THE JOURNEY
WHERE IT ALL STARTED
The "TOY RUN"
1st November, 2017: Alaa Khalil & Mohamed Lotfy started working on furnishing Marwa Fayed’s Toy Run office in Cairo, Egypt, with a mission of completing the space with practical, affordable, trendy and fun pieces. Alaa and Lotfy successfully completed the project by February 2018, and with the ending of this opportunity they were buzzing with creativity and a brand idea was born.
THE COLLECTION THAT WAS NEVER RELEASED
The '1st COLLECTION'
Inspired by their first project together, Alaa and Lotfy created the first collection for their new and unnamed brand; the ‘OSB’ collection (utilising oriented strand boards as a material). Samples were done to perfection, a photoshoot took place, but the idea was put to sleep before launching when Alaa and Lotfy felt that the collection was ‘too narrow’ and not the right collection to enter the market with.
Indentifying the problem
YOU need to set the trend
The learnings from the Toy Run project and the unreleased collection were beyond inspirational and had unleashed Alaa & Lotfy’s creative side and drove them to continue chasing this dream and start thinking about the bigger picture; to truly start thinking big.
The duo realised that nowadays people are driven to follow trends created by brands and pushed by social media, and they wanted to create a brand where ideas and
products come from you, your
needs, and your desires.
Alaa and Lotfy understood that brand offerings need to be inspired by YOU, touching the same pain points in others’ lives.
BRAND IDENTITY
Getting the world DROWZY
‘Cognitive scientists have found out that there’s a phenomenon called ‘pattern recognition’ that takes place in the brain only when it is in a very relaxed state. In this process, the brain is relaxed enough to make new connections and allow new neural pathways to form.’
Alaa and Lotfy were inspired by this concept, and by the idea that your best ideas can come to you in the state of being drowzy. The Zebra was chosen as the brand’s favourite animal, since watching a dazzle of zebras running in the wilderness can make you feel drowzy, and potentially inspire some of your best ideas.
And so, DROWZY was born.
THE BEGINING OF DROWZY
Introducing the Showroom & The 1st Collection
While the Egyptian home décor market was over saturated with the ‘make your own’ concept, the DROWZY team set off to learn more about what the customer truly needs in terms of product, materials, styles and more.
Focus groups were held, and two points jumped out to Alaa and Lotfy; people needed accent products that can match & fit different styles, and they felt that metal was a key material.
The idea for the 1st collection came to life, providing people with an additional opportunity to make products truly their own by choosing the colour of the metal and the top material.
The duo decided to launch DROWZY and release the 1st collection in a
strategically located space in the heart of Cairo and home to trendy boutiques and showrooms: Zamalek. The DROWZY showroom acted as a 3D ad and was a true trust gainer for customers; allowing the market to learn more about the brand,
offerings, and quality standards.
The launch of DROWZY.com
DIRECTLY TO YOU
1st September, 2019: DROWZY.com was launched.
The showroom allowed DROWZY to gain customers trust and become a well-known name in the market and pushed the team to shut down the showroom and establish an
exclusively online presence.
THE DROWZY 'LIVING' EXPERIENCE
SHOP NOWTO BE CONTINUED...
A GLOBAL BRAND IN THE MAKING!