A World of Colours, Shapes, Materials and Lights

(All images by 100architects)

The ‘Big Bang’ is the concept on which 100architects have based themselves to create THE HUB space located in El-Alamein, on the northern coast of Egypt. A 60,000 m² space designed for teenagers and young people to have fun, socialise and experiment.   

The Hub Marassi

The design and architecture studio, 100architects, had a clear objective from the outset, to transform a space in the city of El-Alamein into a public place that could offer immersive experiences and appeal especially to teenagers and young adults. 

The challenge that Emaar Misr set them when he asked for the project was to complete it in eight months, so the citizens could enjoy it in the summer of 2024, and they did just that.

For two months, they worked on the design, and then, at the beginning of this year, they started the construction work, so that everything would be finished in the summer. 

The ‘Big Bang’: the explosion of colour and visual impact

This entertainment centre was intended to bring young people together with adults by offering activities for all audiences. The core would be based on a kind of ‘Big Bang’ simulating an explosion, but this time, of colours, lights and dynamic shapes. This design would attract visitors with its gravitational forces represented by boldly coloured lines on the ground, as guides for pedestrian traffic. Improving circulation through a highly visual and aesthetically appealing dynamic. 

The triple heart design

The space would offer three main zones: a multi-purpose event space, a children's playground and the Children's City, all gravitating around the Central Plaza. Under 100architects' working philosophy of creating spaces for engagement by a tight-knit community, they would be arranged in a way that encourages social and spontaneous interactions and self-expression. Visitors would be able to explore, play, connect, chat, learn and express themselves freely.  

The modular structure and multi-spaces

Thanks to the modular structure, the project could be built quickly and delivered on time for visitors to enjoy throughout the summer.  In addition to the above, The Hub would also offer a wide range of activities such as an open-air cinema, a go-kart track, a skating rink, sports courts, an arcade and flexible public spaces for pop-up markets, concerts and workshops. In between all this activity, there would be the possibility of eating or having a drink to continue socialising in a more relaxed way. For this, there would be an area for restaurants and shops that would be located in containers and themed shops perfectly integrated into the aesthetics of the project. 

Complete success and the second phase

The Hub project was presented and inaugurated this summer, as planned, and was so well received that it has become the meeting point both during the day, for a younger public, and at night, for a more adolescent public. Due to its success, 100architects are already working on phase 2, which is expected to be ready in June 2025, with a larger play area and more amenities. 

The magnetism of colours, textures, lights and shapes 

The human brain processes visual content up to 60,000 times faster than textual content, and retains 80% of it. 

Most quick judgements about products or brands are based on colour. Bursts of colour stimulate the eye and help keep it moving, keeping the viewer interested in what they see. 
If these colours are applied in different textures or materials and shapes, the interest is even more and the visual impact is greater. 

That is why, at Smart Room Barcelona, we offer you all the tools and solutions to make your customised booth stand out and attract all eyes, always keeping align with your image and what you want to project. 

Our expert designers propose the combination of colours, lights, materials and elements of dynamic forms for the construction, which help to capture the attention of visitors and highlight your brand even more. 

If you are interested in getting to know us and see how we work, please contact us. We will be happy to answer your questions and present you with our tailor-made proposal for your stand.