FashionAlert Fashion Fanatics: Massimo Dutti Just Launched Their Newest Branch in Cairo!

Summer El-MorallyJune 20, 20196 min
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Well, we’d have to say that when it comes to fashion, too much is never enough! We’re always craving that cherry on top that makes our shopping experience a whole lot smoother.

That being said; we have finally found that cherry we’ve been craving, and it’s the fact that Massimo Dutti has opened their newest branch in Cairo and we simply can’t keep it together from the excitement!

On the 12th of June, Massimo Dutti celebrated the opening of its new Flagship store in Mohandeseen with the presence of the brand’s ambassadors Bassel Alzaro and Nardine Farag, along with very selective media and guests such as Samar Morsi, Noha Abdelaziz, Heba Serag el Din, and Maysa Azab.

The store’s 200 m2 of retail space is distributed over 1 floor, split into menswear and women’s collections. Developed entirely by Massimo Dutti, the interior design is based on the use of fresh materials, finishes, and lighting. The Italian Serpeggiante marble floor, in beige with a linear grain and laid in a herringbone style, provides a touch of elegance to a setting that mixes modernity and contemporaneity. The lighting has been designed with great attention to detail.

Spotlights make the collections the focal point and different lamps add the perfect amount of ambient lighting, creating a warm atmosphere that places the collections center stage. In this new store, all the details fall into place to consolidate the identity and lifestyle of the brand, transmitting a sense of quality, an inherent value of all Massimo Dutti collections. In this way, the wood furnishings add to the warm atmosphere with a balanced combination of modern tables in the center with smaller 50s-style armchairs and short pile carpets.

In addition to being the Inditex Group’s most advanced eco-efficient store concept, the new store also showcases a series of innovative elements that bring fashion and technology together, elements that Massimo Dutti presented a year ago in its flagship store on Paseo de Gracia in Barcelona.


The new store is in line with the Inditex Group’s most advanced concepts of sustainability. Electricity consumption has been reduced by some 30% and water consumption by 40% in comparison with conventional stores. The eco-efficiency measures implemented include a store lighting system that optimizes the lighting of the furnishings and the exclusive use of LED bulbs. The lighting system also enables partial lighting of store spaces depending on the time of day and tasks to be carried out, as well as automatic activation when a presence is detected in internal working areas.

Optimal air conditioning and ventilation are achieved using thermal insulation, and a ventilation control that varies according to space occupation, calculated using CO2 measurements. The equipment installed employs inverter technology capable of regulating itself depending on the demand for heating or cooling, adapting at all times to consumption needs. The air curtain is controlled by a probe and allows three working levels depending on the air temperature on the premises. Finally, control and monitoring devices allow instant distance readings of consumption levels, making it possible to detect and correct any anomaly affecting the use of the facilities and their consumption.

Summer El-Morally

Persistence is her middle name and she doesn't rest until getting the job done. Having a lot of experience in everything fashion related, she's our go-to girl when it comes to Elie Saab, Marc Jacobs, Ralph Lauren, or Alexander McQueen.

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