C.Reality has announced a collaboration with Art D’Egypt and Orascom, in which an installation based on the traditional pigeon tower was designed and set up in the open- air exhibition at O West. The concept was created by Sarah Sarofim, designed by Mohamed Salem and implemented by C.Reality, and will be revealed on the 26th of March 2021 at the opening of “When Art Meets Design”.
The design is inspired from a French quote “petit à petit l’oiseau fait son nid” which translates into “little by little the bird forms his nest”, this design is created to offer spectators a meditative experience, and to inspire people to look inward instead of outwards to find peace.
The circular shape is also designed to represent the wholesomeness of a community, it is a symbol of coexistence, where the whole embraces individuality. The experience is about how you become one with the community when you’re at peace.
The quote also reflects our philosophy at C.Reality, which fuels our brand culture to help people step by step build their homes.
This event by Art D’Egypte focuses on finding harmony in difference. The idea of the event revolves around O West platform “Live Uncommon” which resulted in a very uncommon exhibitions in which designers, artists, photographers, and developers, collaborate on a project, in one artistic platform. Not only is each piece going to be unpredictable, but the exhibition as a whole, how everything comes together, is also, exceptional.
To quote our artist Sarah Sarofim, “inspired by pigeon towers in Egypt’s countryside, with their holes and patterns that allow for light and air to flow, we’re creating a space that invites you to look at the tangibility of light and its artistic potential.
image © Mohamed El-Gammal
The shape allows the light to go in, and make shadows, resulting in a constant state of change. The holes become places to look in and look out, look through and look beyond, makers of shapes and patterns inviting you to navigate the space with curiosity, with care and intimacy, just like a bird would a pigeon tower.”
It is one of our goals in C.Reality to always support and create local artistic designs that inspire wonder and innovation for all our clients as we believe that “local is the new luxury”, therefore encourage collaborations between different sectors to elevate the perception of the Egyptian creative industry.
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