Page 1


01. WHAT WE DO A. B. C. D.

ABOUT FMD OUR VISION OUR STORY OUR INSPIRATION

A. B. C. D. E.

FMD INTRODUCTORY DESIGN FILM DOCUMENTARY FMD OUTREACH PROGRAM FMD LAUNCH EVENT FMD X RISEUP FMD MEDIA COVERAGE

04. FMD 2019 PREPARATION A. OPEN CALL B. MEET AND GREET SESSION C. BEHIND THE SCENES COLLABORATION

05. FMD 2019 EVENT A. ABOUT B. EXHIBITION C. DESIGN FILMS I. LOCAL DESIGN FILMS II. INTERNATIONAL DESIGN FILMS D. TALKS AND PANEL DISCUSSIONS

CONTENTS

02. FMD TIMELINE 03. FMD ACHIEVEMENTS

2


01.

WHAT WE DO

A. ABOUT FMD B. OUR VISION C. OUR STORY D. OUR INSPIRATION

3


01.A. WHAT WE DO | ABOUT FMD

Film My Design (FMD) is a design-film event that takes

place in Cairo, Egypt. FMD aims to establish a creative community of Egyptian designers and filmmakers, who collaborate to produce design film documentaries, whereby the filmmaker documents the ‘design process’ of the designer(s) as the latter work(s) their way through concept and production. FMD’s first edition was held on the 15th and 16th of February 2019 with an exhibition, film screenings, talks and panel discussions.


01.B. WHAT WE DO | OUR VISION

OUR VISION is to establish Egypt as a precursor for the

dualistic relationship between design and film, to create a strong precedent for the design-film community in both the MENA region and the world.


01.C. WHAT WE DO | OUR STORY

ISRAA M. IBRAHIM

NADA SALEM

FARAH EL-RAFEI

Interior & Product Designer

INTERIOR DESIGNER

exhibitions coordinator

dual masters degree holder from Scuola Politecnica di Design (SPD), Milano, Italy

pursuing a master of fine arts in interior design, parsons school of design, new york

The National Pavilion of the United arab emirates La Biennale di Venezia

FMD co-founders graduated from the American University of Sharjah with a design background. They became active in the UAE and Italian design scenes within the fields of Exhibition Management, Interior and Product Design. Film My Design was borne out of the trio’s collective desire to promote Egypt’s rich design community.


01.D. WHAT WE DO | OUR INSPIRATION

These 2 events inspired us to establish FMD as a new initiative within Egypt’s creative scene .

Milano Design Film Festival (MDFF) is an annual, themed event that screens design films from across the globe. The festival’s main aim is to showcase how time changes the language of cultures and how innovation and creativity play an integral role in stimulating that change.

The Iconic City exhibition: Cairo NOW! City Incomplete held at the 2016 Dubai Design Week, was an exhibition curated by Mohamed Elshahed that showcased Cairo’s current design landscape and gathered young Egyptian designers from a range of creative disciplines, including Architecture, Furniture, Product, and Typeface design.


FMD TIMELINE

02.


FMD IDEA CAME TOGETHER

FEBRUARY

APRIL

JUNE

JULY TO NOVEMBER

FMD DOCUMENTARY COMPLETED

OPEN CALL ANNOUNCED

FMD LAUNCH EVENT

SHORTLISTED PARTICIPANTS ANNOUNCED

PARTICIPANTS COLLABORATION

2019

NOVEMBER

AUGUST

2018

2017

2016

02. FMD TIMELINE

MARCH

MAY

JULY

DECEMBER

FEBRUARY

FMD OUTREACH PROGRAM

OPEN CALL ENDED

PARTICIPANTS MEET & GREET SESSION

FMD PARTICIPATION AT RISEUP

FMD ANNUAL EVENT


FMD ACHIEVEMENTS

A. FMD INTRODUCTORY DESIGN FILM DOCUMENTARY B. FMD OUTREACH PROGRAM C. FMD LAUNCH EVENT D. FMD X RISEUP E. FMD MEDIA COVERAGE

03.


03.A. ACHIEVEMENTS | FMD INTRODUCTORY DESIGN FILM DOCUMENTARY

FMD’s First Design Film. To kick-start our initiative, we invited 5 designers and 5 filmmakers to narrate 5 different design stories. Each filmmaker was armed with a camera and a tripod, and captured their perception of the designer’s work. The collaboration was captured by Flink Studios, who worked closely with the FMD team to produce FMD’s first design film documentary. Duration: 35 minutes Language: Arabic & English (with Arabic subtitles)

CLICK HERE

for introductory documentary teaser

2019

2018

2017

COLLABORATORS

2016

AUGUST


03.A. ACHIEVEMENTS | FMD INTRODUCTORY DESIGN FILM DOCUMENTARY

Designer & Filmmaker Pairs. 1. Filmmaker Amr Laz Furniture Designer Yousra Yassin Design Entity Room No.9 2. Filmmaker Graphic Designers Design Entity 3.

Abdelrahman Dnewar Sarah Gebriel & Yasmin Osman Gebrl & Osmn

1

2

3

4

Filmmaker Mahmoud Gad Fashion Designer Caroline Yassa Design Entity CARO-LINE

4. Filmmaker Lighting Designer Design Entity

Youssef Tayeh Salma Hassaan Kelos

5. Filmmaker Architects Design Entity

Mohamed Elwy Youssef Farag & Fatima Moemen Qubix & RDW Architects

5

CLICK HERE

for more information on the designer/ filmmaker pairs

2019

2018

2017

COLLABORATORS

2016

AUGUST


03.B. ACHIEVEMENTS | FMD OUTREACH PROGRAM

FMD Talks.

THE GERMAN UNIVERSITY IN CAIRO

FMD reached out to universities, design studios, and film production houses across Cairo to introduce the FMD idea, and to invite creatives to participate in FMD’s various events. The aim was to start building a community that recognizes the importance of documenting theEgyptian design process.

HELWAN UNIVERSITY- FINE ARTS

2019

2018

2017

COLLABORATORS

2016

MODERN SCIENCES & ARTS UNIVERSITY

MARCH


03.C. ACHIEVEMENTS | FMD LAUNCH EVENT

FMD LAUNCH EVENT premiere of the FMD introductory design film documentary An Outdoor

150 attendees

A

Panel Discussion with FMD Co-founders & Sherine Hamdy & Some Jazz Music

The GrEEk Campus Library Rooftop

CLICK HERE

The 20 of April, 2018

for event recap video

th

MAIN SPONSOR

FURNITURE SPONSOR

Film Screening

MEDIA PARTNER

MUSIC BY


03.C. ACHIEVEMENTS | FMD LAUNCH EVENT

The First Reveal to the Public. FMD’s first public activation took place on April 20th, 2018 at the Greek Campus. The event featured the premiere of the FMD introductory design film documentary, a panel discussion moderated by Sherine Hamdy with FMD’s co-founders, and a music performance by The Riff Band.

CLICK HERE

for full photo album

2019

2018

2017

COLLABORATORS

2016

APRIL


03.D. ACHIEVEMENTS | FMD X RISEUP

FMD at RISEUP.

2019

2018

2017

COLLABORATORS

2016

FMD gave a talk at RiseUp 2018. The co-founders participated in a panel discussion, moderated by GUC Media Design Professor Dr. Amr Assaad. With considerable attendance from the RiseUp audience, the FMD co-founders talked about the journey of FMD, its relevance in the Egyptian design scene and discussed the upcoming FMD event.

DECEMBER


03.E. ACHIEVEMENTS | FMD MEDIA COVERAGE

COMMUNITY TIMES MAGAZINE MAY 2018 EDITION

CAIROSCENE FEATURE ARTICLE 11TH OF APRIL, 2018

CAIROSCENE FEATURE ARTICLE 15TH OF MAY, 2018

CLICK HERE

CLICK HERE

CLICK HERE

for full article, pages 25 - 26

for full article

for full article


FMD 2019 PREPARATION

A. OPEN CALL B. MEET AND GREET SESSION C. BEHIND THE SCENES COLLABORATION

04.


04.A. FMD 2019 PREPARATION | OPEN CALL

A Quest for Stories Worth Telling. From February to May 2018, FMD opened the floor to receiving applications from all Egyptian designers and filmmakers. We were looking for passionate, creative and talented local designers, who have interesting design stories to tell, and filmmakers, who can uniquely tell stories through their own lenses. The selected participating designers and filmmakers were to collaborate to produce engaging, impactful and inspiring design film documentaries. The final projects were to be showcased at FMD’s annual event.

2019

2018

2017

2016

FEBRUARY

MAY


04.B. FMD 2019 PREPARATION | MEET AND GREET SESSION

Shortlisted Participants Meet. When the designer and filmmaker participants were finalized, a meet and greet session was arranged by the FMD team to get the participants to meet and choose their respective teams. To help create a collaborative environment for everyone, a sample design film was screened and was followed by a workshop held by FMD advisors, Dr. Amr Assaad and Nedal Badr. Then, each participant gave a short presentation of their background and previous work.

2019

2018

2017

COLLABORATORS

Nedal Badr

2016

Dr. Amr Assaad

JULY


04.C. FMD 2019 PREPARATION | BEHIND THE SCENES COLLABORATION

Designer & Filmmaker Pairs. 1. Filmmaker Mohamed Magdy Designer Haitham Abdel Ghaffar Design Entity Sam Product Design 2. Filmmaker Designers Design Entity

Muhammad Taymour Nayera Magdy & Noha Khaled Blue++ Studio

1

2

3

4

3. Filmmakers Ally Eid & Peter Magdy Architect Mahmoud Riad Entities Rewind N’ Play & RiadArchitecture 4. Filmmaker Khoshoua Elgohary Architects Ebtissam, Ahmed, Muhammad Design Entity Encode Studio 5. Filmmaker Abdallah Abed Designers Islam, Marwa, Carol, David Design Entity Argineering

5

CLICK HERE

for more information on the designer/ filmmaker pairs

2019

2018

2017

COLLABORATORS

2016

JULY

FEBRUARY


FMD 2019 EVENT

A. ABOUT B. EXHIBITION C. DESIGN FILMS I. LOCAL DESIGN FILMS II. INTERNATIONAL DESIGN FILMS D. TALKS AND PANEL DISCUSSIONS

05.


FMD 2019 EVENT the first edition of an immersive experience with inspiring media

with MDFF (The Milano Design Film Festival) 520 attendees

1 5 4 9

Exhibition Local Design Films International Design Films Talks/ Panel Discussions

Zawya (Cinema Karim) The 15 & 16 of February, 2019 th

th

MAIN SPONSOR PROGRAM PARTNER VENUE PARTNER

CLICK HERE

for event recap video

COMMUNITY MEDIA PARTNER

GOLD MEDIA PARTNER


05.A. FMD 2019 EVENT | ABOUT

Inaugurating the FMD Annual Event. The FMD 2019 Event brought together creative professionals from Egypt’s diverse design and film scenes. Its program was in partnership with the Milano Design Film Festival (MDFF). The event was a first edition of what aims to be a long-term, prominent design film festival in Egypt and the MENA region. FMD 2019 was constituted of an exhibition, 5 local design films, 4 international design films, and 9 talks and panel discussions.

CLICK HERE

2019

2018

2017

COLLABORATORS

2016

to access the Event Catalogue

FEBRUARY


05.B. FMD 2019 EVENT | EXHIBITION

Showcasing the final products. The exhibition component of the FMD 2019 event was meant to give visitors a tangible glimpse of the participating designers’ work, featured in the screened design films.

2019

2018

2017

COLLABORATORS

2016

Entering into the space, visitors had the chance to see the design products and interact with them. According to their interest, visitors could learn more about the products, their designer, and the full story by watching the relevant design film.

FEBRUARY


05.C.I. FMD 2019 EVENT | LOCAL DESIGN FILMS

Films by the FMD Particpants.

5. SAM

Director: Muhammad Taymour Designer: Blue ++ Studio Duration: 43’

Director: Khoshoua Elgohary Designer: ENCODE Duration: 22’

Director: Abdallah Abed Designer: Argineering Duration: 15’

Director: Rewind N’Play Designer: RiadArchitecture Duration: 30’

Director: Mohamed Magdy Designer: Sam Product Design Duration: 23’40”

The journey of 2 designers through the breathtaking trails of Sinai

ENCODE challenges the conventional model of design production in Egypt

How one gadget transformed displays and exhibits into interactive experiences

How the music of a certain region can be reflected in its architecture

The creation of contemporary, culturally relevant lighting pieces

COLLABORATORS

2019

4. THE MUSICAL ARCHITECT

2018

3. MEET THE ARGINEERS

2017

2. ENCODE

2016

1. PATTERNS FROM THE SUN

FEBRUARY


05.C.II. FMD 2019 EVENT | INTERNATIONAL DESIGN FILMS

Films from MDFF.

2. HANDS ON. CRAFTING SERENITY IN DESIGN

3. OBJECT TO PROJECT. GIORGETTI DESIGN SINCE 1898

4. SILO 468

Language: English

Language: Original Language with English Subtitles

Language: Italian with English Subtitles

Language: Original language with English Subtitles

Duration: 23’53”

Duration:

Duration:

Duration:

How design helped heal a Haitian community after a shattering earthquake and a cholera epidemic

The significant role of craftsmanship in contemporary design culture

37’

The mesmerizing power of light captured by the construction of a permanent installation in Helsinki, Finland

2018

The contrast between tradition and innovation as it applies to Italian furniture manufacturer: Giorgetti

2017

32’

2016

COLLABORATORS

30’

2019

1. DESIGN THAT HEALS

FEBRUARY


05.D. FMD 2019 EVENT | TALKS AND PANEL DISCUSSIONS Talks by Prominent Figures in Egypt’s Creative Scene.

1

2

1. My Visual Storytelling Journey Filmmaker Karim Shaaban

3

2. Designing for Mass Customization Designer Amr Orensa (Pinocchio Furniture) 3. Filming Cairo Now! and Modernist Indignation Ahmad Hammoud, Ahmed Tahoun, Mai Elwakil, Moderator: Mohamed Elshahed

4

4. Finding Value in Video Content Excuse My Content Team, Moderator: Nayra El Berry

5

5. Design for a Cause Upfuse, The Doodle Factory, Moderator: Nedal Badr 6. Robabecciah the Informal City Islam Mashtooly & Mouaz Abouzaid

6

7. Branding the City Cairopolitan Team, Moderator: Salma Mobarak 8. The Art of Video Content Production Bare Entertainment Team

7

2018

2017

2016

COLLABORATORS

8

9

2019

9. Art and Culture as Urban Catalysts CLUSTER Team

FEBRUARY


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