18.213 Cairo

18.213 Cairo Every great brand has a story to tell that gives it purpose.
18.213 digs deep into the DNA of an entrepreneur’s idea and discovers what makes it unique. Why?
(10)

There was a space. That was once an art gallery. Then a freelance marketing office. That decided to stand for something bigger. A place where great stories can be shared. Stories created by people that love what they do. I design experiential branding strategies and Pop-Up launch events for brands that have purpose and intention. Ideas that change the way we work, learn, communicate and connect.


18.213 brings an entrepreneur's idea to life .....

You might think 18.213 is a series of random numbers. Its not. Its the address of my space in Cairo, Egypt. Because it sparks up a different kind of conversation. My entrepreneurial experience blended with the exposure of living in 3 different continents, has shown that companies that are remembered are those that function with a clear purpose and are committed to making a difference in people’s lives. I love ideas that matter. I keep exploring till I find an entrepreneur that has a big dream. I listen. And listen some more. Then the magic begins. I discover that special ingredient that makes an idea stand out. And then I create a performance where you get to experience not only the story but the person behind it.

18.213 inspires entrepreneurs to tell their story differently. We do it boldly. With loads of passion. And its real.

04/04/2023

**** I know it's been a while .. but Ramadan is here and as this month is all about slowing down and looking within.. I decided to do a brief digital detox.

BRAND STORY BITE #17

ALL BRANDS SOLVE A PROBLEM FOR A SPECIFIC NEED...

Our lives are busy, maybe too busy.

We are constantly looking for apps, services, products and providers that can make it EASIER to cope and deal with our everyday lives.

But, how are YOU as a brand sharing that STORY?

Pushy ads that show the shiny features of what your product or service does?

Content that uses "influential" social media rock stars to SELL your brand?

Paying Cairo Scene to write a promotional article to gain visibility to a wide audience?

Or, are you THINKING OUT OF THE BOX and coming up with a Story that uses characters that you can SEE YOURSELF IN, that have relatable PROBLEMS that you face at work or at home.

Let me show you what I mean...

VIDEO CREDIT: Apple

13/03/2023

BRAND STORY BITE # 15

WHAT ARE YOU REALLY SELLING?

When you look at iconic legacy brands that you have been blindly using for decades...

DOHA -
REGINA
AHRAM BEVERAGES
NESTLE
BISCO MISR
IKEA
ZARA

EXERCISE:
What do you immediately associate with each of these brands?

DOHA - spices
REGINA - pasta
AHRAM BEVERAGES - alcohol
NESTLE - dairy + water
BISCO MISR- Tea biscuits
IKEA- DIY Scandinavian furniture
ZARA- Affordable hip fast fashion

But what do they REALLY SELL?

DOHA - Helps enhance our cooking with love and flavor
REGINA - Comfort in a bowl
AHRAM BEVERAGES - Party time and celebration
NESTLE - Nourishment for our family
BISCO MISR- Our happy childhood memories
IKEA- Makes our house a home
ZARA- Feeling good about ourselves

Now, ask yourself what am I really providing through my product or service.

(VIDEO CREDIT: GE GLOBAL)

09/03/2023

BRAND STORY BITE #14

YOUR BRAND IS NOT FOR EVERYONE ON THE PLANET!!!

When I meet a prospective client and ask them " So, who is your target customer?"

The answer most of the time is "Everyone".

If your brand is trying to reach the whole market, you will end up reaching no one.

Focusing on the smallest viable market (SVM) is what will help your growth.

Find a corner of the market that CAN'T wait to hear what you have to offer because it aligns with what they need, but more importantly what they BELIEVE is true to them.

Airbnb's business model is grounded in their slogan of "live like a local", their target market is travelers who are looking for alternative lodging options to traditional hotels. More specifically, they're often looking for a more localized experience.
(credit: airbnb)

That is a very SPECIFIC target audience. It's definitely NOT EVERY TRAVELER in the world looking for accommodation.

EXERCISE:

Ask yourself, who is your smallest viable market and how crowded is that space? Can you OWN that space?

Video Credits: Airbnb

03/03/2023

BRAND STORY BITE #12

HOW CAN BRAND STORYTELLING BECOME MICRO EXPERIENCES?

We all have to agree with a basic fact.

Brands are part of a very NOISY WORLD.

Consumers are on info overload just by glancing at their phone.

Notifications Notifications Notifications

So, how can you become MEMORABLE?

2023 is all about the "attention economy" and how much headspace you can attract for your brand.

ROE + ROS = MEMORABILITY ( I came up with the formula)

Return on Experience + Return on Story is what people will remember because it's about how you make them FEEL not only what you SELL.

At 18.213, prospective clients are welcomed with 2 distinct "story moments" during a meeting.

Warm, homemade chocolate chip cookies
The aroma of a distinct scent of vanilla and cinnamon.

These are not random, but incredibly INTENTIONAL.

LESSON:

Do you have an intentional customer experience for your brand?

EXERCISE:

Unpack your customer journey, track all the touch points your client has with your brand experience and turn them into "story moments".

27/02/2023

BRAND STORY BITE #11

GETTING TO KNOW YOUR IDEAL CUSTOMER!

Think about this for a moment.
You finally have your new product or service.
It's LAUNCH DAY! It's your BIG REVEAL

You spent a big chunk of your marketing spend on an online and offline campaign to BROADCAST that you EXIST.

Did you actually THINK intentionally on who your ideal customer is, before creating your campaign?

Did you ask yourself all the important questions about who they are?

If you answered a big YES to these questions then you are on your way to creating a TRIBE OF FANS around what you stand for.

If you answered a big NO. Then your shiny campaign will simply fall FLAT.

LESSON:
Know your customer as well as you know your BEST FRIEND

EXERCISE:

Get a piece of paper and write down EVERYTHING you know about your dream customer. And, please get very detailed its not just about how old they are or where they live. It's about WHO THEY ARE AS HUMAN BEINGS.

24/02/2023

BRAND STORY BITE #9

HOW IS STORYTELLING & PIZZA DOUGH RELATED?

Creating a remarkable delicious pizza takes TIME.

It needs QUALITY ingredients
A PASSIONATE chef
A UNIQUE selling edge
And a COMPELLING narrative

Any strong Brand Story needs to tap into the TRUE ESSENCE of what it stands for (ingredients), it has to be infused with the innate passion of its entrepreneur (chef) and offer something that no other brand offers (edge).

2 Summers ago, my family and I travelled to where I lived as a little girl, Palo Alto, California.

One of the highlights of our trip was to go and have lunch at our favorite Pizza restaurant Luigie's and 40 years later the Pizza we ate was exactly the same wonderful experience I remembered as a child.

22/02/2023

BRAND STORY BITE #8

Sharing your BRAND STORY is about being AUTHENTICALLY who you are.

At times it inspires you to step into the UNKNOWN.

VIDEO storytelling is the FUTURE.

So, here goes.

BRAND STORY BITE #7WHAT IS MY CUSTOMER THINKING ABOUT IN 2023?Covid-19 will be remembered in history as the pandemic th...
21/02/2023

BRAND STORY BITE #7

WHAT IS MY CUSTOMER THINKING ABOUT IN 2023?

Covid-19 will be remembered in history as the pandemic that put the globe on “pause”.

Economies froze, airspace suspended, businesses shut down, e-commerce exploded, health systems collapsed and the simple act of human connection was eradicated.

Is there a silver lining? Maybe.

Uncertainty and crisis is an opportunity to “lean in” to where our business wants to go next. And, how we want to be perceived post-crisis in a very different world.

So, as customers who have we become?

SELECTIVE in who we choose to trust

LOYAL to brands that truly MATTER.

INFORMING ourselves about BRAND VALUES and ETHICS

CHOOSING to buy ONLINE rather than in a shop or mall.

CONSUMERISM has been replaced by MINIMALISM

LESSON:

Creating a customer profile in 2023 is not only about demographics but more importantly PSYCHOGRAPHICS.

EXERCISE:

Get a piece of paper and draw a person that you think is your ideal customer. And, ask yourself how is she/he feeling? What does she/he dream about? Who do they aspire to become? What problem keeps them up at night?

Stay tuned for more about your ideal customer in Brand Story Bite #8.

# profiling

BRAND STORY BITE #6WHAT DOES YOUR BRAND STAND FOR?As an entrepreneur, startup, or small business owner EVERYTHING start...
19/02/2023

BRAND STORY BITE #6

WHAT DOES YOUR BRAND STAND FOR?

As an entrepreneur, startup, or small business owner EVERYTHING started with a dream or a BIG IDEA.

You saw something that wasn’t working or that didn’t even EXIST and you made an intention to make it happen.

You created a solution for that problem.

And then, sometimes everything simply aligns - the right “market timing”, ideal customer, economic landscape and the magic of the Universe (yes, I believe in magic).

Your brand becomes VIRAL.

And, everyone is sharing it on IG stories because they SEE THEMSELVES in what you STAND FOR.

They believe in your STORY.

A compelling BRAND STORY is what they REMEMBER.

They forget all the shiny features and benefits but they CONNECT to WHY your product has meaning for their lives.

LESSON:
Every brand has a purpose that goes beyond just SELLING, in 2023 consumers are overloaded with products, services and information. Their attention is limited to who they will NOTICE.

EXERCISE:
Dig very deep into your brand DNA and remember what inspired you to start your product or service and start writing down your PURPOSE, your BIG WHY. That is the first chapter of your brand narrative.

BRAND STORY BITE #5GLOBAL RECESSION, CHATGPT & STORYTELLINGIf we were to unpack the past 3 years, Pre COVID and current...
18/02/2023

BRAND STORY BITE #5

GLOBAL RECESSION, CHATGPT & STORYTELLING

If we were to unpack the past 3 years, Pre COVID and currently Post COVID ( yes, that is a thing) what market story would we share?

Confusion, turbulence, uncertainty and the ability to ADAPT & PIVOT very quickly.

But, what interests me the most as a brand storyteller is the human impact.

How has it changed how we lead, inspire, manage and create with our TRIBES (i.e teams, clients, suppliers and markets)?

Storytelling is about empathy and meaning that is grounded in VULNERABILITY.

Being brave enough as a brand to SHARE difficult realities.
But, guess what that’s where the magic begins, in connecting authentically with your customers.

CHATGPT is a powerful tool that speeds up the process of CREATING all kinds of content.

But, does it infuse your content with SOUL?

LESSON:

Crisis is hard. But, it’s what you do with it that matters.

EXERCISE:
Ask yourself what are my top challenges today and write them down. Then try and STORY-TELL them as a compelling narrative that persuades your customer to engage.

BRAND STORY BITE #4WHAT'S BEHIND YOUR UBER RIDE?Like all great brands, Uber started from a personal experience.On a sno...
17/02/2023

BRAND STORY BITE #4

WHAT'S BEHIND YOUR UBER RIDE?

Like all great brands, Uber started from a personal experience.

On a snowy December night in Paris, 2008, Travis Kalanick and Garrett Camp stood shivering while they waited for a taxi.

None came. Fittingly, the company started right then as a half-serious joke about ordering a private limo through an app.

After that night, Camp and Kalanick went their separate ways, but the idea stuck with them both.

Pretty soon after, “UberCab” was born.

In March the following year, the two co-founders had developed the app and proceeded to test it in New York in 2010 using just three cars.

Returning to Paris in December 2012, they launched Uber — exactly three years after the app was first conceived there.

The company has grown exponentially since then, revolutionizing the meaning of travel along the way.

Yet one of the most inspiring elements of that journey is the way Uber has come to tell its story in every element of the brand.

Uber’s entire platform — from the app to the tone of voice and design — is a masterclass in branding.

(Source: LOOKA)

Lesson: Think creatively about how you tell your story in every element of your brand, both on and offline. Consider how to augment your existing brand elements into memorable items that convey who you are and what you do.

EXERCISE:

What OPPORTUNITIES do you have to deepen your customer’s experience with your brand?

STAY TUNED FOR BRAND STORY BITE #5 tomorrow.

BRAND STORY BITES #3 DID YOU KNOW?Nike's first pair of running shoes was inspired by waffles.Nike co-founder Bill Bower...
15/02/2023

BRAND STORY BITES #3

DID YOU KNOW?

Nike's first pair of running shoes was inspired by waffles.

Nike co-founder Bill Bowerman was having breakfast with his wife one morning in 1971 when it dawned on him that the grooves in the waffle iron she was using would be an excellent mold for a running shoe.

Bowerman, who was a track and field coach at the time, had been searching for a way to make shoes lighter and faster.

Oregon's Hayward Field, where he worked, was transitioning to an artificial surface and "Bill wanted a sole without spikes that could grip equally well on grass or bark dust."

He was talking to his wife about this problem over breakfast, when the waffle iron idea came into play.

"I picked out a couple pieces of jewelry and things that had stars on them, or things that we thought would indent or make a pattern on the soles" .

"We were making the waffles that morning and talking about (the track)".

As one of the waffles came out, he said, 'You know, by turning it upside down — where the waffle part would come in contact with the track — I think that might work.’

"So he got up from the table and went running into his lab and got two cans of whatever it is you pour together to make the urethane, and poured them into the waffle iron."

The rubber mold inspired Nike's first shoe, the Waffle Trainer, which debuted in 1974.

(Source: The Insider)

LESSON: What is more powerful, sharing the Origin Story of how the Nike sole came into being or just sharing that it is a great shoe with lots of SHINY features?

EXERCISE:

Go to a quiet space where you can be mindful and reflective with no distractions. Get a piece of paper or just use your phone and ask yourself: What is my Origin Story? And, do I have one?

Stay tuned for Brand Story Bite #4 with another fascinating global brand story.

BRAND STORY BITE #2 Stor...
14/02/2023

BRAND STORY BITE #2

Storytelling IS:

What your Brand really stands for, it’s YOUR BIG WHY! Why you exist?

It shares what inspired you to create YOUR brand in the first place.

It’s why you wake up every morning ( and night) to make it happen despite all the HARD stuff.

It is your true North, your Purpose and what you believe will SERVE your clients specific PROBLEM.

It taps into more than just the NEEDS of your customer (mind) it connects your brand to their emotions (heart).

It’s is the ultimate path to PERSUADING them to BUY INTO your product or service.

A compelling Brand Story gets your customer excited about the CHANGE your product or service can have on their lives.

It replaces a list of boring facts and figures of WHAT the brand offers.

It makes your brand memorable and REMEMBERED, because
our brains are wired for STORY.

Stay tuned for examples of some powerful global brand stories in tomorrows Brand Story Bite #3 powered by 18.213.

BRAND STORY BITE #1The MYTHS around Brand Storytelling Storytelling is NOT… A fancy word for your Mission StatementOnl...
13/02/2023

BRAND STORY BITE #1

The MYTHS around Brand Storytelling

Storytelling is NOT…

A fancy word for your Mission Statement

Only used as a Storyboard for an Advertisement

A marketing trend that will go away with AI and CHATGPT.

Can only be achieved if you know how to write.

Is only expressed through WORDS.

A powerpoint 30 slide presentation

A description of WHAT your product does

A sleazy “sales pitch”

Stay tuned for what STORYTELLING IS in tomorrows Brand Story Bite powered by 18.213.

DO YOU OWN A SMALL BUSINESS?Tomorrow I will be launching "BRAND STORY BITES" What is it? Valuable branding tips that WO...
12/02/2023

DO YOU OWN A SMALL BUSINESS?

Tomorrow I will be launching "BRAND STORY BITES"

What is it?

Valuable branding tips that WORK for helping you build your BRAND STORY in the current market recession we are all experiencing.

Why is your Brand Story Important in 2023?

Because consumers are fed up of brands that don't STAND FOR SOMETHING THAT MATTERS and are INAUTHENTIC.

Your STORY is what connects your customer to an emotional need that can makes them feel:

SAFE/ BEAUTIFUL/ POWERFUL/ WORTHY/ RESPONSIBLE/ SMART/ CONNECTED/ HIP

So, BRANDING is really about sharing a STORY worth listening to and that engages your customer with what they BELIEVE IN and that SOLVES A VERY SPECIFIC PROBLEM.

Keep following this page for BRAND STORY BITE #1 every morning!!!!!

THE LIFE OF A WINDOW...Once upon a time in 2012A magical window came to LIFE on Street 213It shared the STORIES of a.......
09/02/2023

THE LIFE OF A WINDOW...

Once upon a time in 2012
A magical window came to LIFE on Street 213

It shared the STORIES of a....

Fashion Designer
Jewelry Makers
Contemporary Artist
Mosaic Social Activist
2 Social Enterprises
Online Health Coach

Flash FORWARD to 2021

A Pandemic stopped the world as we know it.

The Window became a place where people could FEEL A BRIEF MOMENT OF JOY!!!
The Window belonged to the whole community.

It transformed into a SOCIAL PROJECT.

Yesterday the Window is open again.

To spark the initiative, with one simple question:

WHAT DOES KINDNESS MEAN TO YOU?

So far, 6 people have been kind enough to reply, here is what they answered:

"Kindness if giving to others the love you receive"
" Kindness is a smile"
"Kindness is helping people"
"Kindness is helping people, being there and Giving"
" Kindness is smiles for others"
"Kindness is putting others before yourself"

Maadi Peeps...
Drop by and share your answer if you have a moment, and if my lights are on come by and have a coffee and a chat.

Sahar

Opening the curtains of my window after a PAUSE of time and SPIRIT! Excited for the next chapter of my creative journey ...
07/02/2023

Opening the curtains of my window after a PAUSE of time and SPIRIT!

Excited for the next chapter of my creative journey as an EXPERIENTIAL STORYTELLER and POPUP EVENT ARCHITECT for Egyptian brands that STAND FOR A NARRATIVE THAT MATTERS!

Bring it on!

Address

#18, Street 213, Digla, Maadi
Cairo

Website

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Videos

**** I know it's been a while .. but Ramadan is here and as this month is all about slowing down and looking within.. I decided to do a brief digital detox. BRAND STORY BITE #17 ALL BRANDS SOLVE A PROBLEM FOR A SPECIFIC NEED... Our lives are busy, maybe too busy. We are constantly looking for apps, services, products and providers that can make it EASIER to cope and deal with our everyday lives. But, how are YOU as a brand sharing that STORY? Pushy ads that show the shiny features of what your product or service does? Content that uses "influential" social media rock stars to SELL your brand? Paying Cairo Scene to write a promotional article to gain visibility to a wide audience? Or, are you THINKING OUT OF THE BOX and coming up with a Story that uses characters that you can SEE YOURSELF IN, that have relatable PROBLEMS that you face at work or at home. Let me show you what I mean... VIDEO CREDIT: Apple

BRAND STORY BITE # 15 WHAT ARE YOU REALLY SELLING? When you look at iconic legacy brands that you have been blindly using for decades... DOHA - REGINA AHRAM BEVERAGES NESTLE BISCO MISR IKEA ZARA EXERCISE: What do you immediately associate with each of these brands? DOHA - spices REGINA - pasta AHRAM BEVERAGES - alcohol NESTLE - dairy + water BISCO MISR- Tea biscuits IKEA- DIY Scandinavian furniture ZARA- Affordable hip fast fashion But what do they REALLY SELL? DOHA - Helps enhance our cooking with love and flavor REGINA - Comfort in a bowl AHRAM BEVERAGES - Party time and celebration NESTLE - Nourishment for our family BISCO MISR- Our happy childhood memories IKEA- Makes our house a home ZARA- Feeling good about ourselves Now, ask yourself what am I really providing through my product or service. (VIDEO CREDIT: GE GLOBAL) #storytelling #brand #strategy #humanizing #matter

BRAND STORY BITE #14 YOUR BRAND IS NOT FOR EVERYONE ON THE PLANET!!! When I meet a prospective client and ask them " So, who is your target customer?" The answer most of the time is "Everyone". If your brand is trying to reach the whole market, you will end up reaching no one. Focusing on the smallest viable market (SVM) is what will help your growth. Find a corner of the market that CAN'T wait to hear what you have to offer because it aligns with what they need, but more importantly what they BELIEVE is true to them. Airbnb's business model is grounded in their slogan of "live like a local", their target market is travelers who are looking for alternative lodging options to traditional hotels. More specifically, they're often looking for a more localized experience. (credit: airbnb) That is a very SPECIFIC target audience. It's definitely NOT EVERY TRAVELER in the world looking for accommodation. EXERCISE: Ask yourself, who is your smallest viable market and how crowded is that space? Can you OWN that space? Video Credits: Airbnb

BRAND STORY BITE #12 HOW CAN BRAND STORYTELLING BECOME MICRO EXPERIENCES? We all have to agree with a basic fact. Brands are part of a very NOISY WORLD. Consumers are on info overload just by glancing at their phone. Notifications Notifications Notifications So, how can you become MEMORABLE? 2023 is all about the "attention economy" and how much headspace you can attract for your brand. ROE + ROS = MEMORABILITY ( I came up with the formula) Return on Experience + Return on Story is what people will remember because it's about how you make them FEEL not only what you SELL. At 18.213, prospective clients are welcomed with 2 distinct "story moments" during a meeting. Warm, homemade chocolate chip cookies The aroma of a distinct scent of vanilla and cinnamon. These are not random, but incredibly INTENTIONAL. LESSON: Do you have an intentional customer experience for your brand? EXERCISE: Unpack your customer journey, track all the touch points your client has with your brand experience and turn them into "story moments". #storytelling #experientialmarketing #strategy

BRAND STORY BITE #11 GETTING TO KNOW YOUR IDEAL CUSTOMER! Think about this for a moment. You finally have your new product or service. It's LAUNCH DAY! It's your BIG REVEAL You spent a big chunk of your marketing spend on an online and offline campaign to BROADCAST that you EXIST. Did you actually THINK intentionally on who your ideal customer is, before creating your campaign? Did you ask yourself all the important questions about who they are? If you answered a big YES to these questions then you are on your way to creating a TRIBE OF FANS around what you stand for. If you answered a big NO. Then your shiny campaign will simply fall FLAT. LESSON: Know your customer as well as you know your BEST FRIEND EXERCISE: Get a piece of paper and write down EVERYTHING you know about your dream customer. And, please get very detailed its not just about how old they are or where they live. It's about WHO THEY ARE AS HUMAN BEINGS. #idealcustomer #storytelling #strategy #brandingtips

BRAND STORY BITE #10 This weekend I ventured downtown to the first SUSTAINABILITY FASHION EVENT “From Waste to Good Taste” in the Factory. FforFarah Contemporary Jewelry offered an incredible jewelry workshop and I made an orange butterfly of organic shell-based material. The event attendees were not the usual faces you see on Cairo Scene they were people that were VESTED in what the event stood for! Which illustrates a PROFOUND LESSON! Position your brand story to a relevant customer profile that simply GETS IT but more importantly BELIEVES in why you matter.

BRAND STORY BITE #9 HOW IS STORYTELLING & PIZZA DOUGH RELATED? Creating a remarkable delicious pizza takes TIME. It needs QUALITY ingredients A PASSIONATE chef A UNIQUE selling edge And a COMPELLING narrative Any strong Brand Story needs to tap into the TRUE ESSENCE of what it stands for (ingredients), it has to be infused with the innate passion of its entrepreneur (chef) and offer something that no other brand offers (edge). 2 Summers ago, my family and I travelled to where I lived as a little girl, Palo Alto, California. One of the highlights of our trip was to go and have lunch at our favorite Pizza restaurant Luigie's and 40 years later the Pizza we ate was exactly the same wonderful experience I remembered as a child. #pizza #storytelling #brand #strategy

LEAVING MY COMFORT ZONE
LEAVING MY COMFORT ZONE

BRAND STORY BITE #8 Sharing your BRAND STORY is about being AUTHENTICALLY who you are. At times it inspires you to step into the UNKNOWN. VIDEO storytelling is the FUTURE. So, here goes.

CHRISTMAS is just around the corner... how about doing something a little different this December? For the ZEIN program to sustain itself for the children of Awlady Orphanage and continue to provide them with the incredible line up of workshops that are transforming their sense of self and worth. We would appreciate your HELP! DONATE... GIVE TIME.. TEACH A SKILL.. BE A MENTOR .. BUY ZEIN PRODUCTS For more information: Contact: Lamia Hassanein / 01117553331 #helpout#dogood#christmas#payitforward

HELP US SHARE THE ZEIN STORY: ZEIN's exclusive hashtag for the "I Can Be" Pop-Up Event Today is ..... #Icanbe Use this hashtag when you choose to post a moment of your EXPERIENCE from the event on FB or IG. We can't wait to see the event from your perspective!!!! #share#thestory#icanbe#popup#help#spread#joy

The Doodle Factory is all about turning "doodles into dreams" their process is simple but the passion and hard work that makes it happen is huge. Come and support this conscious and playful brand on Saturday, May 5th from 11- 8 pm @ 18.213.

WHY ...Three Eras, One Identity? Egypt is a MOSAIC of diverse cultures, symbols and themes with each piece making up our unique history but also bringing us together as ONE IDENTITY! For 2 days only at 18.213 .... MARCH 19TH -20TH https://www.facebook.com/events/1735146790037425/

18.213's FIRST EVENT OF THE YEAR!
18.213's FIRST EVENT OF THE YEAR!

Our "NOURISH YOUR BODY, MIND & SOUL EVENT VIDEO" is finally OUT! Courtesy of Karim Sedky

18.213's VIBE....

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Our Story

There was a space. That was once an art gallery. Then a freelance marketing office. That decided to stand for something bigger. A place where great stories can be shared. Stories created by people that love what they do. I create Pop-Up events that are grounded in PURPOSE, designed as a STORY and staged as a sensory EXPERIENCE. 18.213 brings an entrepreneur's idea to life ..... You might think 18.213 is a series of random numbers. Its not. Its the address of my space in Cairo, Egypt. Why? Because it sparks up a different kind of conversation. My entrepreneurial experience blended with the exposure of living in 3 different continents, has shown that companies that are remembered are those that function with a clear purpose and are committed to making a difference in people’s lives. I love ideas that matter. I keep exploring till I find an entrepreneur that has a big dream. I listen. And listen some more. Then the magic begins. I discover that special ingredient that makes an idea stand out. And then I create a performance where you get to experience not only the story but the person behind it. 18.213 inspires entrepreneurs to tell their story differently. We do it boldly. With loads of passion. And its real.

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