In downtown Cairo’s West El Balad, a new kind of concept space is opening its doors. 6901, the latest project by Egyptian creative Amir Fayo, marks an evolution from his cult-favourite Maison 69 into something more immersive, more layered, and decidedly more Cairo.

“Curating wasn’t enough. We needed to create,” says Amir Fayo. Where Maison 69 was known for assembling sharp edits of regional and international designers, 6901 feels like the next chapter: not just a store, but a lived-in universe built around the chaos and poetry of the city itself.
“The brand was built on the idea of cultural contradiction. Egyptian culture is incredibly rich in its contrasts – nothing fully makes sense, yet it somehow all works. That has become both the motto and strategy of the brand. You see this ideology expressed most clearly in the streets of Cairo, where what should clash instead flows together.”That street-born energy became the blueprint. 6901 lands in West El Balad at a moment when Downtown is buzzing again with galleries, bars, and independent projects, and the anticipation around its opening has been building quietly online and off. For Fayo and his team, it’s about mirroring the pulse outside the door.

“When we set out to choose a location, we knew it had to embody that spirit: the heart of Cairo’s streets and their layered contradictions. From there, we began to think about how to translate the street experience poetically and artistically into a store. We identified three main forces that shape the city’s energy: sound, street sellers, and food. These became the pillars of the space.”Inside, 6901 unfolds almost like a street you can wander. “The store is designed around these three forces. First, mahal el sandwhichat, our food and beverage concept, celebrates Egyptian ingredients and traditional dishes with a twist. Second, the record corner, in collaboration with Yellow Tape, creates a space where people can listen to music, discover records, and take them home. Third, the fashion offering – menswear and womenswear – is treated like a live workshop, with craftspeople present daily to tailor, customize, and add layers to garments.”It doesn’t stop at clothes. “Alongside clothing, we also curate collectible pieces: vintage vases, selected books, and jewelry collections created specifically for the store. Everything is designed by us and produced through our own outlets. That is what we’re bringing to life with 6901.”