On 1 February 2025, People & Places marked the launch of GEO and its LA7 branded homes with a full day of music, food and celebration on a Cairo rooftop overlooking the Citadel.
A rooftop above the Citadel
We took over a rooftop with one of the most striking views in Cairo, the Citadel rising across the skyline, and gave guests the whole day in it. People arrived in the afternoon and stayed through sunset, and the city did most of the work as a backdrop. The choice of venue was deliberate. GEO is a village built around a view, so the launch needed a setting that made the same promise before anyone saw a plan.
Introducing GEO and LA7 branded living
This was the first public introduction of GEO, our village at The Med in Ras El Hekma, and of the LA7 branded units within it. Guests were taken through the masterplan, the unit types and what LA7 branded living means day to day, where the service and the lifestyle come with the address rather than being arranged later by the owner.
Music through to the evening
An international line-up of artists carried the day, with food and drink running from the afternoon until the last set. The result was less a presentation than a party that happened to have a masterplan in the middle of it.
By the time the rooftop emptied, the people who will live at GEO had met each other, which is the part of a launch no rendering can do. If you missed it, the page has the masterplan, the unit types and the current availability.