The Land Developers (TLD) made its debut in the Egyptian market by introducing its first project, Armonia, in the New Administrative Capital (NAC), with total investments of EGP 2 bn (excluding the land’s price).

This came during a press conference held on March 12 at the Four Seasons Nile Plaza in Cairo, Egypt, in the presence of a large number of media outlets and the company’s top management.

“At TLD, we capitalize on our shareholders’ expertise, resources, and stability to accelerate the different phases of development …We are committed to upscale quality which is why we introduce modern solutions that incorporate new advances in design,” TLD’s Chairman and Managing Director Ahmed El Tayebi said in a press statement.

“Experience is the foundation on which we achieve quality performance, true competence, and deliver on our promises,” added El Tayebi, who is also the founder of El Tayebi Developments.

Armonia will introduce a smart architectural concept where living inside a park is the dominating theme, while offering a variety of facilities and entertainment services all complimenting the idea of living within a park by maintaining more than 80% green spaces.

To be developed on 41 acres, the flagship project will comprise seven-storey buildings with a total of 1,750 apartments to be completed within four years, with the first offering to include 300 units and generate sales worth EGP 1 bn.

Unlike most projects in the local market, Armonia will adopt a different approach in which it seeks to add value through upscale standards of design and implementation to introduce comfort, privacy, and views rather than maximizing project occupancy.

Commenting on the project, El Tayebi noted, “We prefer quality over quantity as a means to preserve privacy which represents an integral aspect of our design. Our idea of luxury is mainly about employing our architectural expertise to offer day-to-day needs through an innovative and functional lens.”

TLD is a privately owned corporate firm with a combined capital of EGP 3 bn, specializing in the investment, development, and management of upscale residential and commercial real estate projects. The company has a wealth of commercial and real estate experience through its shareholders; El Tayebi Developments with 40%, Bosch A-Part with another 40%, and The Steel and Concrete Company with 20%.

Along with The Steel and Concrete Company and Bosch A-part, the leader in car maintenance services owning the franchising rights for Bosch in Egypt, El Tayebi Developments will pave the way for a fresh new take on real estate development through TLD to implement innovative concepts in the very saturated Egyptian market by offering products with higher level of quality.

El Tayebi Developments is already a well-established name operating since 2006 with completed high-end projects in the finest districts of Maadi, New Cairo, West Golf, and Alexandria. The developer’s strong portfolio of boutique developments, which started out catering mostly to an expat clientele with specifically tailored foreign standards, has added to its industry expertise with a unique approach of implementing distinctive projects.