A New Era of Italian Design Unfolds at Egypt’s Art of Form

Art of Form has always approached design as a dialogue between intuition, emotion, and craft. At the heart of the brand is a philosophy that values meaning over name, soul over signature, and the transformation of spaces into environments that are experienced as much as they are seen. Their approach is not about following trends but sensing beauty before it speaks, curating lifestyles with the same care that goes into every piece they select and every collection they embrace.

This ethos was on full display at “Newness Reimagined: A Journey Through Our Past, Present, and Future,” held at Art of Form’s showroom. The event welcomed Egypt’s leading architects, interior designers, and clients, alongside international figures, creating a setting that was as much about connection as it was about design.

The showroom turned into a canvas for timeless Italian craftsmanship, hosting the first Egyptian presentation of the Giorgetti × Maserati Collection, while celebrating new arrivals from Paola Lenti, Missoni Home, Formitalia, and Bosa. At the same moment, Art of Form announced its exclusive representation of Baxter and SICIS in Egypt, marking the start of a new chapter in the country’s luxury design landscape.

Walking through the space, the narrative of the brand unfolded naturally. The grounding presence of Paola Lenti and Missoni Home reflected its past, laying the foundations of Art of Form’s earliest chapters. Giorgetti, elevated through its collaboration with Maserati, embodied the present, while Baxter and SICIS pointed toward the future, marking the dawn of a new era for the Egyptian luxury design landscape. Each collection conversed effortlessly with the others, a testament to Art of Form’s ability to harmonize distinct aesthetics into a single, coherent vision.

It is this capacity to interpret, align, and elevate that defines the brand, not simply what it sells, but the worlds it creates. “Newness Reimagined” was done as a story told in form, material, and emotion, inviting the industry to experience design as a living, evolving expression of meaning.