Egypt’s seat of power and political influence for over
700 years and the most prominent monument of
Historic Cairo World Heritage Site.
2022-2024
The Government of Egypt sought an investor to transform Salah al-Din Citadel into a full-day destination by enhancing facilities and visitor services, introducing new attractions, and extending visitation time to a full day while maximising economic returns.
SPV Co-Founding for Citadel Management
Co-founded the Citadel for Asset Management, a special purpose vehicle (SPV) created to operate the Salah al-Din Citadel, as part of the winning consortium led by Torasna and Young & Urban.
Masterplan Development
Developed the masterplan for the Salah al-Din Citadel with a vision to preserve and promote its outstanding universal values, and create
a thriving historical destination steeped in contemporary
cultural experiences.
Destination Repositioning
Repositioned Salah al-Din Citadel as a vibrant must-visit destination for cultural and heritage tourism, drawing a new profile of local visitors. This was achieved through innovative cultural programming, enhanced visitor services, and strategic marketing campaigns.
Rebranding Strategy
Led the rebranding efforts by crafting a cohesive brand narrative that captured the historic and cultural significance of the Salah al-Din Citadel while aligning it with contemporary visitor expectations.
Communication & Outreach
Developed targeted communication strategies
to engage diverse audiences, from local communities and tourists to international stakeholders, through digital platforms, social media campaigns, and on-site storytelling elements such as signage and interpretive panels.
Infrastructure & Facility Upgrades
Improved the site infrastructure and upgraded
facilities, enhancing the overall visitor experience through the installation of a modern signage and way-finding system, redesign of staff uniforms, and the design and implementat
Adaptive Reuse Concepts
Developed over 40 original adaptive reuse concepts, reimagining approximately 65,000 square meters of built space within buildings spanning the Mamluk and Ottoman eras. These concepts seamlessly blend historical preservation with contemporary functionality,
ensuring the sustainable rev
Dar al-Darb Experience Centre
Created the Dar al-Darb Experience Centre by adaptively reusing this historic monument as a space for hosting major cultural events while preserving the Citadel’s heritage through non-invasive interventions.
Al Mahka Cafeteria Revamp
Conceptualised, designed, and implemented the transformation of an abandoned building in Al Mahka into a vibrant cafeteria,
seamlessly blending indoor and outdoor spaces. Repurposed the southern section into a state-of-the-art kitchen and visitor service area, enhancing functionality and elevating
the overall guest experience.
VIP Lounge & Wedding Suites
Conceptualised and designed the Mohamed Ali Pasha VIP Lounge and Wedding Suites as an elegant venue for VIP events and weddings. Revitalised the space to harmoniously combine Ottoman architectural influences with modern amenities, creating a luxurious
experience that seamlessly blends history, tradition, and contemporary comfort.
Al Mahka Ottoman Building Revitalisation
Conceptualised and designed the revitalisation of an Ottoman-era building in Al Mahka, transforming it into a vibrant hub for retail, dining, and creative industries. Green elements were integrated into the design, with an open courtyard enhancing natural
light and ventilation
Tower Transformation & Activation
Conceptualised, designed, and implemented the transformation of Al Haddad and Al Ramla Towers of the Salah al-Din Citadel into visitor attractions offering panoramic views of Cairo. Prepared them to host pop-up events and fine
dining experiences