Inspired by the vibrant energy of European city centers, we envisioned Eastown District New Cairo (EDNC) as a cultural melting pot where local charm meets global sophistication.

When SODIC asked us to reimagine retail for their new destination in Cairo, we knew we had to look beyond shops and restaurants. We set out to create a place where life happens.

Inspired by the bustling squares of Europe where strangers become friends over shared meals and chance encounters, we envisioned Eastown District New Cairo as a vibrant tapestry of experiences. Our strategy wove together the warmth of local hospitality with the excitement of global trends, creating a space where every visit promises a new discovery.

At the heart of our vision for EDNC is a simple truth: people yearn for a place to belong. Whether it’s watching a master chocolatier craft the perfect truffle, stumbling upon an open-air jazz performance, or joining friends for a meal at a trendy local eatery, EDNC is designed to be a stage for true human connections and real shared experiences. It’s more than a destination – it’s a new place to belong, one that celebrates the authentic moments that bring people together.