Project:
The Pyramids of Giza
Wondrous Royal Tombs Built for Eternity
Client:
Orascom Pyramids Entertainment
Services supplied:
Discovery.
The Giza Pyramid complex in Egypt is a must-see destination, housing the ancient wonder of the Great Pyramid of Giza. However, the visitor experience has been lacking in recent years. The complex’s custodians, Egypt’s Orascom Pyramids Entertainment (OPE) and the Ministry of Tourism and Antiquities (MTA), have recognized this and embarked on a process of enhancing the site’s facilities and services. We are thrilled to be part of their joint project, creating a comprehensive brand strategy, reimagining the visitor experience, and designing a visual identity to elevate the Pyramids of Giza into a world-class destination. Join us on this transformative journey.
Driving the transformation of the historic Giza Plateau
Orascom Pyramids Entertainment (A Orascom Investment Holding company) and the Egyptian Government are striving to create a globally-inspiring, innovative, and integrated destination. A destination that will encapsulate the entire Giza Plateau with top-end amenities and overwhelming human experiences that are truly fit for the magnitude and legacy of the Egyptian Pyramids.
Ultimately, the transformed Giza Plateau aims to:
- Honor a rich history, while placing in context the future of Egypt
- Create a place with a variety of opportunities for the visitors to be immersed in the historic environment
- Make the Giza Plateau a global destination with an emphasis on delivering exceptional world-class tourism standards
- Be a place for social gatherings, activities and events
- Celebrate Egyptian arts & culture
- Integrate cutting edge science, innovation and technology presence to educate and inspire
- Provide an environment based on vibrancy, life and energy
The transformed Giza Plateau will contain:
- Purpose built car and bus parking
- Contemporary Visitor Centre containing:
– Permanent exhibition/museum space
– High-tech learning experiences
– Food & Beverage outlets
– Retail
– On-site offices - Environmentally friendly electric transportation
- Friendly and engaging staff
- Official plateau tours using highly trained guides
- Spectacular and unique events & shows
- On & off-site approved horse and camel excursions
and lastly… The spectacular Pyramids of Giza
Definition.
The overall project was carried out in multiple phases, the first involved the strategic team working closely with OPE and MTA, with an audit of the plateau’s existing visitor experience, its current positioning, and an in-depth look at the historic plateau’s global competition. Then, utilising these findings to recommend and develop a new brand platform and visitor experience.
A transformed experience
The Giza Plateau is one of the most famous and oldest historical locations in the world. It is the home of the magnificent the Pyramids of Giza, the Great Sphinx and a multitude of other wondrous ancient Egyptian tombs and monuments. Shrouded in ancient mystery, the plateau is a spectacular place to visit, it’s a place that will leave everyone young or old in awe and wonderment.
However, the Giza Plateau has even more to offer, not only is it a place of extreme historic importance it is a place where ancient Egypt meets the modern. The plateau is visitor centric, with exceptional and wondrous experiences that will bring together innovation and advancement in many forms to tell the mysterious story of the Giza Plateau, from cutting-edge augmented reality experiences to educate and inspire, environment considerate guest transportation, through to unprecedented visitor services that will far exceed all expectations.
Official guided tours will transcend the past and deliver unexpected knowledge and wisdom. Regulated horse & camel excursions will display the plateau in inspiring perspectives. Hospitable restaurants, bars and authentic cafés will all offer a respite for guests’ before/after exploring. Eclectic retailers will offer interesting and unique merchandise for every budget, and a variety of exclusive spaces will be available to hold that extra special outdoor gathering or event. Authentic Egyptian arts & culture will be celebrated for all to see and enjoy; all with the backdrop of the mesmerizing Pyramids of Giza.
Ultimately, the new Giza Plateau exists to unite and celebrate the historic ancient past with the present and beyond. Achieved by transforming and creating an unparalleled guest experience for those visiting the last remaining ‘Wonder of the World’. This will lead to better reviews and word-of-mouth, which in turn will lead to better success and drive growth for the Egyptian tourism industry.
A story of legacy that’s ‘Built for Eternity’
Dating back to Egypt’s Old Kingdom era and constructed some 4,500 years ago, the Pyramids of Giza were built to endure an eternity. Erected to prepare the occupants for the next world, these spectacular monumental Royal tombs are the eternal resting places for three of the great Egyptian Pharaohs who reside within them.
If the Pyramids helped to build ancient Egypt, they also helped preserve it. Nothing can ever replicate, or replace, the experience of a personal visit to the Pyramids of Giza. A visit to the Pyramids of Giza allows us to explore a long-vanished world, an ancient world of wonder and mystery.
Today and in the future, Orascom Pyramids Entertainment will further enhance and transform its visitor experiences whilst preserving this wondrous historic plateau. The goal, to offer unparalleled world-class visitor experiences, in an ancient location that has been Built for Eternity.
Expression.
Following the strategic conclusions, our creative team looked at the overall expression of the new brand, involving: the creation of the overarching complex naming and identity, it’s visual language and application, and lastly documenting it all in a comprehensive brand guideline to help OPE and their agencies implement the new brand.
The Pyramids of Giza identity
The Pyramids of Giza identity, draws inspiration from the four recognisable icons of the ancient plateau – the Pyramid of Khufu, the Pyramid of Khafre, the Pyramid of Menkaure, and the Great Sphinx; by following the mathematical accuracies used by the ancient Pyramid builders, it has formed a contemporary stylised solution, one that is versatile and bold. Making it an instantly recognisable marque for the historic complex.
The clean use of typography, contemporary and historical design elements, and a colour palette inspired from ancient times, all provide an appropriate level of design sophistication, whilst allowing the complex and visitor experiences to remain the focus.
Enhanced visitor experiences and facilities
Completely new facilities and experiences are being created to enhance every visitor touch-point within the ancient complex, including: a state-of-the-art visitor centre, museum, F&B outlets, environmentally friendly ‘hop-on hop-off’ tours of the complex, considered architectural additions, a digital tour guide to inform and educate, and plentiful opportunities to purchase unique gifts and souvenirs.
Backdrops to wondrous events
To complement the day-to-day complex experiences, the site will also play host to unique events, existing venues will evolve, and new ones will be formed, to entertain and create more ‘special’ memories for visitors.
