During the past decade, design has emerged as an area of increased interest for many Egyptians who aim to carve out a niche for a unique Egyptian signature at home and abroad, also to create job opportunities and increase exports from Egypt. Together with other Nordic countries Sweden has for many years developed a design tradition known for being minimalistic, bold, chic and modern. In recent years the Swedish embassy in Cairo has been engaging with Egyptian designers and design entrepreneurs to explore areas of mutual interest and potential cooperation.
Last June, the embassy organised two interactive back-to-back events in which more than 100 emerging Egyptian designers and design entrepreneurs. “The energy and talent among Egyptian designers and entrepreneurs is impressive,” said Sweden’s Ambassador to Egypt, Charlotta Sparre. “With Sweden’s expertise in design and entrepreneurship, including in how to reach international markets, there is great potential for collaboration between the two countries.”
The Embassy and the Swedish Institute (SI) organised a two-day workshop for 20 Egyptian textile designers and artists with Swedish designer Nina Jobs, hosted by Kemet Arts and Designs. An open call had been held on the Embassy’s Facebook page, with more than three hundred applicants. The final selection was made by Nina Jobs, Swedish Institute’s Project Coordinator Xenia Nikolskaya, and a committee of Egyptian industry professionals and academics, including Lamia Hassanein, co-founder of Tanis Fabrics and professors Ahmed Hosny and Reham Mohsen. During the workshop, Nina guided participants in designing new fabric patterns based on a garden theme.
Following the textile workshop, the Embassy then held an inspiring day-long seminar for Egyptian design entrepreneurs with several Swedish and Egyptian speakers. Tobias Lundqvist, Programme Director of the award-winning Berghs School of Communication, led the seminar on 13 June, which was attended by more than 120 Egyptian designers and entrepreneurs. The seminar covered topics such as international marketing, business model design, pricing and export, patent and intellectual copyrights, and sustainable design. Speakers included Morgan Andersson, Project Manager at Newstag; Hisham al-Gazzar, Export Consultant; Sherif Ibrahim, Patent Expert; Maja Jakobsson, Industrial Designers and entrepreneur; Charlotte Dedye Apelgren, Director of Interior and Design for Swedish Wood; and Aida Zayed, Fashion and Design Center Director for the Ministry of Trade.
The activity ended with a Ramadan Iftar hosted by the Ambassador.
Watani International
2 July 2017