Egyptian Porcelain Brand Fathy Mahmoud’s Pristine Showroom by BLCK

Homegrown porcelain brand Fathy Mahmoud's new store design unfolds as an all-white sanctuary, offering a minimalist backdrop that complements their timeless porcelain pieces. Crafted by Egyptian design studio BLCK, the space seamlessly blends the earthy history of porcelain with its contemporary evolution.

Inside, the space unfolds with a natural rhythm, its curved walls and hanging shelves flowing like a gentle wave. Bathed in a soothing eggshell cream, the interiors radiate lightness and tranquility, creating an inviting atmosphere amidst the more commercial corridors of Cairo’s City Center Almaza Mall.

At the heart of the showroom stands a commanding mosaic wall, an artwork crafted from the fragments of Fathy Mahmoud plates. Each shard, with its jagged edges and vibrant hues, carries a story, pieced together to form a tapestry that bridges the traditions of past craftsmanship with a modern artistic vision. The mosaic adds a vivid touch of colour, drawing the eye and grounding the space in its heritage.

Beneath this striking centerpiece rests a cream-upholstered couch, its soft, curving silhouette welcoming visitors to pause and immerse themselves in the ambiance. Its design evokes the fluidity of raw porcelain, as if it could shift and flow at any moment, echoing the artistry of creation.

Thoughtfully arranged throughout the boutique, carved stone tables anchor the space, their textured bases supporting smooth surfaces that carry delicate porcelain vases and dining sets. These natural materials and earthy tones blend seamlessly with the store's aesthetic, linking modern elegance to the timeless beauty of the natural world. In a more secluded corner, a private room invites customers to view the precious sets in an intimate and exclusive setting, enhancing the boutique’s curated experience.

The façade, adorned with vertical tinted glass panels, comes alive with every movement, shifting hues in a delicate interplay of light and shadow. This subtle transformation infuses the space with tonal richness, adding depth and a soft translucence that harmonizes effortlessly with the store’s neutral palette.

Founded in 1948 by the renowned artist and sculptor Fathy Mahmoud, the Egyptian Porcelain Company started as a small earthenware workshop in Cairo. Over time, it has evolved into one of the world’s leading porcelain manufacturers. Their iconic collections, known for their deep ties to Egyptian culture, reflect a blend of Nubian, Islamic and coastal aesthetics, capturing the essence of the country’s diverse heritage.

Photography Credit: Nour El Refai