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run an independent interior design and creative direction practice, with 6+ years leading design teams and delivering hospitality, luxury F&B, and high-end residential projects across Egypt, the GCC, and East Africa. My strength lies in structuring clarity before design execution begins. I specialize in: • Defining project positioning and experiential direction • Translating vision into spatial identity frameworks • Aligning developers, operators, and creative teams • Protecting concept integrity throughout execution Rather than focusing only on aesthetics, I focus on: How the space should feel. Who it is built for. What commercial objective it must support. Projects I've contributed to include hospitality developments in Zanzibar, Benin, Kenya, Oman, and Saudi Arabia, as well as premium residential destinations in Egypt and the UAE. I partner with developers and operators across resort, hospitality, and luxury residential projects — managing the full design lifecycle from concept and FF&E direction through design review and on-site execution, on-site in the GCC or remote.…run an independent interior design and creative direction practice, with 6+ years leading design teams and delivering hospitality, luxury F&B, and high-end residential projects across Egypt, the GCC, and East Africa. My strength lies in structuring clarity before design execution begins. I specialize in: • Defining project positioning and experiential direction • Translating vision into spatial identity frameworks • Aligning developers, operators, and creative teams • Protecting concept integrity throughout execution Rather than focusing only on aesthetics, I focus on: How the space should feel. Who it is built for. What commercial objective it must support. Projects I've contributed to include hospitality developments in Zanzibar, Benin, Kenya, Oman, and Saudi Arabia, as well as premium residential destinations in Egypt and the UAE. I partner with developers and operators across resort, hospitality, and luxury residential projects — managing the full design lifecycle from concept and FF&E direction through design review and on-site execution, on-site in the GCC or remote.

Reem Zekralla

Creative Director, Designer, Interior Designer, +2

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run an independent interior design and creative direction practice, with 6+ years leading design teams and delivering hospitality, luxury F&B, and high-end residential projects across Egypt, the GCC, and East Africa. My strength lies in structuring clarity before design execution begins. I specialize in: • Defining project positioning and experiential direction • Translating vision into spatial identity frameworks • Aligning developers, operators, and creative teams • Protecting concept integrity throughout execution Rather than focusing only on aesthetics, I focus on: How the space should feel. Who it is built for. What commercial objective it must support. Projects I've contributed to include hospitality developments in Zanzibar, Benin, Kenya, Oman, and Saudi Arabia, as well as premium residential destinations in Egypt and the UAE. I partner with developers and operators across resort, hospitality, and luxury residential projects — managing the full design lifecycle from concept and FF&E direction through design review and on-site execution, on-site in the GCC or remote.…run an independent interior design and creative direction practice, with 6+ years leading design teams and delivering hospitality, luxury F&B, and high-end residential projects across Egypt, the GCC, and East Africa. My strength lies in structuring clarity before design execution begins. I specialize in: • Defining project positioning and experiential direction • Translating vision into spatial identity frameworks • Aligning developers, operators, and creative teams • Protecting concept integrity throughout execution Rather than focusing only on aesthetics, I focus on: How the space should feel. Who it is built for. What commercial objective it must support. Projects I've contributed to include hospitality developments in Zanzibar, Benin, Kenya, Oman, and Saudi Arabia, as well as premium residential destinations in Egypt and the UAE. I partner with developers and operators across resort, hospitality, and luxury residential projects — managing the full design lifecycle from concept and FF&E direction through design review and on-site execution, on-site in the GCC or remote.

Available to hire

run an independent interior design and creative direction practice, with 6+ years leading design teams and delivering hospitality, luxury F&B, and high-end residential projects across Egypt, the GCC, and East Africa.

My strength lies in structuring clarity before design execution begins.

I specialize in:
• Defining project positioning and experiential direction
• Translating vision into spatial identity frameworks
• Aligning developers, operators, and creative teams
• Protecting concept integrity throughout execution

Rather than focusing only on aesthetics, I focus on:
How the space should feel.
Who it is built for.
What commercial objective it must support.

Projects I’ve contributed to include hospitality developments in Zanzibar, Benin, Kenya, Oman, and Saudi Arabia, as well as premium residential destinations in Egypt and the UAE.

I partner with developers and operators across resort, hospitality, and luxury residential projects — managing the full design lifecycle from concept and FF&E direction through design review and on-site execution, on-site in the GCC or remote.

Skills

3D Design

Brand Identity

Experience Level

3D Design

Expert

Brand Identity

Expert

Work Experience

Creative Strategy & Development Lead (Project-Based)

January 1, 2024 - Present

Lead early-stage positioning and concept development for hospitality and luxury residential projects across Oman, Saudi Arabia, UAE, and North Africa; structured identity frameworks before schematic design; defined narrative, personality, and experiential objectives; conducted Client Strategy Workshops; translated strategy into clear creative direction for design teams; reviewed 3D concepts and FF&E proposals to maintain positioning coherence.

Senior Creative Development Lead (FF&E Strategy) at KH Studio – Hassan Allam Properties

August 1, 2023 - July 1, 2024

Led creative development within premium residential projects; directed a team of 5 designers under structured concept governance; defined spatial identity frameworks aligned with target buyer expectations; acted as strategic bridge between procurement, leadership, and design teams; integrated commercial constraints while protecting product positioning.

Creative Development Strategist at Madaar Developments

August 1, 2022 - July 1, 2023

Contributed to early-stage concept development across mixed-use and hospitality destinations (Azha Sokhna, Azha North); participated in hospitality identity structuring prior to execution; translated developer vision into experiential spatial narratives; ensured consistency between brand positioning and built direction.

Interior Concept Developer at GG & Grace International

August 1, 2019 - July 1, 2022

Contributed to hospitality concept development and guest journey mapping for international projects (Fairmont Cairo, L’Oasis Zanzibar, Miso Kenya, Club Med Benin); developed typology concepts reflecting brand personality and target emotional outcomes; collaborated across cross-border teams to maintain concept integrity; supported alignment between operator standards and spatial storytelling.