Azza Fahmy Opens New Store in El Gouna

Premier luxury Egyptian Jewellery design house, Azza Fahmy continues its retail expansion this month with the arrival of a pop-up boutique in the vibrant resort town of El Gouna on the coast of the Red Sea. Marking the event will be the preview of the limited edition ‘Nubia’ artistic collection.

Coinciding with the 2^nd El Gouna Film Festival and located on the Abu Tig Marina the store is set to open on September 22^nd 2018 and will be the brand’s 8^th retail boutique in Egypt.

El Gouna’s lively ambience perfectly fit the 8-piece hand crafted collection designed by Azza Fahmy. Inspired by Nubian houses architecture, intricately encapsulating design details such as domes and motifs and enhanced with champagne diamonds and semi-precious stones, the collections consist of rings, earrings and necklaces.

With personal nostalgic relevance to Azza Fahmy and her first ever collection together with El Gouna architecture echoing a similar design aesthetic the new store provides the perfect location to preview the collection that will be widely available from all Azza Fahmy retailers on October 15^th 2018.

Designed by Meryem Ziget of MStudio, the new store’s concept reflects a filmic approach and is inspired by the life of movie directors who collect memories throughout the years.

The store’s interior will include Nubian motifs on the walls to reflect the vibe of the collection together with displays of Azza Fahmy’s cinematic associations. Imagery and memorabilia from notable movies where entire jewellery wardrobes were created for the Egyptian star Soad Hosny in her movie Shafika W Metwally, the renowned director Youssef Shahin’s El Mohager starring Yousra and Mahmoud Hemeda, as well as a number of important Arab theaters.

The store space is creatively engaging and visitors are invited to be interactive with experimentation stations where they can leave their own mark in the studio. A photo booth can also be utilized where polaroid photos can be taken and together with a personal written note pinned on the gallery wall to become part of the collaborative studio.

The pop-up store will be open starting Thursday September 20^th 2018.