art d'égypte hosts 'echoes of luxury' within historical burial site

culturvator by art d’égypte presents ‘Echoes of Luxury’

Earlier this month, CulturVator by Art D’Égypte teamed up with MENA’s universal financial technology company, Valu, to launch an art exhibition celebrating a new era of luxury in the Egyptian market. Dubbed Echoes of Luxury: Past Wonders Inspiring Modern Opulence, the show was staged against the backdrop of the Djoser Pyramid in Saqqara, bringing together local and international designers through a carefully curated experience. Echoes of Luxury especially marked the launch of Ulter, a financing program by Valu designed to transform the luxury landscape in the context of a rich cultural heritage. ‘Art and Culture are important in passing down traditions and lifestyle. Through those tools, we can learn much about our ancestors and their vast knowledge. Art, often revered as a luxury, allows Ulter clients more accessibility to promoting such initiatives and having a role in shaping this landscape,’ Art D’Égypte founder Nadine Abdel Ghaffar tells designboom (see our previous interview with the Nadine here).

all images courtesy CulturVator by Art D’Égypte

an art exhibition within saqqara’s ancient burial site

The Echoes of Luxury exhibition has welcomed guests inside the Serapeum of Saqqara, an ancient burial site dedicated to the worship of the Greco-Egyptian god Serapis. In fact, this is the very first art show to have taken place at the Serapeum, an accomplishment CulturVator by Art D’Égypte (see more here) holds dear to its heart. Events like these serve ‘as a living archive that bridges the past and present, ensuring that Egypt’s rich cultural narratives are preserved and celebrated in a contemporary context. The ability to draw attention to often-overlooked historical sites and contribute to their preservation […] is also immensely gratifying,’ Nadine Abdel Ghaffar (more here) shares with designboom.

Echoes of Luxury took place in Saqqara

celebrating egypt’s luxury market with Ulter by valu

Building on Nadine’s words, art and luxury find common grounds, especially in Egypt, which pushed Valu to share the launch of Ulter amid the ancient site of Saqqara. This new financing product offers customers in Egypt the highest credit limit for luxury product purchases, allowing for significant acquisitions with flexible repayment plans of up to 60 months and no down payment, depending on the financed amount. The program provides unparalleled financial convenience and peace of mind, meeting the growing demand for flexible payment solutions in luxury goods, home finishing and furnishing, travel, automotive, marine transport, and other lifestyle-enhancing products and services. To coincide with the launch of Ulter, Valu has partnered with ten top-tier brands in the luxury sector — ranging from home furnishings to construction, finishing services, travel, yachting, and automotive.

inside the Serapeum, an ancient burial site

designboom explores art and luxury with guest speakers

In the spirit of combining innovation with heritage art, Echoes of Luxury brought together a lineup of distinguished guest speakers, including Angela Missoni, president of Missoni; Wafaa Hendawi, brand ambassador of Baccarat; Marcus Jocher, owner of the Christofle boutique in Germany; Mehdi Benbrahim, gemologist from Tiffany & Co; and globally renowned curator Giovanna Cicutto. Each traveled to Egypt to share their expertise in bridging modern design with ancient art, culture, and heritage. During our visit to the launch event, we spoke with several guest speakers who reflected on the evolving relationship between art and luxury, the demands of the current MENA market, and more.

the art exhibition acts as a living archive ‘that bridges the past and present’

When it comes to the relationship between art and luxury, curator Giovanna Cicutto builds on Nadine’s words, stating that, historically, wealthy patrons acquired art as a status symbol. Today, though, globalization has strengthened that connection and, as wealth becomes concentrated in emerging markets, demand for luxury goods, including art, has increased — leading to more art auctions, fairs, and galleries in these regions to cater to the new wealthy class. ‘Technology has also played a crucial role in shaping the relationship between art and luxury. The rise of online art platforms and digital art has made art more accessible to a wider audience, blurring the lines between traditional art institutions and luxury brands. This has created new opportunities for collaborations and partnerships […] leading to the creation of limited edition art pieces, branded collections, and immersive art experiences,’ Giovanna adds.

Echoes of Luxury was organized on the occasion of the launch of Ulter by Valu

With this connection growing successfully over the years, demands have, too, spiked exponentially. Baccarat’s Wafaa Hendawi emphasizes this point, arguing that ‘many luxury customers are extremely demanding. In this sense, to meet the real needs of customers, it is essential to adapt to market trends. At the same time, brands must assert themselves against the competition and stand out through their creativity.’ Angela Missoni confirms this message by noting that MENA clients are incredibly well-versed in the world of luxury thanks to the region’s wealthy lineage of traditions. ‘They know exactly what luxury and handcrafted items mean,’ she affirms.

installation view inside the Serapeum