping the shop in top shape.
“My challenge is to keep it looking the way it is and always replenish with different designs, she says.
Later they decided to create the integrated concept.
Shaheen was looking for a place to open a clothes shop when El-Araby suggested she take a space within Elements. “She didn’t want to go through the hassle of opening alone. And by being a group of people together you get [customers] in for different things, explains El-Araby.
So it was settled, and a multi-brand label called Hip was created. The label carries designers like Matthew Williamson whose collections are shown twice a year during New York Fashion Week, and is famous for his Indian influenced designs.
The diverse list of designers includes British designer Julian Macdonald, designer of the moment Zac Posen and many more both very famous and moderately famous designers.
Shaheen has always worked in finance, so this is her first venture in the fashion business. For people who know her it is no surprise as her unique style never goes unnoticed.
El-Shereef also joined Elements as it was a good chance to showcase her distinctive flower arrangements using pieces such as lemons and artichokes. She has been in the business for about 10 years, and is renowned for her shop Il Fiore.
Although she decorates for weddings and special events, in Elements she provides ready-to-go bouquets that are already wrapped or in a mirror or glass container.
The three concepts all compliment each other nicely falling together in one theme.
“We are trying to make it a little bit funky. Not just contemporary, but with an edge. A young look, inviting. we don’t want people to be intimidated, says El-Araby.
There is even a little café for customers to chat, have coffee and browse through magazines.
The shop is up-scale and offers high quality merchandise. With that in mind, the prices are reasonable to the market.
ElementsAmman Square, Mohendseen, Cairo.Open daily from10am-10pmExcept Fridays 2-10pm
