The 5th Edition of El Gouna Film Festival (GFF), created the initiative “It’s Not the End ”, in collaboration with the Ministry of Culture and “Random Content” company.
The initiative aims to aid environmental sustainability and rework cinematic waste into works of art.
13 of Egypt’s top designers took part in the initiative and presented 10 artwork and contemporary furniture pieces made entirely from the remains of film and TV décor.
Among the designers were Ahmed Fayad, Karim El Hayawan, Soha Omar, Cherif Morsi, Shosha Kamal, Mohamed Radwan, Marwan Fayed, Mariam Hazem, Sherif Nour, Nedal Badr, Nehal Leheta, Huda Lashin, and Hend Riad.
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Asser yassin with Ahmed Fayad[/caption]
The designers reworked the ten pieces in less than a month before the festival kicked off.
The pieces, which were displayed in GFF’s main outdoor court area last Tuesday, will be auctioned after the festival concludes.
Along with his piece, Fayad had also designed the overall decoration of the exhibition, which was inspired by the ending scene of the 1991 film “Kit Kat”.
In a statement, GFF General Coordinator Amal El Masry noted that the initiative comes as a continuation to the vision of the festival, which since its inaugural adopted “Cinema for Humanity” as its slogan.
She noted as a literal translation to this slogan, the initiative is concerned with the impact of the film industry on the environment.
Fayad addressed the reason behind the designers’ participation in the initiative, saying: “El Gouna Festival has become a celebration of art in general, not just for cinema,”.
As for the challenges in the project, he stated that the most difficult challenge was preserving the authenticity and history of the items that were used and recycled.
Kamal, who participated in the initiative with the ‘Temple of Light’ piece that was inspired by ancient Egypt.
The designer noted that she chose to partake in the initiative with the air conditioning ducts due to it being one of the most important hidden elements that no one sees in the final product of filmmaking and without them it is impossible to make the project.
Radwan, one of the designers participating in the initiative, commented that the initiative carries special significance in opening the way towards achieving a sustainable film production industry, which falls within the framework of Egypt and the global design community, with recycling waste and achieving sustainability.
He noted this reason was behind why the designers were so excited to take part in it and volunteer their designs.
Contributed by Yara Sameh
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