Muse is one of New Cairo’s most distinct open-air lifestyle destinations. It brings together food, coffee, retail, wellness, and community in a setting that was built to be experienced. Before working with our team, the social presence did not match what the place actually felt like in person. It needed content that made people feel something before they ever walked through the door.
Objectives
Build social media channels that reflect the energy, warmth, and personality of Muse as a place. Drive consistent foot traffic from a Gen Z audience who discovers destinations through content, not advertising. Turn the location itself into content worth watching, saving, and sharing.
Challenges
Lifestyle destinations live or die by atmosphere, and atmosphere is one of the hardest things to translate into a feed. The content could not look like a brochure. It needed to feel like something a friend sent you. On top of that, the target audience, primarily Gen Z in New Cairo, has a very low tolerance for content that feels produced for the sake of posting. They engage with realness, with movement, with moments that feel like they happened rather than moments that were staged to be filmed.
Solution
We made the place the main character. Every reel.. every post.. every piece of entertainment content started from a genuine observation about what makes Muse worth going to. We built a content system around three pillars: place-led creative that showed the architecture, outdoor spaces, and signature spots in a way that made people curious; food and lifestyle content that turned each tenant into its own story; and entertainment content designed specifically for Gen Z consumption patterns, short, snappy, culturally relevant, and rewatchable
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