‘Helmy - The Identity Store’ Explores Egyptian Culture Through Design

Egypt is a story that continues to unfold with each passing moment. Countless cultures have left their mark, adding a new layer to its tapestry. Malak Helmy, the creative director behind ‘Helmy - The Identity Store’ used design to explore what this actually means.

Stepping inside the design showroom in Maadi, visitors are met with contemporary designs that carry an underlying familiarity, whether it’s by matching the Roman with the Greek, or the Fatimid with the Ayyubid. Helmy spent years delving into Egyptian history before reflecting on the 12 different cultures that have passed through it, arriving at 12 dining tables with a unique stylistic blend.

During the Holy Month of Ramadan, Helmy - The Identity Store - which was unveiled to the public during the 2nd edition of Cairo Design Week - hosted ‘Helmy El Mesaharaty’, an experience curated by Communitas and its storytelling mind Marwa Sabah to present intimate suhours that celebrate the ‘Mesaharaty’ tradition.

Historically, the ‘Mesaharaty’ walked the streets of Egypt waking people up for their pre-dawn meals with stories. Likewise, Helmy invited guests to private culinary experiences that engage with the product designs, complemented with audio storytelling, including folktales and excerpts from the writings of renowned designer Amr Helmy.