Azza FAHMY COMMERCIAL STORE

Alexandria University - Faculty of Fine Arts

Eman Mounir

Project idea

This project focuses on designing a luxury commercial store for Azza Fahmy Jewellery, a renowned Egyptian brand recognized for combining Arab and Egyptian cultural heritage with contemporary jewelry design. The main design concept is based on creating a spatial experience that reflects the brand identity by integrating decorative elements inspired by Islamic art, Arabic calligraphy, and traditional craftsmanship with a modern luxurious aesthetic.
The design aims to transform the conventional shopping experience into a complete visual and sensory journey, allowing visitors to appreciate the cultural and artistic value of the products rather than viewing them solely as commercial items. The project also emphasizes showcasing the exceptional craftsmanship of the jewelry through interior spaces, material selection, lighting design, and architectural details.

Project description

The project involves designing a multi-level commercial retail store consisting of a ground floor and mezzanine level, dedicated to displaying and selling jewelry collections while enhancing customer experience and reinforcing brand identity.
The project scope includes designing all essential store functions, including:
A main reception area representing the brand identity.
Jewelry display zones designed for both security and visual attraction.
Customer service and private consultation areas.
Cashier and payment points.
Administrative offices and employee workspaces.
Secure storage rooms for valuable products.
Customer seating and waiting areas.
A double-height space to create a sense of luxury and visual openness.
Vertical circulation connecting the ground floor and mezzanine through an internal staircase serving different functional zones.
The design solution aims to achieve a balance between aesthetics, functionality, security requirements, and smooth user circulation within the store.

Technical information

The project was developed according to luxury retail interior design standards, focusing on both functionality and visual quality. The technical specifications include:
Project Type: Luxury Jewelry Retail Store.
Spatial System: Ground Floor + Mezzanine Level.
Design Style: Contemporary Luxury Design inspired by Egyptian and Islamic heritage.
Materials Used:
Premium natural marble for reception and display areas.
Brass and gold metal finishes to express luxury.
Natural wood panels and decorative wall cladding.
High-security glass display units for jewelry presentation.
Premium fabric upholstery in seating areas.
Lighting System:
Ambient lighting for general illumination.
Accent lighting focused on jewelry display pieces.
Decorative lighting enhancing visual identity.
Main Design Features:
Double-height space.
Built-in wall display units.
Integrated security systems for valuable products.
Clear circulation paths for customers and staff.
A balance between commercial display and cultural experience.