Brand activations and events in Cairo, from two partners who have been both the agency and the client.
Pop-ups, booths and retail activations, from concept to on-ground operation.
Launches, broker and partner events, galas and conferences.
Year-round calendars for compounds, malls and clubs.
Packages, decks and the right brands for your event.
Aurora, O West
Makadi
With iEvents
Delivered by our partners in previous roles.
Salma Lotfy leads clients and growth. Ahmed Hani Salem leads experience and operations. Between them, more than 14 years in events, on the agency side and the client side.
Meet the partnersFour service lines for brands, developers and venues across Egypt.
Four service lines. Pick one to see what’s included.
Pop-ups, booths, and seasonal and retail activations that put your brand in front of people, from the first concept to the last day on the ground.
Typical format project by projectBest for consumer brands, malls and venues
Project and product launches, broker and partner events, galas and conferences, managed end to end so your team can focus on its guests.
Typical format project by projectBest for developers, corporates and brands
Year-round event calendars that give people a reason to visit a compound, mall or club again and again, and help build a community around the place.
Typical format monthly retainerBest for destinations, malls and clubs
Sponsorship packages and decks that sell, and introductions between brands and the events that suit them.
Typical format alone or added to any eventBest for event owners and brands
Launches, broker events and community programming that bring people to a place.
Activations for telecom, banking, food and beverage, and automotive brands.
Seasonal programmes and events that keep venues busy all year.
The same five steps on every project, so you always know where it stands.
For events and activations, our agency fee is a separate line on top of the production budget, and every supplier cost is itemised. Destination programming runs on a monthly retainer. We confirm the model in writing before any work starts.
The two partners. Salma manages the relationship and Ahmed leads the concept and delivery, and both stay on the project until the final report.
The company is new; the experience isn’t. Between us we have more than 14 years in events, on large launches, festivals, sport and branded spaces. Ask us about any project above and we’ll walk you through our role in it.
You get a results report covering attendance, spend against budget and lessons for next time, written so you can pass it straight to your management.
Yes. We build sponsorship packages and decks, and introduce you to brands that suit your audience. This can be a project on its own or part of a wider event.
Selected projects from our previous roles, before Event Lab.
Event Lab is new. These projects were delivered by our partners in previous roles, on the agency side and the client side, with the companies named.
An activations and events agency run by people who have been both the agency and the client.
You work with the two of us directly, from the first call to the final report.
Managing Partner, Clients and Growth
Salma has 7+ years in the events industry across agencies and corporate teams. She knows how briefs are written and how they get delivered, and leads client relationships, pitching and account management.
Managing Partner, Experience and Operations
Ahmed has 7+ years in the events industry, managing events and activations at mega-event scale for a leading real estate destination. He holds an MSc in Sports and Events Management and leads concepts, production and delivery.
Answer a few questions and your brief is written for you. Send it to us on WhatsApp, and we’ll reply with first thoughts.
Salma Lotfy
Ahmed Hani Salem