Shaping the Future of New Cairo: A Conversation with Ayman Amer on SODIC’s Vision for EDNC
- Nada Armanious
Ayman Amer, General Manager of SODIC, graces this edition as he discusses the highly anticipated EDNC project in New Cairo. Positioned as a flagship commercial destination, EDNC represents SODIC’s bold expansion into the retail and lifestyle sectors, uniquely presenting luxury, sustainability, and innovation. From the arrival of world-renowned brands like Nobu to the celebration of local artisans, EDNC is offering a fresh take on the concept of a commercial hub, offering a bustling space where business, culture, and leisure intersect.
In this interview, Amer sheds light on the vision behind EDNC, its role in elevating New Cairo as a premier lifestyle destination, and how SODIC’s broader commitment to sustainability and community growth is embodied in this landmark development. Join us as we explore how EDNC is shaping the future of urban living in Egypt.
You describe EDNC as a “flagship commercial destination” for SODIC. Could you share the vision behind the project and how it aligns with SODIC’s broader vision?
EDNC is SODIC’s flagship commercial destination in New Cairo, marking a key milestone in our strategic expansion into retail and lifestyle developments. Our vision for EDNC was to create a vibrant, mixed-use hub that offers more than just retail; it’s a dynamic destination where business, leisure, and culture intersect. This aligns seamlessly with SODIC’s broader vision of creating communities that elevate the everyday experience, contributing to the growth of New Cairo as a premier commercial and lifestyle district. EDNC embodies our commitment to developing spaces that foster innovation, connectivity, and a high quality of life for both residents and visitors.
EDNC features an impressive array of specialty dining and entertainment options, including the highly anticipated Nobu restaurant and hotel. What impact do you foresee Nobu’s presence having on the New Cairo market, and why was this partnership significant for SODIC?
The introduction of Nobu at EDNC reflects SODIC’s vision of establishing the development as a premier lifestyle destination. As Nobu’s first location in Egypt, it brings global acclaim and is set to attract both local and international visitors, raising the bar for luxury dining and hospitality in New Cairo while solidifying EDNC as a must-visit destination. This partnership is significant because it aligns SODIC’s expertise in premium real estate with Nobu’s world-renowned reputation for delivering exceptional luxury experiences. Beyond EDNC, this collaboration will expand to include luxury hotels, branded residences, and restaurants in projects like “The Estates Residences” in New Zayed and on Egypt’s Mediterranean North Coast, further enhancing SODIC’s footprint in high-end developments.
Could you elaborate on some of the local concepts and artisanal brands that are part of EDNC, and how they reflect your commitment to supporting homegrown talent?
At EDNC, we’ve carefully curated a lineup of local and international brands, with a special focus on championing homegrown talent. Local concepts such as OLA’s by Brunch & Cake, Bascota, Bittersweet, CLAY, Coco, 3 Diner, and Canelé Patisserie, alongside fashion and essential service providers, offer visitors an authentic taste of Egyptian craftsmanship and culinary innovation. By integrating these brands, we’re supporting local entrepreneurs and artisans, ensuring that EDNC becomes a platform where homegrown talent can thrive alongside global names. This approach is central to SODIC’s mission of fostering local economic growth and nurturing Egypt’s rich creative landscape.
Sustainability is a cornerstone of EDNC’s design. Could you walk us through some of the eco-friendly features incorporated into the development, and how they align with SODIC’s long-term sustainability goals?
Sustainability was a guiding principle in the development of EDNC. We’ve integrated eco-friendly features such as energy-efficient lighting and cooling systems, reducing energy consumption by 40% and lowering the embodied energy in construction materials by 22%. The landscape design focuses on water conservation, cutting water usage by 33%, and the pedestrian-friendly layout encourages walking, minimizing the reliance on vehicles. These initiatives align with SODIC’s long-term sustainability goals and reflect our commitment to environmental stewardship. As a result, EDNC has earned the prestigious EDGE Advanced certification, a global benchmark for green building excellence.
EDNC features modern architecture with art and greenery. How important was this aesthetic balance in creating an inviting and engaging space for visitors?
The balance between modern architecture, art, and greenery was key to creating a unique and inviting atmosphere at EDNC. Our goal was to design a space where visitors can experience a sense of openness and relaxation while enjoying commercial activities. The integration of greenery softens the urban landscape, making it more approachable, while curated art installations add an element of creativity and engagement. This aesthetic balance enhances the overall visitor experience, making EDNC a space that feels dynamic yet welcoming.
The company hosted the “EDNC UNFOLDED” event to celebrate the exciting launch of the project and was designed around three immersive zones: Grandeur, Off-Beat, and Eccentric. How do these zones embody EDNC’s core identity, and what were some of the highlights of the launch?
The ‘EDNC UNFOLDED’ event was designed to celebrate the vibrant launch of the project. This concept of “unfolding” ties back to SODIC’s long-standing philosophy, likened to a Rubik’s Cube, with the evening representing the moment where we unveiled EDNC, unfolding its many facets.. The event featured three immersive zones — Grandeur, Off-Beat, and Eccentric — each representing a distinct aspect of EDNC’s identity. Grandeur embodied the luxurious, upscale offerings of the development, Off-Beat showcased its dynamic, creative energy, and Eccentric highlighted the unexpected and innovative elements that set EDNC apart. Highlights of the evening included live performances by Nu Arts and Mike Pham, alongside curated culinary experiences that kept guests engaged throughout the night. A standout moment was the performance by world-renowned DJ Alex Wann, marking his debut in Egypt, which energized the crowd and capped off the event in style. The overwhelmingly positive feedback following the event set the stage for the exciting developments still to come at EDNC.
With Nobu’s restaurant opening in early 2025 and the hotel to follow, what other exciting developments can we expect from EDNC in the coming year?
With Nobu’s restaurant opening in early 2025, followed by the hotel, EDNC is set to continue its evolution throughout the year with exciting new retail and lifestyle additions. Visitors can look forward to more high-end brands, alongside an expanding presence of local artisans and designers, enriching the diversity and appeal of the destination. Beyond retail and dining, we’re planning a range of cultural events and community activations that will transform EDNC into a vibrant social and cultural hub for New Cairo. As EDNC grows, it will stay at the forefront of delivering memorable experiences, embodying SODIC’s commitment to innovation and sustainable development.
EDNC is part of SODIC’s broader expansion into the retail and hospitality sectors, including MATCHA in Caesar and new hotel agreements. How does EDNC fit into SODIC’s long-term growth strategy, and what other areas are you exploring?
EDNC is a pivotal part of SODIC’s strategy to expand into the retail and hospitality sectors, complementing our residential developments. Our goal is to create integrated communities where residents can live, work, and play, and EDNC is a prime example of this vision in action. Beyond EDNC, we are exploring other opportunities across Egypt, with projects like MATCHA in Caesar and upcoming developments in key coastal and urban areas. These projects will continue to elevate SODIC’s presence in the luxury lifestyle space while contributing to the growth of Egypt’s tourism and hospitality industries.