Vertical 02 · Hospitality & Entertainment
We don't rent nightlife — we run it. Anchored by Cassette on the New Alamein beachfront and extended through cloud kitchens and cultural programming, this is hospitality built, booked and operated entirely in-house.
Locally-flavoured, international-level hospitality. We design experiences from ideation to launch — concept, venue, F&B, guest journey and the full night — and we run them ourselves. A live venue teaches what no deck can: crowd flow, peak-night economics, and what keeps people coming back.
Alongside the venue, our cloud kitchens bring owned food brands to market on a delivery-first model, while HUNALQAHIRA, Markit and #PLOTWIST extend the cultural programming that gives our spaces their voice.
A retro-futuristic beachfront nightlife destination in New Alamein. An indoor space with multiple terraces, a 360° Mediterranean view — hosting local and international artists metres from the sea.
Bold Mexican street food delivered fast — tacos, burritos, quesadillas and loaded nachos. A cloud-kitchen concept launching in 2026 under Cassette.
Explore Taco & Co ↗
A premium Lebanese cloud kitchen — hummus whipped to order, wings glazed sticky, shawarma toum-slicked — delivered across El Sherouk in under 35 minutes.
Explore Habibi & Co ↗
“This is Cairo” — the phrase Syrian radio broadcast in 1956 when Egypt's station was bombed, ever since a symbol of pan-Arab solidarity. We revived it during COVID-19 as a platform for rising artists to keep sharing their music safely. Today it's a voice of resilience, streaming from Cairo, Dubai and New Alamein.
Explore HUNALQAHIRA ↗
An open-space event enabling growing local talents and businesses to showcase their work, reach new customers and generate income.
Explore Markit ↗
Not your regular hip-hop party. Live performances, veteran and debuting DJs and colourful production for a previously untapped niche.
Explore #PLOTWIST ↗
Our own experience-based nightlife concept — built to both fit in and stand out, hosting tens of international and local DJs over five years as an alternative to the mass-appeal mainstream. Retired in honour of partner and lead curator Ahmed Samy El-Adl.
Explore NONAME ↗Festivals, international takeovers and first-of-their-kind nights — operated end to end.
Amr Diab · Ruby · Omar Khairat · Rodge
As official partner for Bar Services at North Square Mall (with Counsel Masters), we ran the ExtraSolaire series — from artist requests and VIP table-side servicing to bar operations and logistics — serving over 10,000 attendees throughout the season.
William Djoko · Mason Collective · Rolbac
The Egypt launch of “We Are Us” — a global community staging events in extraordinary places (Cartagena, Amsterdam, Mykonos, Ibiza, Paris, Miami). They chose us to keep the same 5-star standard: table-side servicing for 300 international guests and 4 open-bar stations for over 3,000 Egyptian spectators.
First panel talks in the New Capital.
With organisers TSM and hosts ACUD, we delivered one of the first-ever panel talks in the New Administrative Capital — from registration and VIP flow to backstage operations and a brunch for over 200 people, welcoming guests into Egypt's new age of growth. Backed by sponsors including ACUD and EgyptAir.
Cassette has its own home — the New Alamein beachfront club, season line-up, menu and table bookings.
Step inside the Cassette site ↗
From the Grill
Whipped to Order
Glazed Sticky
Bowls & Wraps
Fresh Mezze
Dips & SpreadsHabibi & Co has its own home — the full 20-dish menu, the story behind the name, and direct ordering across El Sherouk.
Step inside Habibi & Co ↗
PROM — 2015
Intertwine
Purgatory
Yalla Nesk
#PLOTWIST
Cassette — 2022From PROM in 2015 to Cassette on the coast — a decade of rooms we ran ourselves.
Sponsorships, events, F&B and collaborations at Cassette and beyond.