C. Reality Unveils ‘Threads of Egypt’ at Cairo Design Week

Inside a restored factory in Downtown Cairo, C. Reality presents designs that reflect the country’s regions through material rather than map as part of Cairo Design Week 2025.

The name “C.Reality” was for a machine used in the cinema industry that transformed low-resolution images into high-resolution ones. This idea was developed by Amir Doas the CEO and Founder of C. Reality, into a design brand reshaping low-resolution living spaces into high-resolution living experiences. As Amir puts it “We want to have a bigger table where we serve more people —something people can connect with, be felt, and become part of their lives. That’s what we do at C. Reality.”

Redefining Egyptian products in a contemporary way, C. Reality has developed layers of the brand not only through products, but through experience, atmosphere, and storytelling. This creative reality has taken form in projects such as C. Reality Museum, C. Reality Metropolis, and C. Reality Boutique Hotel, each adding a new chapter to how people interact with space. Audience feedback continues to shape the journey, adding yet another layer to the equation.

This year, the brand presents ‘Threads of Egypt,’ unfolding across five regions. In the Delta, grids and layered planes recall cultivated fields and the quiet rhythm of daily labor. Alexandria appears through soft curves and weathered surfaces shaped by stone, light, and sea. Cairo emerges in structural gestures and industrial references, echoing the beloved chaos of the capital and its dense layers. Upper Egypt is expressed in grounded forms and textured surfaces shaped by the sustained Talli craft and ritual. Siwa takes form in pared-back geometry and earthen materials, rising directly from its surroundings. Each region carries its own palette, patterns, temperament, and mood, revealing how varied Egypt becomes the moment you travel through it.

The installation brings together layers of interior design, curation, and integrated pieces developed with collaborators, including Geb, who shaped the wall layering and finishes, and Christian Le Pascha, who leads the dinners offered each night. The launch came alive with a live Zar performance, filling the space with hypnotic rhythms and a sense of ritual healing. Even the food guided guests through Egypt’s regions, turning the experience into a multisensory journey of culture and creativity.

For the founder, Cairo Design Week holds personal meaning, “Cairo Design Week means a lot to me. This is where all the creatives meet. I met people who I got inspired from —people who contributed with many layers to the design community,” Amir says. As C. Reality continues to grow, the brand recently expanded with a Dubai office serving the GCC region, welcoming even more people to the table as its narrative scales.

C. Reality showcases ‘Threads of Egypt’ at Cairo Design Week, reimagining regional identities through materials, storytelling, and immersive design experiences led by founder Amir Doas.