photography by ahmed ehab
designed: 2015 by ramzi makram-ebeid

Sherwal is an Egyptian based design house that uses fabrics from around the world to create laid back and stylish clothes and accessories. My client approached me to design their new booth that would be in one of Cairo’s largest malls.

Since the collection includes an array of colors and patterns, I wanted to give it a simple backdrop and allow the items to really stand out, yet to also reflect the rustic and boho essence of the brand.

Inspiration & Circulation

The sherwal (Aladdin style pants) is the backbone of the brand, so I wanted to make them a focal point in the booth’s design. Inspired by markets in the Arab World and in India, I wanted to emulate the layers of folded and hanging pants. I chose the main wall to display the variety of colors and prints available at Sherwal, as well as to give an overall impression of the shop.

I felt the need to separate the areas, not only for circulation, but to divide the collections more efficiently.  I allocated enough space between the hanging displays, to give eyes time to rest and re-adjust before moving onto the next collection.

The display cases were designed to show a minimal number of accessories, allowing clients to focus on each of the products. The low stool seating doubles as extra display areas and are modular; they can be piled up or spread out in the space as necessary. The cashier desk also serves as a display and is positioned right at the front, allowing visitors to be greeted as they walk in.

Finishing Touches

Regarding the finishes, I used for solid wood with a gray stain to add richness to the space. The gray was also a perfect background for Sherwals vibrant colors.

Finally, the glass and metal handmade signage at the top of the large display tower is a reflection of the design house’s brand and can be visible from afar, thus attracting visitors from other parts of the mall with its colors, light and size.