The Art of Storytelling in Spaces
Amr Helmy
Amr Helmy Photographed by Ämr Ezzeldinn
Due to his invention of the “7 years ahead” method in the early 1980s, which went against the design tendencies of western globalization, Amr Helmy is sometimes referred to as the “Godfather of Egyptian Design.” He chose to use themed kitchen designs to revive many ethnic architectural traditions from across the world. Helmy convened a group of prominent Egyptian designers in 2008 to establish the inaugural Egyptian designers forum. at the Milan design scene, this conference attracted international notice, shocking onlookers with its innovative concepts and imaginative vision. He’s also the founder of Amr Helmy designs, the leading kitchen and wardrobe manufacturer in the Middle East. Through his designs, Helmy manages to tell intricate stories that resonate with his clients. DIVAZ sat down with the iconic designer to find out more about his creation process and the fictional worlds behind his pieces.
Why did you pick this line of work, this artistic path and this unique style in specific?
I was very lonely as a child and I started to express the manifestation of this solitude by drawing. I used to draw on anything and draw anything in front of me—even at school because I couldn’t play football—so, the kids used to make fun of me, but I would draw any way. I started to feel that I was drawing something good. I have a big passion for design, creativity and art. I remember in my first year of university, they tested us in all different forms of art. They brought us clay and told us to create anything, and I made a lion. So, I’ve always loved art and I’ve always loved designing things.
How have your cultural experiences shaped your identity, not just as a designer, but as a person?
I used to work in a library at night. A great librarian taught me everything I know; his name is Dr. Nabil Rashid. After university, I worked with Dr. Nabil and I would also play music. I used to have three hobbies and jobs at the same time. At a young age, this gives you a very dimensional experience. And it helped me a lot with design too, because there’s a lot of intersection between music and design. You learn how people think and learn so much about the real world of engineering.
Talk to us about your studies, and how they might've influenced your creative approach?
I had always wanted to be an architect. I had so much passion for architecture, but unfortunately couldn’t study it in college. But I did study Interior Design and Applied Arts. So, I used my passion for architecture and incorporated it into designing kitchens, like for example, Nubian-style kitchens.
Can you walk us through a day in your creative process?
I like to ask my clients in the beginning what the best part of their day is, and work from there. I think through good design, a house can really become a home and start to motivate its residents to live better lives. It can make you so much more productive and bring out the best in you. I like to design spaces that make people happy and none of that is achievable without getting to know the client first. Each client is very different and they all have different needs and different elements that brighten their day. It’s my job to highlight that.
When you’re working, is there a specific place or experience you return to mentally that provides you with clarity or inspiration?
To me, new ideas are impossible without a story. I like to come up with a whole world around the new design, often times inspired by real life events and historical stories. For example, when the Intercontinental Cairo Semiramis Hotel approached me about designing their terrace, I studied the Semiramis and found that it was the greatest hotel in Egypt at some point, housing big historical figures like Winston Churchill. So, because they wanted a Lebanese kitchen, I wrote a whole story about a woman named Georgette. I made Georgette fall in love with a Dorian and flee and come to Egypt. I made a table that is inspired by French furniture, as well as Islamic culture. I also made Churchill’s chair to be a symbol of the time when Churchill, Lawrence of Arabia and a group of rich Brits formed the borders of the empire and the Arab countries, including Jordan.
How would you want people to remember your legacy?
I want people to think of my legacy in the form of a very short story. Around 10 pages. And I want it to have the effect of changing many people’s lives when they read it. I want it to be translated in many different forms of art, objects and products. I want it to inspire products like plates and tables. I want people to immediately think of me when they see the book, in the same way that people immediately think of Einstein when they think of E = mc2.
Storytelling seems to play a big part of your design process; can you tell us more about that?
To me, I can’t put myself in a box when it comes to art. I love music, drawing, designing and writing. I love to explore different artforms and use them to display unique ideas. I especially like to create hybrids of different artforms. I think storytelling really pushes my designs further and is an essential factor of creating an exceptional design. The more elaborate the "story" is, the more detailed the design comes out.
Who is your Diva?
My diva in life is to over-deliver and to over-excel.
