Ramadan in Cairo is competitive. Every brand, every venue, every restaurant builds an Iftar experience. The question for Tabali was: how do you stand out without trying too hard — how do you feel unmistakably like Tabali, just turned up for the season?
The answer was The Ark. A tent concept that paired Tabali's oriental Egyptian authenticity with a more elevated, almost ceremonial visual language — heritage textures, gold details, arched shapes, the warmth of Ramadan without the visual cliches.
I contributed to the planning and strategy of the tents — working on the concept direction, the guest experience, and the campaign around it.
The tent ran a full program of Iftar and Suhoor service across the month, with a live ambiance built around traditional Egyptian hospitality. Beyond the food, we planned the pieces that make a Ramadan venue memorable — customized coasters, branded lanterns, electronic sebhas as giveaways, and a visual campaign that ran across invitations, OOH, and social.
The Ark also operated as its own venue identity — with live performances from artists like Hesham Abbas and Hamid El Shari, weekend specials, Tanoura nights, corporate Iftars, and a dedicated @tabalixtheark social presence that made the tent a destination in its own right.
Where every moment is an opportunity for gratitude.— The Ark campaign line
