LOCAL    VOCAL 





Studio PARADIGM
My role

Conceptual Art Direction
Research Development and Writing
Editorial Design
Project Overview

It’s a possible starting point of creating an eye-opening perspective to resist conformism,
through meaningful and deep-rooted aesthetic exploration. We fundamentally reject the notion of “modern”
Egyptian design - “Modern” is derived from the colonial perspective of “modern world”, as a reference point in time
and history from the western point of view. LOCAL VOCAL is an attempt to resist the continuity of colonialism through design,
out of conviction that it is necessary to get out of a visual culture that is not relatable to the current time; it’s an ambition to assert that Local persona merits to have its own Voice and be recognized through an established discipline.





How might we attempt to decolonise Egyptian design identity and experiential language, to dissociate from the dominant continuum of colonial thinking?
                                                                                                              Can’t we saaay, Mahraganat [music] is the most contemporary element, non-affect Egyptian way of expression and being? 

                                                                                                                                                                                  ︎︎  An observational and explorative research dive took place into
MAHRAGANAT WORLD
- along with daily life particularities that make the context of Cairo - with the perspective of extracting characteristic attributes to translate them into visual criteria that may slowly forge insights that are relevant and support the local design viewpoint. Mahraganat is taken into consideration as the case study of what it is to be an Egyptian today; the soulful and sensorial dimension of it all - through its lyrics, energy and movements, they all express an unprecedent frank and real take on being in Cairo; leading the bittersweet life in society - between obstacles that are particular to Egypt’s sociocultural factors, and how the unique humor of what makes you an Egyptian -
                                                                                                                                                                                                                           has become an innate, powerful survival tool. 

                                                                                            Taken as an analogy and point of reference of analytical research,
                                                                  Mahraganat play a significant role as a resisting force; redirecting contemporary music as cultural, in-touch-with-reality medium - reflecting the way of being today in a vocal fashion,
                                                                                            instead of being focused on capital-generation, audience pleasing and following the industry’s calculated limitations.

                                                                                                                                                    










And so, if these attributes have morphed into visual criteria -- how possibly can it all be experienced in a tangible, relatable manner?



                                                 T H E     C H A I R.

what a wonderful witness to all the historical layers Egypt has went through since Ancient Egypt, Ottoman Empire, the French
and the British.  And so, you’ve got to wonder:

                    In an attempt to unlearn colonial visual cues and ︎︎︎   Solely reflecting the locality of Cairo from a contemporary time, how would a chair
                                                be designed?       





Egypt transitioned from a kingdom to a republic through numerous dictations on how to be. As a result, Egyptian representation is lost between colonial aesthetics and international design scene, which is a profound issue:

Egypt’s veritable design language did not get the freedom to form itself.

There’s a constant juxtaposition and artificial implementation of visual languages forcing a co-existence, in which neither is addressing the local persona and growth.







The designed chair is an explorative statement on how and Egyptian “chair” could be, without the inheritance of colonial mindset. The chair is the narration of the atypical functionality that we locally create - It evokes the Genius loci of Cairo’s functionality, it’s a reflection of our loudness, imperfection and meddling components to successfully reach a direct, active, non-idealistic and workable results without concerns of aesthetic quality. 
Intuitive Egyptian design is apodictic; we undeniably know when an Egyptian intervention took place, yet we do not recognize it in a formal significance.





LOCAL VOCAL  WAS SUBMITTED IN   ISOLA DESIGN AWARDS, ALTHOUGH IT DIDN’T RECIEVE AN AWARD -
                  IT WAS WELL WELCOMED BY THE PUBLIC THROUGH A VOTING SYSTEM, AND ITS EDITORIAL AS WELL AS ITS DESIGN OUTCOME WAS PUBLISHED IN ISOLA’S MAGAZINE. YOU CAN CHECK IT ALL OUT BELOW!




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