Ayzah Taha Al Qadi: Redesigning Retail Stores in Egypt

Student Status



Retail Design in Egypt is neglected due to the fact that many shop owners lack knowledge of its importance. Many speciality stores in Egypt suffer from numerous problems such as lack of harmony in typography, the unnecessary usage of Latin typography and the lack of visual identity, etc. This project is about capturing the stories of the local stores and retelling them through design. The aim is to redesign the stores by highlighting their identity and making them visible among the current market. A tailor store was chosen as a case study to be redesigned due its hidden location and need for renovations. The purpose of the project was to redesign the store without losing its identity. After talking with the owner,Taha Al Qadi and his son, Walid and listening to their stories, the style of the shop was determined upon the needs of the owners to the shop in collaboration with the retail designs necessary to promote the shop’s visual identity to its customers. This design approach led to using a vintage style that was captured from the feel of the shop and the stories told by the owner and his son. The main style was revolving around a purple suit Taha Al Qadi made and loved so much he kept it for himself. The whole process of the renovations was documented in a from of a video to capture the stories of Walid and Taha Al Qadi.


Arts Department

First Advisor

Bahia Shehab

Second Advisor

Ghalia ElSrakbi

Third Advisor

Haytham Nawar

Committee Member 1

Ahmed Ellaithy

Committee Member 2

Ahmad Saqfalhait

Committee Member 3

Ayman Ismail



Institutional Review Board (IRB) Approval

Not necessary for this item


This piece of art work is part of the "Interdisciplinarity and Design Third Graduating Class of Graphic Design Students The American University in Cairo – Spring 2018" catalog. Held at the AUC Sharjah Art Gallery on December 21st, 2018, the "ALT w Shidd" exhibition showcased bachelor projects by the third Graduating class of Graphic Design students. This year’s projects were divided into 5 panels according to their tackled themes. The panels included “Digital Design”, “Fashion Design”, “Publication Design”, “Advertising”, and “Retail and Branding”. A team of internal and external jury members were invited to each panel in order to provide ourstudents with critical feedback and evaluate the final outcome of their projects according to conducted research, applied methodologies, and undertaken creative design process. Jury members from within AUC included Ahmed Ellaithy (TTO -Technology Transfer Office) Ahmad Saqfalhait (GRDN), Ayman Ismail (Venture Lab), Brenda Segone (ARTV), Heba Safeyeldine (ARCH), Marwan Fayed (GRDN), May Hasebou (GRDN), Mahamad Khalil (GRDN), and Sherif Samy (GRDN). As for external jurors; they included Amira Aboulmagd (Al-Shorouk Publishing), Majd Elsherif (Matter Branding), Mohab Anis (Innovety), Nigel Fletcher-Jones (AUC Press), Sahar Zoghby (FP7), Samy Elias(Sahara Printing), Sawsan Mourad (El Beit Magazine), and Suzie Graiess (Association for the Protection of the Environment).


This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.

Publication Date

Fall 12-21-2018

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