November 2019 - Connection Cairo - Egypt.
Marbella Wall.
Connection Cairo is an exhibition organised by Gyptian, exploring the different ways Cairenes come together in one of the world's most hectic, but also most exciting, cosmopolitan centres. Our connectivity is not digital and electronic. It is real and materialises on a daily basis in the ways we commute across the city, socialise in the heart of the city, pursue our careers within the city, and experience the culture of our city, Cairo."
Marbella wall is my participation in Gyptian's latest exhibition,
Connection Cairo.
Concept
In a city heavily layered with advertising units, from outdoor billboards overlooking every street, to video adverts at every streetlight, to flyers being handed out at every intersection, it is no surprise that commercial branding has permeated every facet of life. In Cairo, less is definitely not more, and the sheer number of advertisements can often be overwhelming. Despite this, various brands – both local & international – have become an iconic part of Cairo’s imagery. These include brands we use at home, brands we see in the city’s streets, and of course brands we encounter when socialising.
In a city heavily layered with advertising units, from outdoor billboards overlooking every street, to video adverts at every streetlight, to flyers being handed out at every intersection, it is no surprise that commercial branding has permeated every facet of life. In Cairo, less is definitely not more, and the sheer number of advertisements can often be overwhelming. Despite this, various brands – both local & international – have become an iconic part of Cairo’s imagery. These include brands we use at home, brands we see in the city’s streets, and of course brands we encounter when socialising.
“For 7000 years, Egyptians have successfully used walls as methods for communication and expression. Today, 7000 years later, walls can be found across the city for this exact same purpose. The question that must be asked is: how healthy, or unhealthy, is this phenomenon?” - Ahmed Shalaby
Wall dimensions : 13m width* 4m hight.
