Morph+ Creates Nature-Inspired Booth at Cityscape Egypt 2024

During Cityscape Egypt 2024, Cairo and Dubai-based experiential design studio Morph+ introduced a serene, nature-inspired booth for Madaar Developments, embodying a thoughtful design ethos that aimed to offer more than just visual appeal. 

”The objective was to create a space that feels like a retreat, where visitors could experience a sense of comfort akin to being at home,” Adham Shawki, Co-Founder of Morph+ tells SceneHome. 

In keeping with this atmosphere, Morph+ employed a singular colour scheme, enveloping the space in a cohesive and distraction-free environment. This choice enhanced the booth’s ambiance, gently drawing visitors into an experience that’s both immersive and calming. 

“By embracing soft lighting and neutral tones, we were able to eliminate visual noise, fostering an atmosphere that encourages meaningful dialogue and focus,” Shawki continues. 

The entrance counter serves as an inviting threshold, where neutral tones and subtle textures contribute to a sense of visual harmony. Behind the counter, the illuminated logo casts a soft glow from a carved niche, creating a warm, ethereal touch that naturally draws attention to the sign. 

“We found inspiration in organic forms and natural elements, elements known to evoke calm and relaxation. These flowing shapes and textures work together subtly, inviting visitors to linger in the peaceful surroundings,” Omar Shehab, Co-Founder of Morph+, explains. 

Thoughtfully placed decor elements and recessed shelving add sophistication to the space without clutter, enhancing the booth’s open, minimalist feel. 

At the centre, Morph+ introduced an architectural model display that brings form and function together in harmony. Earthy textures, soft lighting, and organic curves unit to reflect the booth’s connection to nature, while irregular windows behind the display add depth. 

Adding the final layer of depth to the booth, the Tanoak food and beverage bar is seamlessly integrated into a rock-like alcove. Minimalist shelves and backlighting add warmth to the space, highlighting the bar’s earthy textures and enhancing its quiet elegance. 

With every design choice, Morph+ created a cohesive retreat where organic textures, gentle lighting, and thoughtfully curated elements invite visitors to pause, reflect, and experience a moment of calm. 

Photography Credit: Nour El Refai