Crafting Coastal Dreams: The Design Avenue’s Summer of Daring Design

In Cairo’s bustling creative scene, The Design Avenue stands out by bringing something to the table that many design studios dream of – true diversity. 

This isn’t just in their projects but in their team. With four managing partners, each possessing a unique set of skills and creative philosophies, The Design Avenue has become one of Egypt’s most versatile and forward-thinking design firms since its inception in 2009. 

It’s this mix that allows them to effortlessly move between a variety of projects, from pristine commercial hubs and cozy coastal residences to jaw-dropping festival set designs that transport you to another dimension. 

But let’s be real, managing a design firm with such a wide-ranging portfolio isn’t as seamless as it looks from the outside. The balancing act between these completely different projects is a logistical puzzle that only works when you have the right people driving it forward. 

Karim Shoukry, Karen Fadel, Mohamed Talaia, and Mohamed Ali Omera aren’t just co-managing partners, they’re co-creators, each bringing their own set of experiences and creative quirks to the table. And it shows in their projects. 

Take Karim Shoukry, for example, who is the architect behind The Design Avenue’s large-scale projects. It’s not every day that a designer also doubles as the backbone of the studio’s growth strategy.

This summer, his work on Caesar by Sodic’s Matcha Destination pushed the boundaries of what’s possible when it comes to integrating multiple functions in one space. 

The lifestyle hub showcases an impressive play of geometry and minimalism, seamlessly blending angular architectural lines with softened pastel greens that evoke a sense of harmony between nature and structure. 

The spaces, whether retail, hospitality, or dining, flow effortlessly into one another, creating a dynamic yet cohesive environment. The pergolas and suspended beams create rhythmic shadows that interact with the warm coastal sunlight, further enhancing the structure’s dimensional depth. 

Nestled within this lifestyle hub is Good Days, a boutique apartelle concept that elevates the experience with a home-meets-hotel vibe. Designed by Mohamed Talaia in collaboration with WANDER Commercial Developments, Good Days offers fully furnished apartments that combine the comforts of a sleek home with the perks of a boutique hotel.

The spaces feature natural materials, clean lines, and soft lighting that accentuate the serene coastal environment. Striped neutral tones dominate the aesthetic, with pops of color adding warmth and personality.

The dining area’s geometric tiles and minimalist furniture continue this narrative, creating an intimate yet playful atmosphere. It’s a space that invites guests to not only rest but engage with the thoughtfully curated design. 

The Design Avenue also crafted Solare Beach Club as a seamless blend of Mediterranean charm and Italian design flair. Situated within Solare Ras El Hekma, it showcases a refined yet relaxed ambiance through a palette of white and blue. 

At the heart of the beach club, the firm created a stunning center that echoes the grandeur of a classic Italian piazza. With its circular structure, arched entrances, and open layout, the space invites natural light and a refreshing sea breeze. 

A standout feature of the beach club is how The Design Avenue utilized the pergola design to create intricate, shifting shadows over the seating areas, adding a dynamic visual element to the space. 

When it comes to aesthetic appeal, few pull it off with Karen Fadel’s prowess. A renowned interior designer in her own right, Fadel spent the summer turning coastal homes into stylish, tranquil sanctuaries, while also applying her expertise to office designs and commercial spaces.

Her versatility is evident in her ability to transform not only residential spaces but also work environments, ensuring they reflect a balance between functionality and aesthetic beauty.

Fadel’s work on a summer house in Swanlake North Coast is a perfect example of how she plays with natural elements, blending them with curated design pieces that made its spaces feel both luxurious and grounded.

The airy, open-plan layout and the carefully selected furniture – such as woven chairs and custom-designed tables – create an interplay of light, shadow, and organic textures that make the home feel in perfect harmony with its coastal surroundings. 

Mohamed Talaia, on the other hand, takes design to an entirely different level with his immersive art direction and set design. This summer, he rocked the coast with multiple set designs, including Human Figures, which drew inspiration – and even topped – the aesthetic appeal of Ibiza, and more notably the launch of Hacienda Heneish in collaboration with byGanz.

Imagine giant, dreamlike spiral structures towering above a festival crowd, their orange and red hues glowing throughout the night until the sun rises. These surreal installations not only created a stunning visual experience but – in doing so – also transported the event-goers into an alternate world. 

Talaia’s ability to make an event feel both intimate and grand is a product of his set design mastery, going beyond aesthetics to create full-blown, multi-sensory environments that invite people to immerse themselves completely. 

Rounding out the team is Mohamed Ali Omera, who bridges the gap between structure and imagination. His standout project this summer was on the Red Sea coast in El Gouna. 

The Shedwan Residence was a marriage of bold color schemes, organic textures, and desert-inspired landscapes. The residence’s exterior mirrors the arid, natural surroundings, with earthy tones and geometric facades that seamlessly integrate the structure into its environment. 

Inside, the design is a vivid celebration of color and material, from the bold onyx stone staircase, with its richly patterned stone, to the curated artwork that adds pops of vibrancy against a neutral backdrop. 

Omera’s attention to the use of joyful patterns and natural materials reflects his unique approach to making a home feel both anchored in its setting and alive with modern flair. 

Together, this mix of personalities, skills, and approaches is what sets The Design Avenue apart. It’s easy for a design firm to excel in one area, but this one does it all – and does it well. 

The partners create experiences that reflect the diverse tastes and needs of their clientele, all while pushing the boundaries of what design in Egypt can be. Whether it’s crafting serene summer homes, bold commercial spaces, or transporting festival-goers to another world. 

And this summer, one project at a time, they’ve shown just how far-reaching their influence is. By blending innovation with a deep understanding of context and culture, they’ve managed to turn 2024 into one of their most impressive seasons yet.

Photography Credit:

Portrait Photography by SceneHome
Shedwan Residence in El Gouna, Swanlake North Coast Residence, and Solare Ras El Hekma Photography by Bilo Hussein
Matcha Destinations Photography by Sara Gaafar
Good Days Photography by Omar Kamali
Hacienda Heneish Launch Event Photography by Moe Gallery.