Context:
Cairo Art Fair marks its 11th edition as the leading contemporary Egyptian art exhibition in the MENA region. Presented by TAM Gallery, the fair brings together 150+ established and emerging artists across painting, sculpture, photography, and mixed media, celebrating artistic evolution rooted in Egypt’s cultural narrative.
As TAM Gallery’s flagship annual exhibition, the fair has become the largest and most influential contemporary Egyptian art event in the MENA region.
Brief:
Design the primary exhibition poster for Cairo Art Fair- 11th Edition, setting the visual direction for the fair’s communications.
Duration: 1 week
Softwares: Adobe Photoshop and Adobe Illustrator
Objectives:
Establish an elevated, contemporary aesthetic aligned with TAM Gallery’s premium positioning.
Communicate leadership in contemporary Egyptian art with subtle cultural depth.
Appeal to collectors and art-aware audiences through a clean, confident visual language.
Feel timeless yet fresh, suitable for a landmark 11th edition.
Rationale
The exhibition pathway is inspired by the flowing curves of TAM Gallery’s logo, shaping a refined and contemporary visual identity. Each curve symbolises a journey of exploration and self-expression, guiding visitors through the stories and inspirations behind every artwork. The patterns within each curve symbolise the collection’s broad range of styles and creative visions. Together, this design creates an immersive experience that highlights the brilliance of Egypt’s leading artists. Ultimately, the pathway embodies TAM Gallery’s forward-thinking spirit and its role as a pioneer in the art world.
Finalised poster resized for social media announcement
Sketch of TAM Gallery logo as an exhibition path
Alongside the exhibition identity, I designed an online interactive map for Cairo Art Fair to help visitors navigate the exhibition space. QR codes placed throughout the venue allowed users to access the map on their phones, creating a seamless digital–physical touchpoint. The map improved way-finding, enhanced the visitor experience, and supported smooth movement through the exhibition while remaining visually aligned with the fair’s overall identity.
