My career started when I was 12 when I launched The Crazy Shop, a summer business selling crafts made by me and my friends. We retouched pottery from my uncle’s workshop, crafted yo-yos in my dad’s wood factory, baked brownies with my mom, made jewelry and jeans pouches with my cousins. Two years later we had our first growth milestone when a local showroom gave us a corner in their shop, finally allowing us to enjoy our summer break and hit the beach. It was a platform for creativity that both made us money and made us happy.

Eight years later, I moved from Cairo to Madrid, and my world exploded with color. The city was alive with plazas, markets, live music, experimental art, and micro-theaters - another platform for creativity woven into daily life. Every day held something new to explore, both in the city and within myself. That’s when I realized the power of curation in shaping our coexistence. The urban space was designed to bring out the playful inner child in everyone, and that seemed to make the city, and the people, so vibrant and happy.

That realization became my vocation.

How can we design shared spaces, contexts, and experiences that fuel individual curiosity while creating value for both people and businesses?

I believe businesses exist to serve society and their success thrives by creating real value
So, I help brands define and communicate their purpose. 

I believe businesses grow strongest when they stay true to their values.
So, I help them develop strategies that align success with integrity. 

I believe creativity is the bridge between vision and impact.
So, I create tools, spaces, and experiences that empower others to bring their ideas to life. (Your WHAT)

Through Urbn, I work with brands to shape spaces, strategies, and narratives that align with their purpose.
Through Cureate, I work with individuals to unlock creativity, simplify the process, and turn ideas into action.

Work with me at URBN:

Learn with me at Cureate:

Contact me to explore how we can amplify your message and strengthen your position as a genuine urban player.