The Studio / 01

About the Studio

A New Cairo interior finishing & decor practice, working at the intersection of architecture, material, and atmosphere — since 2014.

The ICON Atelier — New Cairo
The ICON Atelier — New Cairo

Our Philosophy / 02

We don't decorate rooms. We compose the way a space is felt — light, weight, silence — until it can only belong to the people who live in it.

— The founding principle of ICON
Our Story / 03

Begun with a single renovation.

ICON started in 2014 as a two-person finishing team taking on a single apartment in New Cairo — and refusing to hand it off to anyone else.

That first project set the standard we still work to: a space is only finished when nothing in it feels accidental.

Begun with a single
Our Story / 03

A studio built around the finish.

A decade on, the practice spans residential, hospitality, and commercial work across Greater Cairo and the North Coast — but the discipline hasn't changed.

The team has grown; the obsession with the last ten percent has not.

A studio built around

What We Hold To / 04

Four convictions that shape every room.

Material Honesty

Stone, oak, and brass allowed to be themselves — no imitation, no shortcuts.

One Team

Design and execution under one roof, so intent never gets lost in the handoff.

Considered Restraint

Nothing enters a space until it earns its place. Less, resolved completely.

The Last Ten Percent

The details others skip are exactly where a space becomes an icon.

The People / 05

A small studio, deliberately.

Every project is touched by the people who lead it — not a rotating cast of subcontractors.

Portrait — Karim El-Masry
Karim El-Masry
Founder & Creative Director

Sets the concept for every commission and guards the detail to handover.

Portrait — Nour Abdelrahman
Nour Abdelrahman
Head of Interiors

Translates brief into space — plans, proportion, and the flow of light.

Portrait — Youssef Halim
Youssef Halim
Finishing & Fit-Out Lead

Runs execution on site — trades, tolerances, and a finish that holds up close.

Portrait — Salma Fahmy
Salma Fahmy
FF&E & Styling

Sources and styles the last object — the layer that makes a room feel lived-in.

Recognition / 06

Awards & press.

2025 Residential Interior of the Year — Marwa Residence Cairo Design Awards
2024 Hospitality Space, Shortlist — The Nile Pavilion MENA Interiors
2024 “Studios to Watch” — Feature Profile Identity Magazine
2023 Best Fit-Out, Commercial — Atelier Forty Egypt Property Awards
2022 Emerging Practice of the Year Design Middle East

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