AD: How EMIT is Pioneering a New Coastal Lifestyle Ecosystem in Egypt

An Egyptian brand is preparing to make history in the luxury marine world with the upcoming launch of the EMIT E56, set to become the largest serial-production yacht built in Egypt. While this new flagship model is designed to compete directly with established European giants, the brand behind it, EMIT, is focused on the bigger goal of creating a cultural movement. Having begun as a high-performance boat manufacturer, EMIT is now pioneering a lifestyle based on coastal living, community and innovative design, doing so by building a whole lifestyle ecosystem that blends craftsmanship, content and curated experiences to redefine life on the water in Egypt and the wider region. Designed to push marine innovation forward in the region, the E56 signals EMIT's ambitions to set new standards in world-class quality. The E56 is more than a new model,” Bassem Aly, Founder & CEO of EMIT, tells CairoScene. “It’s a statement that world-class marine craftsmanship can be developed and built right here in Egypt.” Ultimately, though, what underpins EMIT’s philosophy is that a boat should be the entry point, not the destination, which is driven by distinct pillars that extend the EMIT experience beyond the boat. A major cornerstone of this new ecosystem is EMIT TALKS, a unique content concept that stands as the first success-driven podcast filmed entirely on a boat. The series combines deep, meaningful storytelling with cinematic boat visuals in its focus on tales of success and ambition with leading figures from the worlds of business, sports, arts and culture. “We didn’t want to create a typical talk show,” explains Hakim Aly, Managing Partner & Co-Owner of EMIT. “The show redefines the kind of environment where ambition is discussed by making the sea and boat our studio.”  The EMIT philosophy also translated into another subbrand, EMIT Lifestyle - a clothing and accessories line that embodies the brand’s design-driven sensibilities and inspired by the sartorial traditions of life on the water. The line focuses as much on durability and function as it does on elegant aesthetics, a combination that was perfectly captured in their first collaboration: a premium, handcrafted leather bag designed as a practical boating day companion.  Acting as the social heartbeat of the ecosystem, meanwhile, is APERO With EMIT, a signature curated event that looks to give new meaning to coastal leisure. Exclusive yet inviting, sophisticated yet relaxed, the events bring together a community that appreciates modern design and meaningful connection. “There are hundreds of boat shows,” Hakim Aly explains. “We’re creating an experience that builds on EMIT’s biggest asset: our community. Our boats may be beautiful, but what makes EMIT truly exceptional is the people who gather around them.” The upcoming 2025 celebration will be the final community gathering of the year, providing a fitting finale to a period of success. With a growing following, the expansion of EMIT TALKS, the evolution of EMIT Lifestyle and the awaited E56 launch on the horizon, EMIT has emerged as a force of lifestyle and culture, one that isn’t rooted in the technicalities of boating, but in community, creativity and a shared love of the sea.