The Alchemy of Space and Design: Behind N37’s Artistic Journey
- Nada Armanious
To create memorable experiences is an art that not many have the eye for. It is a rare talent that comes straight from the heart, aiming to elevate visitors’ experience and spread happiness. N37, an Egypt-based company, aims to do just that. Founded by Sherine Nabil, the first in the industry to create luxurious themed events with Party Sprinkles Cairo, N37 specializes in designing and producing temporary spaces, creative installations, themed events, and seasonal decorations.
Photo provided by N37
In an inspirational interview with Sherine Nabil, we get an insider view of the dynamic works of the company, from its challenges to its greatest projects, future endeavors, processes, and more. N37 derives its name from the rich symbolism of the numbers 3 and 7. Number 3 symbolizes creativity, artistic talent, great imagination, insight, and beauty, while number 7 signifies the successful completion of creative work. Together, the name represents the highest form of creative curation. Inspired by a deep passion to design and create positive spaces, Nabil decided to take her passion further with N37. “I wanted to extend my passion beyond themed kids events, always believing that there is more to give and design. I started off in Garden 8 with Jardin Prive and was doing adults’ private events on the side. Then I decided to create another company specialized in the design and production of temporary spaces, creative installations, and themed seasonal curations,” she explained.
Photo provided by N37
Passion is a word that key figures in this creative industry seem to frequently emphasize. Nabil stresses the importance of this feature, explaining, “Passion comes first. It is crucial that your talent actually guides you. It’s not about business opportunities or commercial goals. The more I pour my heart into each project, the greater the rewards. Dedication and attention to detail are what the market truly lacks. We need to think outside the norm, be more creative, and follow our passion to succeed,” referring to these qualities as essential for excelling in a creative role. When clients express, “You are different, you are not a commercial agency, you are passionate and sincere. You care about quality and design more than anything. We trust that you treat this as your own baby, and when you hand a project, you take care of every single detail from A to Z,” you know there is unmistakable fire for innovation.
Photo provided by N37
If you have visited hot destinations like Garden 8 by Misr Italia Properties, 5A by The Waterway Developments, Sol Beach by Emaar Egypt, Park St., and other popular places and felt awe-inspired by the creative experience, it is owed to N37 for its consistent delivery of modern, unique, customized, and out-of-the-box designs. When asked about N37’s most special projects, however, Nabil seemed to hold a special place for every project in her heart. She explained that they are all produced out of love; however, the recent Ramadan installations in 5A by The Waterway Developments is a project that the company is particularly proud of due to its attention to detail in design and production.
Photo provided by N37
However, it does not seem to be all rainbows and butterflies. Nabil explains that the most challenging aspect is persuading clients with out-of-the-box ideas. Unconventionality seems to be part of this company’s core values, and when it is not exercised, it might create a challenge. Other challenges include the difficulty of accessing materials in Egypt, which ends up limiting the designer due to availability issues.
Photo provided by N37
As for the creative process, it is a part of the journey that we could not help but delve into. The process. The behind-the-scenes. Where the dream kicks off. Nabil lets us in by explaining that inspiration for creative endeavors comes from traveling, seeing different designs abroad, visiting design exhibitions and interior design conferences, or just observing a structure on a random street. She continues to explain the process, saying, “We meet the client and understand their request, create different internal creative directions, then narrow it down to one unique direction. We prepare a detailed mood board for the designs and installations we have in mind and present it to the client with the initial budget. Once approved, detailed 3D designs are presented with the final budget. Material selections and color palettes come next, and then production starts.”. Regarding the way the company ensures its designs are modern and unique, it is a make-it-or-break-it quality that Nabil attributes to listening to what the client needs. She emphasizes that it is important to translate the clients’ imagination into a creative unique expression that still aligns with N37’s identity. “Some people actually now know that it’s our work as soon as they see it,” she says.
Photo provided by N37
It is quite refreshing to see the art, design, and visitor experience culture in Egypt develop and take on different dynamics and forms. As for N37, Sherine Nabil promises to explore other markets following its opening in Dubai this year, and we simply cannot wait.