By Hilary Diack

Cairo residents will soon have a hub for budding entrepreneurs in Egypt who need a kick start for their projects. Maadi-based creative and marketing guru Sahar El Arishy is offering a combination of expertise, hands-on experience, and marketing savvy to help aspiring entrepreneurs formulate their ideas, get the product right and learn how to merchandise it. That is where 18.213 steps in. Number 18, Road 213, in the heart of Maadi, will provide all of the above, plus a venue where they can get that vital first exposure. Cairo East Magazine welcomed El Arishy back to town after her sabbatical overseas.

CEM: How did the idea for 18.213 develop, and what is the concept?

SA: 18.213 started out as a very small experiment in 2012, it was the first pop-up venue in Egypt and it grew to be a space where anything is possible. We launched six exceptional events in fashion, art, and jewelry and it grew into a trend. Our newly developed concept can best be described as “event therapy”, combining a unique approach to brand storytelling with a physical experience that is curated with staging, music, ambiance and marketing. We dig deep into the DNA of our entrepreneur’s idea and discover what makes it magical and we create an event experience that is a party for the soul.

How do you see the startup market today?

Something phenomenal took place post 2011 in Egypt. I call it a “creative awakening”. Artists, designers, writers, filmmakers and entrepreneurs all found their voice and nothing could stop that zeal for “making it happen”. It’s a very exciting time to be in Egypt right now and I believe local startups will impact how we work, shop, interact and learn these next few years.

What do you have coming up?

I have a big vision for 18.213, which is to position it as an experiential launch pad for exceptional startup ideas. Egypt’s creative economy is growing rapidly and I want 18.213 to be the hub where it all happens. Our event calendar will be launched with the start of 2016, our space will showcase an eclectic mix of budding entrepreneurs that are starting movements in wellness and healthy eating, and the upcoming trend of learning mosaic art as a way of relaxing the senses and much more.

During your sojourn in Canada, what did you miss most about home?

Deciding to move from Egypt to Montreal in 2012 was a life-changing experience. Leaving my family behind was probably what I missed the most and of course the warmth of the climate and our people.

Contact details:

18.213

Number 18, Road 213

Maadi

https://www.facebook.com/18213Cairo

Reflexology Explained

By Hilary Diack

With a history that harks back as early as the Pharaohs; this holistic therapy has recently experienced a surge of interest, boosted by positive feedback from many who have undergone treatment. So, what is it all about? Cairo West Magazine tried it first hand, and had an insightful chat with reflexology practitioner and tutor Nada Rashed.

CWM: What are the roots of reflexology?

NR: Reflexology is an ancient practice that was possibly first recorded as a pictograph on the Egyptian tomb of Ankhamor in 2330 BC along with other medical procedures. The Chinese record, the Yellow Emperor’s Classic of Internal Medicine, which was written around 1,000 BC, has a chapter titled ‘Examining Foot Method’, and is the beginning of discussions in print about the connection of life force and points and areas on the feet.

How does it work?

Reflexology is the application of pressure to specific points and areas mainly on the feet, and sometimes the hands, or ears. These areas and reflex points correspond to different body organs and systems, and pressing them has a beneficial healing effect on the organs and person’s general health. Many people use it to complement other treatments when addressing conditions like anxiety, asthma, cancer treatment, cardiovascular issues, diabetes, headaches, kidney function, PMS, blocked lymphatic systems and sinusitis while others use it independently as well. The same rituals of foot reflexology apply but the session duration is shorter as the map presented on the hands is also smaller in comparison to the foot.

To represent how the body systems correspond to one another, reflexologists use reflexology “maps.” A good example of a reflexology map exists for the feet. Each foot represents a vertical half of the body:

• The left foot corresponds to the left side of the body and all organs, valves, etc. found there.
• The right foot corresponds to the right side of the body and all organs found there. For example, the liver is on the right side of the body, and therefore the corresponding reflex area is on the right foot.
• A reflexologist may perform a general integrated session and focus on specific areas that the client complains about or that she/he has identified as weak or congested during the session. According to reflexology theory, the practitioner works to balance out the whole body through the stimulation created via the different pressure types applied.

What is a reflexology treatment like?

A typical foot reflexology treatment is 45-60 minutes long and begins with a consultation about your health and lifestyle. You are then asked to remove your shoes and socks and sit comfortably in a reclining chair or on a massage table, but you remain fully clothed.

• The reflexologist proceeds to assess the feet and then stimulates various points to identify areas that are out of balance. The reflexologist may use certain techniques to warm the feet up. Then pressure is applied from the toes to the heel according to your comfort, emphasizing those points that need extra attention.

What are the after-effects?

Reactions may differ but most people feel calm and relaxed after a treatment. Others may feel more energized especially after the first day.

The Experience:

Shoes off! Initially there was a slight tickling feeling as my feet were worked on but that quickly abated and a feeling of relaxation set in. The reflexologist worked over each point of my feet, including my toes, identifying where I had stiffness or sensitivity and what points of the body needed to be “tuned”. She picked up on several minor ailments that had been bothering me, which were immediately addressed. The benefits were felt almost immediately. After the treatment I felt both relaxed and energised. A group of around 4- 6 sessions over period of a few weeks is usually recommended to get the best results.

Reflexology is great in helping you deal with a wide range of diseases in addition to creating an overall balance for the body and helping it to de-stress from the usual daily stresses.

It is recommended that you drink plenty of water after the session as it also helps you cleanse and get rid of any waste within your body.

Contacts:

Nada Rashed

Complementary Alternative Medicine Practitioner

AOR Professional Member

RAC Certified Reflexology Teacher

www.reflexologyegypt.com

FB: Reflexology Chapter of Egypt

Nada, I feel that we can add more on the points of the feet, and something on head and facial points as well as hands. What do you think?

By Hilary Diack

Dreaming of cutting through traffic, or feeling the scenery flash past as you enjoy the rush of wind around you? The thrill of riding a state-of-the-art motorbike is hard to beat, and definitely raises the adrenalin levels to the max. Cairo West Magazine comes up with the pick of the bunch, be tempted!

Ducati

The Scrambler:  The Ducati Scrambler is a contemporary bike that expresses the pure essence of motorcycling. Tried and tested materials such as the aluminium of the rear swing arm and engine covers and the steel of the teardrop tank and frame, which are combined with new-generation components such as front and rear LED lighting and LCD instruments. Wide handlebars and a long seat provide a comfortable, relaxed riding position and, together with the low weight, low centre of gravity and slightly knobby tyres, ensure pure riding fun whatever the situation.

Price starting from 95,000 EGP

Monster 821: Charismatic in its simplicity, it presented a bold and brave concept from the Bologna-based manufacturer, which signified a break from tradition. The Ducati Monster was incredibly successful for the company and kick-started a new and futuristic direction in motorcycling – the “naked”.  Coming in a choice of colors, there are three configurations – Sport, Touring and Urban.

Price starting from 125,000 EGP

Diavel: The name Diavel was inspired by the Bolognese dialect word for “devil”. One day, early in the development process of the bike, the first prototype was assembled and wheeled out in front of a group of Ducati engineers and technicians who were viewing the complete motorcycle for the first time. One person looking from the rear of the bike saw its silhouette and exclaimed in Bolognese dialect: “Ignurànt comm’ al diavel!” Which means: “Evil, just like the devil!”. With two eye-catching color schemes, the Diavel also comes in three configurations: Sport, Touring and Urban.

Price starts from 199,999 EGP
Harley Davison

Street XG750: Harley’s entry level comes with blacked-out finish, 750cc Liquid cooled “Revolution X” engine, Six speed transmission, Specially tuned shocks and a frame and suspension made for tight turns and quick moves.

Price starts from $10,888

Sportster Fort Eight XL1200X: A true urban warrior, agile handling, lowered suspension, low profile, solo seat and fat balloon tyres. 1200cc “Evolution”engine and famous peanut tank. Price starts from $14 888

Fat Bob FXDF: Big, bold and a brute of a machine of 103i “1690cc”, the Twin Cam Engine hugs the curves. Dual front headlights, 15-inch front wheel armed with dual brake discs and a rear 180mm tire.

Price starts from $24 888

Softail Breakout: With a wide rear section and lowered shocks giving a rear view for the 240mm wide tyre, it offers a forward reach riding position, high performance clutch sporting hydraulic actuation and 103ci air-cooled engine Twin Cam B.

Price starts from $32 888

V-rod Muscle: Powered by the 1250cc Liquid-Cooled engine with dual overhead cams an four valves per cylinder, which delivers 85FT LBS of Torque @6500RPM. 125HP so nothing rides smoother.  Ultra fat 240mm rear tyre, and a double barrel exhaust sending a mean statement.

Price starts from $27 888

Road Glide Special: This is all Rushmore Project Known as “road warrior’s bike of choice”. It Boasts a high output Twin Cam 103ci engine and 6 speed cruise drive transmission, Haymaker lights and the latest Boom Box 6.5 GT Audi system with GPS and touch screen. Comfort is the name.

Price starts from $ 38 888

KTM

KTM always has its finger on the pulse. True motorsports enthusiasts work here. People who know what it means to ride or drive a KTM vehicle. Every single model catches the eye with pure power and innovative design from which no beholder can wrest their attention. This alliance of power and style is not to be found only in every KTM shop, but above all at all the major exhibitions as well. KTM worlds of experience are created here, which convey that “Ready to Race” feeling to visitors, with all its emotions.

KTM

Duke:
The KTM Duke is agile, light and nimble, stable, precise, and sure-footed. The bike provides relaxed rides around town and in the country, thanks largely to the well-shaped and nicely padded seat. This is the new king of city traffic, way above any scooter or small bike available. Prices start at  EGP 45,000.

Adventure:
This motorcycle is tailored perfectly to the requirement of those who love dynamic travel. Key features like ABS, traction control, stability control, the WP semi-active suspension, cruise control and cornering light are standard with this model. It combines all a motorcyclist could wish for in terms of comfort, long distance capabilities and riding enjoyment.

Victory Cross Country Tour: The Cross County Tour carries a whopping 156 litres of gear atop a versatile cast-aluminium chassis. Ride two-up with fully loaded bags and the chassis is stable and confident. Strip it down for a solo ride by removing the quick-detach rear trunk. The Cross Country Tour is on sale in two colors, Gloss Black or Gloss Pearl White over Super Steel Grey.

• Largest Total Cargo Capacity in the World: Forty-one gallons of storage capacity makes this the most cargo space of any production motorcycle.
• Adjustable Passenger Floorboards: Give your passengers the control they deserve. Ensure their comfort with adjustable floorboards that range with three different positions.
• Confidence-Inspiring ABS: Own the road in any condition. The Victory Anti-Lock Brake System monitors traction to automatically provide control, stopping power, and confidence in any situation.
• Victory Comfort Control System : Turn the winds to your favor. Victory’s Comfort Control System provides upper and lower air controls that channel the wind to maximize your comfort.

Price starts from 230,000 EGP

Eclectic, Inspiring and Eminently Enjoyable

By Hilary Diack

Take an impassioned and creative group of entrepreneurs, an iconic Maadi villa, a lot of inspiration and hard work, and what do you come up with? Cairo East Magazine spoke with Nadia El Zarkani, co-founder of Maison du Caire to get the inside story on how the eclectic space came into being.

CEM: Nadia, when did you start Maison du Caire, and who are your partners?

NZ: We started in our current location, bit by bit, in February of 2015. When the opportunity popped up to create a design house in such an amazing old villa we needed to create a good team to bring the idea to life. We are six partners, all very different in many ways, but with a shared enthusiasm and energy for what we do: Nuniz bags, Nevine Soliman Design, Art et Voyage, our art gallery,
Adam Elwan bespoke jewelry, Raffaella Savides with The One and Pop Up Shop, our concept store.

We came together in a random way, not having known each other before, but we ended up with a great dynamic.

What was the initial idea behind Maison du Caire?

I had always wanted to have a place with Egyptian-made clothes, jewelry, accessories and household items, created by local artisans and craftsmen.  There was so much talent around, with beautiful work, but without the benefit of the right exposure. Rural communities were getting support from NGO’s for traditional crafts, but we were lacking a platform for young designers who wanted to carve out a career in their fields. Five years ago friends and I had started to initiate a project, but the climate at that time was just not supportive. The dream never died, and when I saw that a villa I had always admired was available for rent I knew that the time had come. It is not only about having a sales venue for the products, it is a gallery and place where people are welcome to pass by, relax, browse and chat, a place where they can feel refreshed and inspired.

Did Maison du Caire in part evolve from your already popular bags and leather goods label Nuniz?

Bags have been an obsession of sorts for me since I was very young. Around seven years ago I finally found time after being busy raising a family to pursue the idea of creating my own designs. It was essential to be sure of the quality, so I opened my own workshop and employed a skilled team who could deliver the standard required under my supervision. It has been both a hands-on and learning process, but the reward has been in seeing the Nuniz range going from strength to strength. Of course, the idea of having Maison du Caire was in part to have the right environment to showcase Nuniz creations.

What type of items can we find at Maison du Caire, and where are they sourced?

Importantly, nearly all of the products are locally made, many by our creative partners, with the remaining items coming from the Mediterranean and nearby countries. Our selection is constantly changing and evolving, so there is always something fresh and exciting in stock when people pop in. Apart from our gallery, where we host work by up-and-coming artists, you can find original clothing, home accessories and signature pieces of furniture, hand-crafted jewelry, foodstuffs, candles, and of course, Nuniz pure leather bags. We are committed to keeping the prices at a realistic level, without compromising on quality or our unique style, and accept orders and requests for custom-made pieces.

Have there been many challenges along the way?

Of course. Something like this does not come without its ups and downs. We continuously remind ourselves that it takes patience to get results, especially in Egypt. But when we see the appreciation for what we are doing we know it is worth it.

By Lydia Schoonderbeek and Hilary Diack

Put together two people with an adventurous spirit, a passion for travel, and a love of music (and a fair measure of talent) and you get a unique concept that has everyone sitting up and taking notice. Cairo West Magazine caught up with filmmakers Diana Boccara and Leo Longo during their recent visit to Egypt.

CWM: Diana, how did the idea for Around the World in 80 Music Videos originate?

Both Leo and I have strong backgrounds in TV production and screenwriting in Brazil, our home country, especially in reality shows.

We always wanted to work on a project of our own. After a road trip we did in the south of the USA last year we came back with the idea to keep travelling and to work with music. We ended up combining our expertise on filmmaking with travelling and music and that led us to the perfect final visual material, the music video. We also wanted to create and to establish a new way of working, that would not involve any currency exchange, just collaboration between artists and filmmakers around the world.

Have you been surprised by the level of talent you have come across while travelling from country to country?

We were expecting to find great music and artists all over the world but what came as a surprised to us is to find out that everywhere we go, there are great musicians willing to collaborate with us and to participate on our project.

What have been stand-out moments?

One moment that was extremely important for us was how we got the location to shoot Cairokee’s music video. It’s always very difficult to find locations for the music videos because we don’t speak the language and we don’t know anyone or anywhere in the cities we visit. In Cairo, we didn’t have a place to shoot the video till one day before the actual shoot. A blogger we came across offered his building rooftop, without even knowing that the band was going to be Cairokee or without having met us before. And, besides being an amazing human being,  Mahmoud is also a great photographer who did all the pictures for the shoot.

How was your experience in Cairo?

Unfortunately, we are always running against time to accomplish everything. We wish we could have seen more of Cairo. Way more. But we did get to see the Pyramids, something unforgettable and an experience of a lifetime. Our time in Cairo was very special to us, specially to me. My father was born in Cairo back in the 40’s and I have been listening to his stories about his childhood in Egypt all my life. And we had a great time with Cairokee and the challenges we had to produce a music video in a city we knew NO ONE!

Why did you decide to work with Cairokee (and how did you get in touch)?

During our research of bands in the Middle East we came across Cairokee. And we fell in love with their music, and their attitude as a band. So, Leo wrote to them, just to congratulate the band on their music and see if they would come on board, not expecting really that they would answer. They did,  and the answer was yes.

How many countries have you visited till now and which has been your favourite? 

We’ve started the project in Brazil, where we shot 10 music videos with Brazilian bands. Then, we went to Portugal, France, Switzerland, Italy, Germany, England, Scotland, Ireland, Egypt, Russia and soon India.  So, so far, 12 countries. Then we will go to Hong Kong, South Korea, Australia, New Zealand, USA, Mexico and South America. It’s hard to say what were our favorite countries, because all of them have something. But so far I would say that Portugal, Egypt and Russia have been the ones where we have made great friends.

Why is this project important to you and Leo? 

Filmmakers and artists around the world have the power to influence others and to inspire the world around them to live a better life. With the project, we are building a collaborative network of artists, musicians and filmmakers around the world, bringing different cultures together through music and film, besides exploring the world, not as tourists, but as locals.