Nadine Abdel Ghaffar has made a significant impact on Egypt’s cultural scene by integrating contemporary art into its historic framework. As the founder of Art D’Égypte, she has successfully staged five editions of the exhibition Forever Is Now at the Pyramids of Giza, a site that has long been synonymous with antiquity. Her efforts have not only showcased modern art but have also attracted global attention, including a landmark fashion show by Dior in December 2022.
Abdel Ghaffar’s journey began when she became the first to mount a contemporary art exhibition at the UNESCO World Heritage site in 2021. This groundbreaking achievement involved overcoming significant challenges, including navigating governmental regulations and addressing concerns from archaeologists about the impact of modern art on such a revered location. By securing the necessary permits, she has transformed the Giza plateau into what is now considered one of the most prestigious open-air galleries in the world.
The current Forever Is Now exhibition, which runs until December 6, 2023, features works from ten international artists, including the renowned Italian artist Michelangelo Pistoletto. His installation, titled Third Paradise, consists of a mirrored obelisk encircled by blocks that symbolize the mathematical representation of infinity. Pistoletto, a Nobel Peace Prize nominee, noted the significance of the pyramids, stating, “They represent the human being’s desire for survival in terms of immortality.”
Another highlight is Vhils, a Portuguese street artist whose installation, Doors of Cairo, comprises doors collected from various locations in the city, each telling a story of collective history. Additionally, Nadim Karam, a Lebanese architect, contributes with Desert Flowers, sculptures inspired by lotus flowers, crafted from reclaimed materials.
The opening event attracted prominent figures from fashion and film, including designer Angela Missoni, Turkish actress Esra Bilgiç, and Egyptian cinema icon Hussein Fahmy. Abdel Ghaffar reflected on her unconventional approach to promoting contemporary art in Egypt, emphasizing that the country lacks established public art spaces. She remarked, “What I was doing was completely unorthodox. We don’t have contemporary art in Egypt.”
A pivotal moment for Abdel Ghaffar came when Dior CEO Pietro Beccari attended the inaugural Forever Is Now in 2021. This encounter led to the historic men’s show held at the pyramids in December 2022, featuring celebrities such as Naomi Campbell and Lewis Hamilton. The event marked a shift in how luxury brands perceive Egypt, with Abdel Ghaffar stating, “Promoting the country’s culture must be a priority.”
The exhibition coincides with the opening of the $1 billion Grand Egyptian Museum, located just two kilometers from the Giza plateau. This museum, which showcases over 100,000 artifacts, many of which have never been displayed before, marks a significant moment for Egypt’s cultural renaissance.
Abdel Ghaffar’s commitment to fostering cultural dialogue began in 2016, starting with initiatives at Cairo’s Egyptian Museum and expanding to various historic sites throughout the city. Her upbringing in Alexandria, surrounded by artists and intellectuals, has shaped her vision, allowing her to manage portfolios for prominent Egyptian artistic families while collaborating with esteemed auction houses like Christie’s and Sotheby’s.
A unique aspect of her approach involves viewing art as social infrastructure. Her guides program trains local youth, providing them with paid opportunities and UNESCO-endorsed certificates. Openings for her exhibitions are designed to be inclusive, allowing both public attendees and VIP guests to mingle. “You see a minister, and you see the guy from the shop next door, and you see the little kid wandering behind barefoot,” she explained. “We don’t create any segregation. It is really public art.”
Abdel Ghaffar’s influence is also felt beyond Egypt through her consultancy, CulturVator, which works across regions including Saudi Arabia, the UAE, and Greece. As luxury brands continue to seek cultural authenticity, she sees potential for deeper collaborations in the fashion realm. “We’re open,” she stated, highlighting the lasting impact of the Dior show. “Art can change the world. Finding the space where people come together as humans — doesn’t matter where you come from, who you are, or what religion you follow.”
Through her vision and unwavering commitment, Nadine Abdel Ghaffar is not only reshaping Egypt’s artistic landscape but also fostering a global dialogue around culture, art, and identity.
