Mountain View has signed a strategic partnership with Creative Industry Summit to host the platform’s 28th edition at Heartwork, its business hub inside iCity New Cairo, in June, placing the real estate developer at the centre of a growing conversation on Egypt’s creative economy.
The agreement brings one of the country’s established creative industry gatherings into a commercial district designed around flexible work, networking and experience-led business activity. The edition is expected to gather advertising, media, design, content, technology and business figures for discussions on how creativity can become a stronger contributor to economic growth, professional training and private-sector collaboration.
The partnership was signed by Sherif Saleh, Managing Director of Mountain View International and Commercial Real Estate, with Wael Lotfy, Co-CEO of Mountain View, and Mai Salama, Founding Partner of Creative Industry Summit, present at the signing. The arrangement extends an association between Mountain View and the summit that has included earlier editions and programming linked to Heartwork.
Heartwork is being positioned as more than a venue for the June gathering. Mountain View describes the project as Egypt’s first international business hub, developed across 42 acres with 584 units and designed around the concept of combining luxury, convenience, innovation and workplace wellbeing. The project draws on the developer’s “happiness” positioning and includes design input linked to DH Global, CallisonRTKL and DMA.
For Mountain View, the summit provides an opportunity to connect its commercial real estate strategy with a broader shift in demand for workplaces that offer networking, events and community features, rather than office space alone. Cairo’s office market has continued to expand, with more than 71,600 square metres of office space delivered in the third quarter of 2025, taking total stock to 2.5 million square metres, while limited availability of prime space allowed landlords to lift asking rents by 7.6 per cent year on year.
The move also reflects wider changes in Cairo’s property sector, where mixed-use districts, branded projects and new commercial clusters are competing for tenants seeking locations tied to lifestyle, talent attraction and corporate identity. Cairo’s property market has been described as being in transition, with a broadly positive outlook across key asset classes, shifting consumer demand and structural changes shaping new development strategies.
Creative Industry Summit, launched in 2014, has built its profile as a platform for creative professionals, agencies, entrepreneurs and corporate leaders. The 2026 edition is expected to focus on the link between creativity, technology and business growth, with attention to fields such as design, media, content, storytelling and innovation.
Mai Salama said the partnership marks a new chapter for the summit, describing the move to Heartwork as an effort to build an ecosystem where creativity, business and innovation converge at scale. Mountain View’s statement framed the collaboration as part of a plan to support creative communities through spaces that encourage interaction, the exchange of ideas and new opportunities.
The timing is significant for Egypt’s advertising and creative sectors. Digital advertising expenditure in the country has been projected to rise from $1.63 billion in 2025 to about $2.84 billion by 2029, with annual growth supported by mobile use, social media, video, e-commerce and programmatic advertising. The wider advertising market was valued at about $2.46 billion in 2025 and is projected to grow over the coming years as brands increase spending on digital engagement and data-led campaigns.
Outdoor advertising has also become a visible part of Cairo’s commercial landscape, supported by transport infrastructure expansion and high brand competition for premium locations. The rapid growth of billboards and digital displays has brought new revenue and visibility for advertisers, while also prompting debate over visual clutter, road safety, lighting and urban aesthetics.
The agreement brings one of the country’s established creative industry gatherings into a commercial district designed around flexible work, networking and experience-led business activity. The edition is expected to gather advertising, media, design, content, technology and business figures for discussions on how creativity can become a stronger contributor to economic growth, professional training and private-sector collaboration.
The partnership was signed by Sherif Saleh, Managing Director of Mountain View International and Commercial Real Estate, with Wael Lotfy, Co-CEO of Mountain View, and Mai Salama, Founding Partner of Creative Industry Summit, present at the signing. The arrangement extends an association between Mountain View and the summit that has included earlier editions and programming linked to Heartwork.
Heartwork is being positioned as more than a venue for the June gathering. Mountain View describes the project as Egypt’s first international business hub, developed across 42 acres with 584 units and designed around the concept of combining luxury, convenience, innovation and workplace wellbeing. The project draws on the developer’s “happiness” positioning and includes design input linked to DH Global, CallisonRTKL and DMA.
For Mountain View, the summit provides an opportunity to connect its commercial real estate strategy with a broader shift in demand for workplaces that offer networking, events and community features, rather than office space alone. Cairo’s office market has continued to expand, with more than 71,600 square metres of office space delivered in the third quarter of 2025, taking total stock to 2.5 million square metres, while limited availability of prime space allowed landlords to lift asking rents by 7.6 per cent year on year.
The move also reflects wider changes in Cairo’s property sector, where mixed-use districts, branded projects and new commercial clusters are competing for tenants seeking locations tied to lifestyle, talent attraction and corporate identity. Cairo’s property market has been described as being in transition, with a broadly positive outlook across key asset classes, shifting consumer demand and structural changes shaping new development strategies.
Creative Industry Summit, launched in 2014, has built its profile as a platform for creative professionals, agencies, entrepreneurs and corporate leaders. The 2026 edition is expected to focus on the link between creativity, technology and business growth, with attention to fields such as design, media, content, storytelling and innovation.
Mai Salama said the partnership marks a new chapter for the summit, describing the move to Heartwork as an effort to build an ecosystem where creativity, business and innovation converge at scale. Mountain View’s statement framed the collaboration as part of a plan to support creative communities through spaces that encourage interaction, the exchange of ideas and new opportunities.
The timing is significant for Egypt’s advertising and creative sectors. Digital advertising expenditure in the country has been projected to rise from $1.63 billion in 2025 to about $2.84 billion by 2029, with annual growth supported by mobile use, social media, video, e-commerce and programmatic advertising. The wider advertising market was valued at about $2.46 billion in 2025 and is projected to grow over the coming years as brands increase spending on digital engagement and data-led campaigns.
Outdoor advertising has also become a visible part of Cairo’s commercial landscape, supported by transport infrastructure expansion and high brand competition for premium locations. The rapid growth of billboards and digital displays has brought new revenue and visibility for advertisers, while also prompting debate over visual clutter, road safety, lighting and urban aesthetics.
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