Page 25 - March 2020

COVER STORY | PRIME OUTLET CAIRO

Unlocking A first of its kind in the country, Prime Outlet Cairo will offer

customers the first available brands in an outlet setting in
Opportunity Egypt. Here, RLI speaks with Prime Group Chairman Tamer

Wagih to discuss how the development came about and what

guests can expect when it opens its doors next year.

egular partners in designing and developing and finally the last phase will add an additional 5,000sq ft.
outlet centres, in 2016 BCIstudio and Freeport However due to the clever design from BCIstudio we can
started looking at spaces in Egypt, prompted extend this further if there is more demand.”
R by the significant growth in full price retail, Since announcing the project back at MAPIC last year,
the entry of major international brands and the rise of a progress on site has been moving forward at an exceptional
prosperous middle class. rate and the opening date in 2021 is very much achievable,
While it has not been easy to find suitable sites and especially given the building-friendly conditions in Egypt which
local development partners, the Egyptian government’s means construction can take place 12 months of the year.
programme of major infrastructure investment around While it is a little too early in the centre’s development
Cairo has unlocked something new over the past couple to talk about signings on-site, discussions have been ongoing
of years, with locations previously somewhat inaccessible since the start of the year and enthusiasm from core anchor
now well linked to the major population centres. brands has been high. This process is expected to step up a
The upcoming Eastgate development will be home to gear during and after the MIPIM event in Cannes.
many different elements, including premium residential “We are hopeful that we can bring some new entrants,
accommodation such as hotels and serviced apartments. Also perhaps facilitating the entry of retail brands that are
on site will be a major educational campus encompassing an currently considering Egypt but are not sure yet. We
international university and school, office and commercial must of course also point out that there are some truly
buildings and finally, an “Auto World”, a high end showroom excellent local and regional brands that we hope to attract
plus test circuit to enable top car manufacturers to showcase to Prime Outlet Cairo,” explains Wagih.
their products. Away from the retail brands, the outlet is looking to achieve
“This is a new concept to the Egyptian market, so we a comfortable mix of indoor and outdoor dining options “The scheme will be very different, it will have that outlet “Marketing and communication will be a huge challenge
have decided to go for a phased development strategy,” which initially will be more child and family oriented options. feel, something entirely new for Egypt that is architecturally moving forward and social media will be a massive part of
explains Tamer Wagih, Chairman of Prime Group, the When explaining how the project will bring something inspired equally by the Mediterranean and by local our work. This new scheme has a catchment of over ten
company behind the development. “There has been different to Cairo, Wagih says with this development they vernacular,” says Wagih. million within a 45-minute drive time, but we have to create
terrific interest in the project since we first announced it are looking to bring a different flavour to the city, a more Being designed as a whole new neighbourhood, the teams a whole new set of shopping habits and explain the outlet
and the first phase will open with a 14,000sq ft site that leisurely and more relaxed feel, much like a Mediterranean behind this have a blank canvas in terms of creating something concept to a new audience,” explains Wagih.
will include mostly merchandise but also a lot of food and summer evening along with offering a juxtaposition of that feels as if it fits together with sustainability in mind. As Following its successful launch at MAPIC 2019, the scheme
beverage offerings. The second phase will be 10,000sq m brands and leisure options. Egypt is not an oil economy, energy and water sustainability is will be showcased at MIPIM and Wagih is delighted that Prime
a core element of the design of Prime Outlet Cairo. Developments, supported by Freeport Retail, BCIstudio and
Inspiration for the project comes from the wider industry Injaz Developments will be in attendance alongside the Egyptian
itself; the people behind this upcoming outlet are constantly Government as this exciting new project begins to take shape.
monitoring the market and taking inspiration from emerging
trends and new concepts. “The scheme will be very different, it will have
As the project builds momentum before opening, Wagih that outlet feel, something entirely new for Egypt
believes that social media, particularly in a fast growing
city like Cairo, is going to be the most effective way of that is architecturally inspired equally by the
communicating with potential customers. Mediterranean and by local vernacular”