Introduction →

Reform is an internationally award-winning sustainable design brand from Cairo and the inventor of a patented technology that transforms recycled plastics into yarns, creating their signature Plastex material for fashion, furniture, and lifestyle products. Combining environmental responsibility with artisan craftsmanship, the brand produces pieces that are both innovative and meaningful. We designed Reform’s first physical retail store in Cairo, crafting an immersive space that brings their creativity, technology, and progressive ethos to life.

Strategy →

In a market often filled with superficial “green-washing,” our strategy was to position Reform as a truly fashionable and aspirational brand. Sustainability and recycled materials form the foundation of the brand, but the design and appeal had to stand on their own—stylish, high-quality, and desirable, without compromise. By focusing on creating a brand that could compete with any premium fashion label while remaining fully sustainable, we aimed for a more genuine and lasting impact, where the story of sustainability supports the brand’s identity rather than defining its visual language.

Concept & Design →

The store was designed as a mini workshop, celebrating the craftsmanship, community, and innovation at the heart of Reform. Natural materials were used in a way that feels modern rather than raw, reflecting the brand’s approach to sustainability: reimagining waste into desirable, high-quality products. The layout follows a circular flow around a central counter, guiding visitors through the experience while encouraging exploration. Perhaps the most iconic element is the custom-built conveyor belt displaying Plastex samples. Mechanically engineered for the store, the belt rotates with each purchase—online or in-store—visually translating products into the number of plastic bags reused, reinforcing the impact of each customer’s choice and making sustainability tangible, interactive, and celebratory.