The fashion platform's latest travels puts emerging brands, including those from Egypt, in the spotlight.
After journeying through the Middle East with a slate of pop-up stores, fashion agency and creative collective, Maison Pyramide, which is based in Cairo, Beirut and Paris, is set to open a pop-up in high-end London department store, Harvey Nichols. Aside from The Showroom, the company’s global sales and communication arm based in Paris, this will be their inaugural retail experience for a wider consumer audience in Europe.
Over the years, Maison Pyramide amassed a reputation for being a supporter to local artisans, emphasising brands that advance ethical sustainability and are fur-free. Through that, they have intricately curated a summer collection by a few of the most inspired talents on-the-rise internationally.
“Consumer behavior is shifting daily, we have seen through our series of temporary shops and showroom retail clients that while quite a few consumers are still keen on the luxury logo, emerging brands are offering a luxury that leading brands can’t offer: freshness. The savvy consumer wants to feel unique in their apparel,” says co-founders of Maison Pyramide, Giovanina Attieh, Nathalie Mroue and María S. Munoz.
The group's pop-up store, ‘The Shop’, will carry carry brands and designers such as Egypt's own Okhtein, Nafsika Skourti, Yosuzi and Dylanlex, as well as the work of Joanna Laura Constantine, Reine, Nadya Dzyak and Magnetic Midnight.
The unique set-up is on the 4th floor of the Knightsbridge-located Harvey Nichols and has been designed in partnership with design studios, K+1 and MIM Studios, who have worked with the late renowned architect Zaha Hadid. The Shop will host events, activations, and exclusive launches throughout its running period.
A share of the total proceeds from the sales will be invested into the youth educational programs initiated by the Elisa Sednaoui Foundation in Egypt, which established by Egyptian-Italian model and social entrepreneur, Elisa Sednaoui. The foundation is devoted to providing creative learning opportunities for children and youth within local communities both in Italy and Egypt.