Classi.

HOME FURNITURE

Classi is a home furniture brand in Nasr City, Cairo, located on Makram Ebeid, one of the area’sactive commercial streets.Alep developed the brand identity and showroom experience to reflect a simple idea: furnitureshould not only be displayed, but felt as part of a lived home. The identity, interior direction, façade,and visual applications were designed to create a sense of comfort, trust, and quiet refinement.The result is a brand experience that feels warm, accessible, and elevated — helping customersimagine furniture not as separate pieces, but as part of a complete living environment.

Design Narrative

The design approach was built around the feeling of home.Soft materials, warm wood, calm lighting, and neutral tones create an atmosphere that feels welcomingwithout becoming overly decorative. The space was designed to slow the customer down, allowing eachfurniture piece to be experienced in a more natural and comfortable setting.Rather than treating the showroom as a traditional retail display, Alep shaped it as a sequence of livingmoments — where seating areas, bedrooms, materials, lighting, and brand details work together tocommunicate the lifestyle behind Classi.

Branding

A Brand Shaped for Living

The Classi identity was designed to feel refined, calm, and approachable.Its visual language uses soft contrast, warm tones, elegant typography, and clean applications to support the brand’shome-focused character. Across stationery, social posts, signage, and printed materials, the identity creates a consistent presencethat feels premium without losing warmth.

3D Design

Translating the narrative into space

Through 3D design, Alep explored how the brand could be experienced inside the showroomthrough proportion, material, lighting, and movement.The spatial concept creates a balance between retail clarity and residential warmth. Furniturepieces are presented within composed settings, helping customers understand scale, atmosphere,and how each item could live inside a real home.

The façade gives Classi a warm andvisible presence on Makram Ebeid,using light, wood, and clear signage tocreate a refined street-facing identity.

Layered lighting, warm wooden surfaces, soft seating, neutral walls, and carefully placed details create a calmenvironment where the furniture becomes the focus. The result is a space that feels elegant, comfortable, andcommercially clear — designed for browsing, imagining, and choosing with confidence.

The showroom was designed as a calm sequence of living scenes, where furniture is experienced through atmosphererather than display. Warm wood, layered lighting, soft textures, and planted details create a residential feeling thatallows customers to imagine each piece inside a real home.

Each setting was composed tomake the furniture feel part ofa complete home atmosphererather than a single productdisplay.

The showroom was designed as a sequence of living scenes, allowing customers to move through differentmoods, materials, and furniture settings.