BE — INDIE CAIRO FESTIVAL CITY POP-UP
Be-Indie 404 was a bold pop-up concept store at Cairo Festival City Mall, where I led the visual direction as Be—Indie’s in-house designer. Inspired by the 404 error—a symbol of digital glitches and missing content—the concept aligned perfectly with the brand’s rebellious, experimental spirit.
In a mall dominated by global fashion labels, Be-Indie 404 disrupted expectations through a graphic identity built on distorted typography, glitch-inspired visuals, and Be—Indie’s signature indigo with bold green accents. Working closely with an experiential designer, I developed wall designs, posters, and digital assets that turned the space into a dynamic, immersive experience—bringing the brand’s unconventional DNA to life.