Tag: design

Deena Shaaban sees everyone’s majestic beauty

Deana Shaaban designs evening gowns that combine different fabrics to maximum effect

“We used to travel a lot and we had fabric from all over the world. In a rectangular piece of fabric, there are a million different possibilities and the only limit was my education.”

Between talking animatedly about her designs with visible passion and frequently asking me if I was bored, Deana Shaaban speaks and thinks at a faster pace than most people, and with a contagious energy that is impossible to ignore.

But Shaaban’s journey from a business student with imagination and resolve to a successful designer with orders from all over the world has not been an easy journey. After a disappointing attempt to study fashion design in Egypt upon graduation, Shaaban took a chance and put together a portfolio with the help of a professor and applied successfully to a design school in London.

“I was never an A student but here I was at 4am, not having slept, eaten or seen friends but it was so euphoric,” she recalled, “I graduated one of the top people in my class.”

When she came back, getting her business in order was another challenge. “My parents haven’t lived here in a long time so I didn’t have connections and I didn’t have money. Slowly and with the help of my sister, who is also my business partner, we got the website up and running and we had our first open house. The collection was all over the place but it was also one of my most creative. I poured everything into it. Slowly, we sold the items one by one,” said Shaaban.

Shaaban’s radiant personality and easygoing charm shows through her designs, which mix different fabrics and use draping techniques that result in clothes that add an elegant, dignified beauty to the woman wearing them. “I like designs that make women look majestic. No matter what size you are, there is always a design that will accentuate your best features. Your waist, for example, will always be the smallest part of your body and designs that accentuate that will make you feel beautiful with dignity.”

Colourful dresses and contrasting fabrics highlight the feminine form

Shaaban takes inspiration from different cultures and eras but following her vision of majestic beauty, she highlighted certain models of female beauty as inspirational which included Victorian, Roman, Grecian, Renaissance and Indian, with a focus on royalty.

Her creative forte is designing evening and wedding gowns. “There are just so many possibilities. I like mixing together different fabrics,” she said pointing to a beautiful gown with Italian lace, French inside lining, Indian fabric and Egyptian chiffon.

Shaaban recognised that offering more practical and affordable options are important to clients. “The average fitting takes about two hours, so a gown is an investment and not everyone has the time or money to invest. [So] from a business perspective, it’s best to have different options,” she said. So additionally to the more formal gowns Shaaban designs summer dresses and clothes for professional settings.

Shaaban has already expanded regionally and plans to have her brand displayed and sold internationally are underway, as well as exciting plans to expand her line to include products like shoes, handbags and a men’s line. For the time being, her website caters to clients that include people as diverse as lawyers in New York to the yuppies of Cairo.

“The only way you can be a great designer is if you know how to create yourself. But your ability is limited by the knowledge of how to make it happen,” said Shaaban. “There are a million possibilities but you don’t know what they are yet.”

January 22, 2017
ABn’G, the latest platform for all things design

ABn’G makes a variety of design items easy accessible to the public
(Photo by Omar El Adl)

Opening with a lot of buzz, ABn’G is a department store that puts the focus on unique design and displays it in one space. From fashion to fabrics, digital collages and Azza Fahmy jewellery collections, cofounder Rana Faramawy explains the concept and the vision behind the store,

“We wanted to have a place where all designers can come together and not see each other as competitors but as complimentary to each other. Similar to department stores like Gallerie Lafayette, where shops can exist in one space and still thrive. Secondly, we wanted to expand the horizons of the average consumer who wouldn’t readily think of how to use these pieces,” said Faramawy, who cofounded ABn’G with Ahmed El Erian.

Part of this problem is consumer imagination. By putting its eclectic objects in one place, the average consumer is more likely to think of a way of using, rather than what Faramawy usually hears: “I can’t picture this in my house.”

Both Faramawy and El-Erian come from design backgrounds; Faramawy studied product design and El-Erian studied architecture at Cairo University and Cambridge University. ABnG places few restrictions on the products on display; the only criterion is unique, fresh design, whether local or international. Their collection includes concept furniture, home accessories, art pieces and fashion. Some of their artists include Dibaj, Chairs & Co., Bel Arabi, Deana Shaaban, Khan Hamza, Morning Owl, Pheel and Unty.

“We have local and international designers like Maja Soric who is Croatian. What is important is to have one of kind pieces that cannot be found anywhere else and are available for good prices,” said Faramawy.

The opening on Saturday 8 March included live music performance by Glass Onions, who specialise in Beatles covers, with the vocal talents of Hany Mustafa.

The opening showed a diverse collection of items by artists and designers that included Adel Sabet, Nadia Tattawy, Maja Soric, Azza Fahmy D.S., Outside In, Morning Owl, Pheel, Unty, Karim Shaffei, Aly Hazzaa, George Azmy, Samir Labib, Hala El Sharouny, Nermin Bahaa anhd Mariam Ibrahim.

At 9pm Egyptian designer Deana Shaaban showcased her 2014 spring collection in a runway show that was well-received and put the spotlight on her part of the store after the show ended.

“The reception on our opening night was lovely and we are very pleased. This is phase one of our project,” said Faramawy. When asked to give us a hint on what phase two would entail, she replied laughing, “I won’t say but I promise you it will be something big.”

January 22, 2017
Reform extends environmental responsibility to design

Reform Studio pay special attention to benefiting local communities and environment as well as providing creative designs
(Photo from Reform Studio)

Reform’s award winning studio is one of Egypt’s remarkable success stories, with a philosophy of designing responsible products. Having won international and local competitions, Reform believes in bettering lives and the environment through design,

“We believe in sustainability,” said Mariam Hazem, who co-founded the design studio with Hend Riad.

The company does not design “solely for the sake of aesthetics,” she said, “but to go green because this is the future. We can no longer afford to not think about sustainability.” Their first project, called Plastex, is a part of a general movement toward going green.

“Plastex focuses on two aspects: social and environmental,” Hazem said. “The aim is to reuse plastic bags. There is a statistic that 1 million plastic bags are released to the public every minute. These bags take 1,000 years to decompose on their own and to burn them would have carcinogenic effects. The third option, recycling, is costly in Egypt because it consumes a lot of energy. The only solution is to reuse them and extend their life cycle, from the average ten minutes per bag to two years for our products.”

Reform creates a new material from the reused plastic, Hazem said. “The National Research Centre found that our material was durable, weather resistant and could sustain 50kg of weight on its own”

For this material to be manufactured, craftsmen are required and this is the social aspect of the project. “Through bringing back handmade work in our workshop and training people to manufacture it, we are empowering local communities and involving others in contributing with plastic bags,” she said. “We have a network of people who provide us with the bags.”

The workshop will store the plastic bags, sterilise them, cut them up and then add other materials to make cloth that can be used in designing and building furniture. Eventually, the company hopes to expand into fashion.

“People can expect our products on the market through Ekledo and Dokan,” Hazem said. “We are also planning our own show room where we will showcase our own designs as well as encourage other designers to use our materials with their designs as well.”

So far, Reform has won the Gold Award at the Egypt Design+Industry competition in 2012 and finished second for the Salone Satellite Award in Milan 2013.

Reform will host at an exhibition 6-10 March in City Stars’ 8th floor.

Hazem seems confident about the future of Reform. “Salone is the biggest design competition in the world and people were very interested and valued the idea,” she said. “We have had big brands approaching us and we are planning on launching our products in Italy. I am very optimistic.”

January 22, 2017
Azza Famhy’s Design Studio turns one year old

An example of experimental designs of one of the students
(Photo by Omar El Adl)

In an area rich with a heritage of design and craftsmanship, Azza Fahmy’s Design Studio sits next to Darb 1718 in Old Cairo within walking distance of the hanging church. Fahmy’s design studio teaches designers how to create their own brand through an intensive three year programme.

“It’s when you have a dream with no support. If it weren’t for the British Council and a scholarship I got to go to the UK, I wouldn’t have started my brand. I want to give others that opportunity because no one teaches jewellery in Egypt,” said now famous designer Azza Fahmy, on why she founded the studio.

The studio’s curriculum encompasses practical and theoretical approaches, giving students necessary knowledge in marketing, conceptual development, art history and drawing, in an effort to expose students to different ideas.

“We want students to be inspired by Azza’s example, but they do not have to follow her designs. We encourage them to experiment until they find their own language in design,” said Estela Saez, director of the Design Studio.

The programme has classes that will fit those with the most challenging schedules. “Some of the people who want to enrol are mothers or have jobs, and three years is a commitment,” Saez said. “So our programme is flexible and has several options. We have one to three week summer courses which either teach basic skills or focus on specific topics like wax, enamel or hammering. We have evening and weekend courses for those who have a busy schedule, and finally, we have tailored courses which will be introduced in April 2014 for those who cannot commit 100%.”

The studio accepts 10-14 students each year and works in collaboration with Alchimia, a design school in Florence. It encourages students to take advantage of several exchange opportunities with schools like Alchimia and the Metropolitan University of London.

The designs on display, the work of both students and teachers, showed a wealth of materials and a healthy amount of experimentation. Besides the different concepts, they used different materials like brass, silver and foam. “It’s important for the students to show their work and put it on display because it helps them develop artistically,” said Saez.

Berhard Stimpfl-Abele, a designer and teacher at the studio, said design ideas were radically different in Europe, and particularly in Sweden where he is from, compared to Egypt. “In Sweden designers tend to experiment with materials a lot and go for more minimalist designs. Here, designs are more ornamental and Arabesque. We want the students to experiment and be exposed to different styles that are prevalent outside their own culture,” he said.

Nina Bakry, a second semester student at the studio, said: “It’s been an amazing experience so far. I think the most important things I’ve learned, besides the basic techniques, are the commitment and discipline. Though we are all encouraged to experiment, I think many people who come here are inspired by Azza Fahmy’s designs.”

May Wahdan, another second semester student said she moved from San Francisco back to Egypt specifically for the school, “I worked in interior design for nine years but this takes you back to the basics of design. It’s more of a creative outlet whereas interior design is very practical.”

Some of the exchange students said they have benefitted from the emphasis on building your own style, “There are less students here so there is more of a focus and more of an opportunity to experiment,” said exchange student Kyla Murrihy, originally from Australia but in her third year of studies at Alchimia in Florence.

The studio has plans to expand but is dedicated to mastering the basics first. “Because this is our first year, we want to build the foundation but later we want to expand through workshops across the Arab world,” said director Saez.

Whether the Studio’s plans to expand materialise or not, all parties seemed satisfied with the Studio’s first year, most of all founder Azza Fahmy, who concluded: “I could not be happier with the results.”

January 22, 2017
Earth Murals: A common language through design

Earth Murals products are known for their ethnic and colourful designs
(Photo from Earth Murals)

With a mission of “creating a common language of art to be read from all around the globe”, Earth Murals are ethnic designs that encompass different influences and can be applied flexibly to fashion, home accessories and art.

“Our art features many different cultures at once. We never feature one culture purely because we want anyone to be able to relate,” said co-founder Mohamed Aref.

Aref and his partner Hoda Ismail co-founded Earth Murals in 2011 after creating Mazenger graffiti in a public space: “We did it for the street but people liked it and we decided we could continue doing it in the form of murals in places like companies and homes,” he said.

Earth Murals’ beautiful ethnic designs juxtapose different cultures together in an attempt to create a universal art language: “As an Egyptian you might be able to recognise Nubian or Islamic art, but perhaps not Chinese or Indian influences, and so this is what you will take from our art. Someone else will take something different,” said Aref.

Aref said they have an ambitious goal of operating worldwide, and their versatile designs feature murals, home accessories, and a fashion line, which they launched recently. Their fashion and apparel products range from reversible bags to harem pants, colourful scarves and skirts.

As far as how much their murals will set you back, Aref said it depends on several factors, but that they had options for every budget: “It depends on the design and the space. If someone is on a budget and cannot afford a mural, we can make other things work, since we also do interior design. For example, we could work on something smaller, like a chair or a bar.”

Aref said he and Ismail built designs from scratch and remodelled existing furniture. “How it works is that someone will like our designs and will ask ‘what else can you do for me?’ and from there we can start to figure out what they want and what will work from them, be it home accessories or murals. Maybe they can’t afford a mural, but they want to use our designs in other ways. We can use our own fabric on an old chair and give it a different look or we could design our own products, like tables and chair, from scratch,” he said.

You can explore Earth Murals’ contemporary designs at their gallery in the Community Services Association in Maadi as well as on their Facebook page.

January 23, 2017
Ro’ya: Sleek design and catchy slogans

Ro’ya notebooks combine quality and sleek design
(Photo from Ro’ya Royal Boutique)

Many of us hoard notebooks; it’s not about the practical need for a notebook, but rather a calling that comes from within. Buying more notebooks for us hoarders is a given, and the cooler the design, the more we want to buy them. Stumbling upon Ro’ya notebooks at a local fair, it was hard to disregard the cool quality and eye-catching design. We contacted owner, Ro’ya El-Zanaty for more information.

“The idea for Ro’ya Paper Boutique [PB] was first dreamt up while I was an undergraduate nine years ago when I met a friend that had personalised and designed her own notebook to take notes in during class. I was instantly hooked to the idea and spent all four years of university personalising and customising my own notebooks,” explained El-Zanaty.

When El-Zanaty found her old notebooks by chance three years ago, she realised what her new career would be. She used fond memories as her inspiration for the catchy slogans on the notebooks, which range from well known Egyptian pick-up lines (“Your mum must have been a bee to create all this honey”) to popular English slang written phonetically in Arabic.

“We all have that one phrase that instantly rings a bell and makes you smile, giggle, or frown so I decided to use these sentences and make them live a little longer with people,” El-Zanaty said.

The small start-up is “a one woman show” as El-Zanaty explains it, but she enjoys great support from her family and friends.

The first thing that one notices after the design is the paper used: it is of very high quality. “I currently use a mixture of two kinds of paper for my stationary, however I am facing difficulties these days with finding the materials that I have been using due to the import/export problem that the country has been facing, and has affected the paper industry among other things. So, it’s a constant challenge to find alternative high quality paper without losing the look and feel that has now become associated with my products – especially the notebooks,” El-Zanaty said. She is also exploring the possibility of using recycled materials in the future.

El-Zanaty also relies on her circle of friends to find out the trend when it comes to catchy phrases. That is the first step in her design process. “I then work on the artwork for each phrase I am working on. I also seek the opinions of a few close people and tweak the design according to the comments I get. Then, I purchase the paper according to the quantity I need printed per item and take them to a printing shop.”

To ensure that the printing is up to par, El-Zanaty uses three different stores. “The print shop that prints my covers, the one that prints the inside pages of the notebook and the one that combines and finishes off the notebooks are all three separate print shops,” she explained.

She currently sells her notebooks on cirqy.com and at local stores Nuts@Nuts and Boho Gallery.

January 22, 2014
Award-winning architect Dalia Sadany to join Lifestyle page

Dalia Sadany will give readers tips and directions on how to decorate and design their homes
(Photo from Dalia Sadany)

Our readers can expect a new contributor to our lifestyle page: Ms. Dalia Sadany. Sadany is an architect and now a contractor and designer. She is Egypt’s first certified female designer-builder and whose career started at a very young age: “I started when I was just 18 years old.”

Today, Sadany runs three companies and takes a hands-on approach to her work: “I still draw and sketch with my own hands. I think when you stop doing this, it’s the beginning of your downfall. Designers are dreamers; they don’t often have their feet on the ground so they need to be executing with their own hands.”

In addition to her companies, Sadany writes articles on various issues, including those that some would say do not pertain directly to her field. She could not disagree more, and believes that “everything is design. The moment you open your eyes and put clothes on, you are designing. Designing is planning and structure so it pertains to everything.”

Sadany writes educational articles on design as well as articles on social issues that cover a wide range of topics. Her educational articles include discussing different styles of design, such as Baroque and Gothic and areas like colour psychology: “There is a problem in Egypt that people classify anything as either classic or modern. They do not know the different schools and movements in the field. Colour psychology is similarly poorly understood. For example, red in a bedroom will make people neurotic,” she said.

Sadany is also concerned with having what she calls an architectural character for Egypt. “Part of the problem here is that we are not used to seeing beauty because Cairo has no defined architectural traits; it is chaotic. We need to have a character in architecture,” she said.

Sadany advocates that designers execute their own work: “Historically, it has been that there is a master builder who designs and executes. In the 1920s, there became an attitude of looking down on execution and the two became separated. This was reflected in academia as institutions separated disciplines and created divides like those between civil engineering and architecture. Finally, there are now many who question this divide and just last year, Alexandria University, my alma mater, began teaching a curriculum that fuses both,” she said.

A very busy woman, Sadany has a forthcoming book and TV show where she discusses relevant issues and gives style tips for people who can’t afford to go to a designer. Her tips have her characteristically intricate approach.
“When you design somebody’s house, it has to look like them. You psychoanalyse them because if you design their house to look like you, you have failed,” she said.

Readers can expect to see more of Ms. Sadany before the end of this month.

January 18, 2014
Wax, a wick and a burning passion

Lina’s Candles take all shapes and sizes, including those cinnamon-scented pie-shaped candles for thanksgiving
(Photo from Lina’s Candles)

With the holiday season coming up next month, it is time to think about possible gifts for loved ones and friends. Candles seem to fit the bill, especially as the weather chills up a little bit and days become cloudier. There are many available scents nowadays, which guarantee that your home smells as sweet as any winter holiday.

We contacted Lina Benhalim, the brains behind Lina’s Candles. She admits that her beginning in the world of candles was not very encouraging, just like anyone interested in candle-making. “It all started with a wick, some wax, ending with a big blob of nothing! Trial and error led to more experimentation and interest, interest thrived into a quest of knowledge in candle-making in Switzerland, leading into a career of endless inspirations. I have always had a passion for art: carving, painting and sculpting.”

Although the Lina’s Candles team is not huge, they are meticulous and ensure final products are high in quality. “We argue, we disagree, and differ in thought process resulting in a unified agreement on designs and themes,” Benhalim said, attributing her success to an environment characterised by partnerships rather than deference.

Benhalim is dedicated to making use of local ingredients. “Our main materials are paraffin wax, wicks, and wax hardener. We like to create our own moulds rather than purchasing ready-made ones, as this gives us more freedom in designs, shapes, and sizes. We try our best to keep all our materials Egyptian-made, and when we can’t find something, we always try to work our way around that by combining different ingredients to achieve what we are looking for,” she explained.

Benhalim added that she does not really have a design process, but draws inspiration from her own experiences in life. “The definition of inspiration to me is a mirror image or replica of one’s personality; what inspires me might not inspire you. What I feel and touch may be entirely different to another. Therefore, I think my inspiration is what my emotions want to see rather than my eyes,” she explained.

Lina’s Candles depends on Facebook for customer interaction. “We also supply shops in Cairo and Alexandria like Rococo in Mohandessin, Boutique Basha in Heliopolis, N.N Stores in Alexandria, and all branches of Kala Stores throughout Egypt,” Benhalim said.

Benhalim makes sure that her products reflect customers’ interests. “My products have a great infusion of cultures, moods and thoughts. Since they are a mix between a scent and a piece of art, the choice of each client is usually uniquely personalised to suit their specifications,” she concluded.

November 20, 2013
Home accessories with an Egyptian twist

Joud offers many home accessories with chic designs that focuses on Egyptian traditions and culture
(Photo from Joud Home Accessories)

There is something about teapots and mugs that is just enticing. How often have you gone to make tea or coffee just to use a new teapot or mug? It’s that first sip. It does make a point: good home accessories prompt you to use them. A major part of an accessory’s merit is in its design.

That is the premise of Joud Home Accessories: creative and enticing designs. We contacted owner Deena Fadel for more information.

She admits that she initially had no interest in designing home accessories, but her career as an artist led her to advertising. “Until I was searching for home products for my house, then I spotted a need in the market for designed home products,” Fadel said. “A spark occurred and I started enjoying creating samples and creating home products…it became my passion.”

She credits her formal training as a graphic designer to being the main aspect of her business, saying, “I wouldn’t claim I am only a home accessories designer. I am an inspired artist who sees potential in applying art and design to anything in the world.”

At first, it was a one-woman show, but things changed as the business started to grow. “With a more specialised team we were able to create a better system and grow the company more effectively,” she said. “We are a team of six, and I am proud to have them. Thank you Joud team for making it happen! Also special thanks to my husband, who oversees the accounting department.”

Fadel tries to keep the operation as Egyptian as she possibly can. “We use a lot of wood and acrylic as well as porcelain for the mugs. The wood is from Egypt, acquired from our local manufacturers. We used to purchase the porcelain mugs from outlets that import them from Asia, however luckily recently we changed to a supplier from Egypt,” Fadel explained.

She is passionate about finding inspiration in anything around her. “To live life as an inspired observer is a lot more fun than putting barriers around your eyes and thoughts and viewing your life as a single track with normal objects around you,” Fadel explained. She seeks inspiration even from things that may not seem appealing at first glance: “That cracked wall may inspire a design.”

However, one thing remains as a constant in most of the products: “A lot of Joud designs are inspired by Egypt’s culture and traditions with a modern twist and fusion of bright colours,” she explained.

Even though the business first started on Facebook, it has grown since then, distributing their products to a few shops around town and they offer home delivery. “Joud started to export [its products] in 2011. One of our aims is to proudly spread an Egyptian brand name,” Fadel said.

They depend on their customers to be able to design the products that they want. “Joud involves customers in several areas, such as design opinions, competitions, names and more; thus creating a bond between the customer and the brand,” Fadel said.

The most popular item on their list of products is the tray, which comes in many innovative designs. “Also the Coaster N Tray is quite popular, as it is a unique, valuable gift for a reasonable price,” Fadel said.

New collections come out every few months, and Fadel explained that they tend to release new products every now and then to “revive the collection”. Fadel also divulged that they are working on a new project with Gemma Ceramics, having been asked to provide collections for kitchens and bathrooms.

More information about Joud Home Accessories and their collections can be found on their Facebook page.

September 22, 2013
Messages on a bottle

Glass bottles decorated and transformed into electric or candlelit lamps are part of ThinkUp’s innovative collection
(Photo from ThinkUp Facebook page)

Finding original ways to decorate your home has become easier recently with many new small businesses emerging that combine inventiveness with good taste. The latest addition to this trend is ThinkUp, a new company that offers new and smart handmade products of original designs.

The idea for ThinkUp existed for several years but “it only came to light in 2013 by establishing our headquarter in Maadi,” said Ashraf Salem, owner and co-founder. ThinkUp is ambitious in their goals and objectives. “Our mission is to always create new and unique decoration designs that cope with the modern lifestyle,” he said. “Our priorities are fulfilling the needs of our clients and the market,” Salem said, adding that creativity and innovation and excellence in the quality of the products are equally important. “Extreme success for us means pleasing our clients with our products.”

ThinkUp has a variety of decorative lines and one of the most inventive are the Molotoves. “In this section we decorate bottles with lights and drawings to make magnificent lamps,” Salem said. Other product lines include clocks and watches; soft recycling, which focuses on new inventions; 3D Painting, where normal photos are transformed in multi dimensional paintings and home decorations, where “we use wooden pallets, car tires and copper to make unique and stunning home decorations,” according to Salem.

The team behind ThinkUp is “ambitious and believe that creativity has no limits and success is a precious outcome of hard work,” Salem said. Team members include the second co-founder and owner Mohamed ElBassel, project officers Mohamed Abdel Kader, Aya Yousry, Maya Hegazy and editor and marketing advisor Mohamed El-Madni.

The glass-bottles-turned-lamps are made from a variety of shapes that are sourced from specialised companies. Turning the bottles into the signature ThinkUp lamps involves the team choosing the bottles that fit their project, then customising them using special tools that can create a variety of designs on the glass.

At the moment, ThinkUp uses Facebook as their main marketing tool but in the future they will run campaigns that “target all levels of society through Facebook, booths at event and galleries,” Salem said.

ThinkUp gives their clients to possibility to personalise the designs on the lamps to reflect a special occasion, a favourite motive or saying. So far no absolute bestseller has arisen, as “our clients are currently pleased with all that we offer and we are looking forward to increasing their satisfaction,” Salem said.

September 15, 2013