Inside Azza Fahmy’s Immersive Jewellery Experience in Doha
From ancient Egyptian symbols to calligraphy to music, the two-day event at Katara Cultural Village offered a multi-sensory window into the house’s world
Umm Khultum, a musical icon from the arab world with the gravity of a whole century, was the inspiration for a dedicated room within Azza Fahmy Jewellery’s immersive Doha experience with Fifty One East, which showcased bespoke pieces created for the film El Sett in close collaboration with the production team.
Hosted at the Katara Cultural Village, the experience was designed as an intimate way to step inside one of the region’s most celebrated jewellery houses, with Azza Fahmy Jewellery and luxury retailer Fifty One East presenting it as a multi-sensory exploration of heritage, craftsmanship, and modern design.
The concept began in a private villa transformed into a room-by-room experience for visitors to explore. The spaces offered insight into Azza Fahmy’s creative process, archival inspirations, and signature collections.
Inside the rooms
The High Jewellery Room was centred on craftsmanship and storytelling, presenting pieces from the Tales of the Nile High Jewellery Collection, crafted in 18kt gold and set with gemstones. It represented the house’s precision and detail.
The Shen Room turned to Ancient Egyptian culture, with selected elements including the brand’s latest Scarab Collection, described as celebrating one of Egypt’s oldest and most enduring symbols of protection.
The Autobiography Room highlighted the brand’s personal element, offering a deeper look into Azza Fahmy’s journey, from early beginnings in jewellery design to becoming the Middle East’s leading jewellery designer, known for challenging conventions since 1969.
Then came the El Sett Room, where Umm Kulthum’s influence was the emotional centre of the experience. The room paid tribute to her legacy through bespoke pieces created specifically for the film El Sett, developed in close collaboration with the production team and intended to reflect the elegance, authenticity, and spirit of the era.
Finally, the El Nur Room completed the journey through language. It highlighted Azza Fahmy’s extensive research into calligraphy, described as one of the brand’s defining elements and visual signatures, and featured iconic phrases drawn from timeless songs such as Umm Kulthum’s Enta Omri and Sayed Darwish’s Ana Haweit.
Beyond the rooms, the experience also hosted private gatherings led by Egyptian chef Karim Abdelrahman, Founder and Executive Chef of Avec Karim. For the occasion, he created a narrative-driven menu highlighting Egyptian culture and cuisine.
The two-day immersive event served as an inside look into the brand’s commitment to storytelling, bridging jewellery, heritage, and contemporary expression.
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