North Square Mall in New Alamein has emerged as a vibrant hub for entertainment and shopping during the summer 2025 season, hosting a wide array of cultural, artistic, sports, and family-oriented events that drew diverse audiences and boosted both tourism and commercial activity in the city, Invest-Gate reports.

Malak El Ashiry, General Manager and Managing Director of Council Masters — the company overseeing events and operations at the mall — stated: “Each year, we develop event content to appeal to all age groups, from families to youth and children, creating a complete summer experience that strengthens the mall’s role as a key attraction in New Alamein.”

El Ashiry emphasized that the mall’s offerings go beyond entertainment, directly contributing to increasing visitor numbers and supporting the state’s goal of boosting tourism revenues in the North Coast. These activities also pave the way for year-round operation of city facilities, not just in the summer.

The 2025 summer season witnessed the opening of several high-profile outlets, including a Carrefour branch and a showroom by the Arab Organization for Industrialization, featuring products from Atico Furniture and the Electronics Factory, as well as a home furniture zone. The mall also hosted the launch event of the “Flyer” project by Dubai-based Binghatti, attended by prominent investors and media figures.

North Square additionally welcomed over 10,000 participants in the Cairo Runners Marathon, inaugurated Egypt’s first Rush Hub amusement park, and partnered in sponsoring the third edition of the Alamein Festival.

According to El Ashiry, North Square now stands as a successful model for integrating entertainment, commerce, and industry in one location — supporting Egypt’s broader strategy for sustainable economic development in its new urban centers.

She noted improved customer satisfaction during the current season and highlighted visits by several government officials who praised the level of service and organization — a reflection of continuous improvement year after year.

El Ashiry concluded by affirming that the partnership between Council Masters, the Ministry of Housing, and City Edge is a leading example of successful public-private collaboration, contributing to sustainable urban development and delivering a comprehensive lifestyle experience in Egypt’s new cities.