A new identity for East Cairo living

We were invited to develop the visual direction for Emaar Misr’s new East Cairo development — a residential project envisioned as warm, intimate, and deeply connected to the landscapes of Egypt. Building on villa typologies from Uptown Cairo and Belle Vie, our task was to reimagine their identity through a fresh lens: one that feels cozy, homey, and uniquely East Cairo.

The design brief emphasized character over repetition — softer sunlight, reduced contrasts, and an atmosphere shaped by warmth and belonging. Landscapes were carefully redefined to bring in new elements of life: fruit trees, sunflowers, and textured greenery replacing the more formal palms and cacti. The architecture itself remains familiar, but through adjusted framing, new camera angles, and richer planting palettes, the villas take on a distinct identity.

Our visual narrative highlights this transformation: close-up views of intimate gardens, glowing facades at golden hour, and the subtle play of light and shadow that gives each space a lived-in, welcoming feel. The result is not only an architectural visualization, but the creation of a new visual language — one that makes East Cairo stand apart while staying true to Emaar Misr’s timeless design DNA.