A new strategic collaboration is set to redefine the concept of commercial centers in Egypt’s new cities.
El Safwa Urban Development (SUD) has announced that Criteria Design Group has won the design works for
The Pearl Mall, the first open-air commercial mall in New Mansoura City.
This selection came after a highly competitive architectural design competition launched by the company, which
aimed to choose the most creative and sustainable design proposal.
A Future Vision for New Mansoura City
Dr. Mohamed Shalaby, CEO and Managing Director of El Safwa Urban Development, emphasized
that the company continuously strives to deliver innovative real estate products that combine quality
with contemporary design, aligning with both local and global market trends.
He explained that the winning office, Criteria Design Group, will be responsible for designing
The Pearl Mall, the commercial component of The Pearl Compound in New Mansoura City.
The compound extends over 60 acres, featuring a variety of residential units including apartments
and villas, a 550-meter beachfront, a clubhouse, and several commercial areas.
Sustainable Expansion of El Safwa Urban Development in the Egyptian Market
Dr. Shalaby noted that this collaboration with Criteria Design Group is part of El Safwa’s strategic
expansion plan, aiming to enhance modern urban planning and sustainable design standards across
all future projects.
He added that the company is always committed to providing added value to its customers through
developments that combine comfort, functional beauty, and environmental sustainability.
El Safwa Urban Development’s Project Portfolio Across Egypt
El Safwa Urban Development is considered one of the leading real estate developers in Egypt, with a
diverse portfolio of projects across various governorates.
In Greater Cairo, the company is developing several flagship projects in the New Administrative
Capital, including CH1 and CH2 Compounds, along with commercial and administrative
developments such as Financial Hub Mall and the HUB 1 and HUB 2 mall series.
In Obour City, El Safwa is developing High City Compound, whose first phase has been
delivered, in addition to High City Mall, spanning 18,000 square meters.
Extending Success to Coastal and Delta Cities
In Ras El Bar, the company developed Sunset 1, the first residential-touristic village
directly overlooking the sea.
It also delivered Sunset 2 Resort in New Damietta, featuring apartments and villas
catering to different preferences, fully handed over to clients in 2019.
The company’s projects also include Sunset Mall within Sunset 2, overlooking the sea, and
Sunset 3 Resort in Ras El Bar, built on 131,000 square meters along the Nile River, which
has been completely delivered.
Criteria Design Group: An Innovative Architectural Vision
Eng. Hesham Helal, Founder and Principal of Criteria Design Group, stated that this collaboration with
El Safwa Urban Development marks an important milestone for the firm, which boasts strong regional
and local experience.
He affirmed that the office will deliver innovative and sustainable design solutions for
The Pearl Mall, creating an integrated architectural model that blends creativity,
functionality, and beauty — offering a unique commercial experience in New Mansoura City.
El Safwa Urban Development: Towards a Smart Urban Future
El Safwa Urban Development aims to be among the pioneers of sustainable urban development
in Egypt by integrating modern technology and contemporary design across all its projects.
The company is committed to creating residential and commercial communities that align
with Egypt’s smart city vision, ensuring a balance between innovation, lifestyle, and sustainability.
