Introduction →

Maison 69 is a one-of-a-kind retail destination in Cairo and a landmark example of experiential retail executed at scale. Conceived first and foremost as a fashion retail store, the 4,000-square-meter project unfolds as a layered lifestyle environment where retail, culture, and hospitality intersect. Developed over two years and shaped through deep interior architectural intervention—including major modifications to the building’s structure and layout—the space brings together a modern bakery, a restaurant, a working bookstore, curated souvenirs, and a furniture brand within a single cohesive vision. Rather than existing as separate venues, these programs form a fluid spatial narrative that invites visitors to wander, discover, and linger. The project demanded a careful orchestration of operational design, customer journeys, and experiential touch-points, resulting in a destination that has quickly become a design icon in Cairo and a point of interest for global retail and fashion observers, including voices from The Business of Fashion, Architectural Digest Middle East, and other leading design publications.

Strategy →

The primary challenge of the project was expanding the vision of Maison 69 from a beloved fashion boutique into a multi-faceted lifestyle destination without losing the identity that made the original downtown store so cherished. Building on the strong legacy and loyal following of the first Maison 69 location meant that expectations were already high. At the same time, the project sought to unlock new revenue streams beyond fashion retail by introducing complementary experiences and programs. Our strategy focused on amplifying three key pillars: scale, quality, and immersive experience—anchored above all by social interaction. Maison 69 was conceived not simply as a retail environment but as a welcoming social space where people could gather, explore, and connect. The design embraced a sense of generosity in scale and detail, creating a rich and layered environment where different experiences coexist. Whether through fashion, beauty, literature, design, furniture, or art, the space was designed so that every visitor could find something that resonates with them, reinforcing Maison 69 as a vibrant cultural and social destination rather than just a place to shop.

Concept & Design →

Maison 69 stands as a true case study in contemporary retail design, conceived and executed far beyond conventional approaches. The complexity of its multi-layered program demanded a deep dive into every aspect of the experience—rethinking operational models, user journeys, and spatial choreography. The store was conceived as a real home, where each space embodies the emotional understanding of a domestic environment and reflects the warmth, intimacy, and rhythm of a lived-in home. More than designing a store, the project challenged us to reconsider what a shop means today: a place not only to purchase, but to explore, linger, connect, and engage with a brand on multiple levels. Each element—from circulation and Art installations to atmosphere and program integration—was crafted to create a seamless, immersive experience that redefines the possibilities of what a retail space should actually do, and the center stage it occupies in a brand’s ecosystem.