Design Dreams: Amir Dous

How would you describe the design philosophy of C.Reality?

One’s style is apparent in our way of living and how that reflects our surrounding. I personally believe in designing for the present and the future, while being mindful of history. Life moves fast and you always try ease your burden and keep moving forward and that’s what we try to deliver in C.Reality- modern style, stressing on simplicity, patterned fabrics, and geometrical lines that goes in parallel with fashion. It’s capturing timeless beauty in spare precision.

What differs your showroom in Zamalek from others in Egypt?

Our space is better defined as a gallery, where from the moment you step in you feel a sense of simplicity yet luxurious atmosphere. What makes it special is its open space with products featuring different materials and colors blending together to deliver a symphony of art. Our strength comes from promoting a true shopping experience with collaborations with other Egyptian artists and designers including fabric, lighting, linens, and carpet brands etc.

What inspires you?

What really inspires me is diversity. Diversity in materials, successful designers, successful manufacturers, and most of all younger generations of designers. Young designers are enthusiastic and fresh. They push the limits in terms of shapes and forms and that’s where our role of keeping the right balance between design and function comes into play. We embrace innovation within our C.Reality interiors.

What are design rules that you abide by?

I believe in minimalism-less is better. However, this requires great attention to the proportions and materials used. This essentially fulfills the design aspect I’m after.

What are the biggest challenges that face you in completing a project?

One is bringing differing thoughts into a product or space. Your client has a certain way of living, which essentially makes them a brand on its own. The challenge is in bringing together both these “brands” together in one space or product.

What is your future plans for C.Reality and what do you hope to accomplish in the future?

We’d like to create a one-stop-shop shopping experience for our customers based on diverse product range from upholstery to woodwork, rugs, fabrics, lighting units, kitchens etc. We would also love to start exporting our work abroad. I’d also love to see greater support from the government supporting our design community.

By: Hind El Ramly