MAD Signs MoU with Brassbell Hospitality Group to Elevate Hospitality Landmark in Front of the Grand Egyptian Museum
Misr Abu Dhabi for Real Estate Investments (MAD) has signed a Memorandum of Understanding (MoU) with Brassbell Hospitality Group (BHG), for the development of MAD’s land plot directly across from the Grand Egyptian Museum (GEM), during Future Hospitality Summit (FHS) Egypt 2026.
Under the agreement, MAD will provide the land, while Brassbell Hospitality Group will lead the hospitality development in line with market needs, drawing on its experience across hospitality development, operations and serviced living to shape a concept aligned with the asset’s location and market potential.
The MoU follows a structured hospitality advisory and partner-selection process led by MAD with the support of HVS, whose role included advising on the RFP process and facilitating the identification of a hospitality partner aligned with the asset’s investment potential and market positioning.
This agreement brings an institutional assessment management company and a specialized hospitality operator together around a development that will be shaped by the needs of the market.
Brassbell Hospitality Group, which specializes in fully serviced apartments, will draw on its experience in the hospitality sector to guide the development, while MAD brings the land asset and its real estate investment perspective to the undertaking.
Beyond the signing, MAD also participated in the summit’s industry program, with Maged Salah El Din joined a panel discussion titled From Global Shifts to Local Opportunity: What It Means for Hospitality Investment in Egypt.
The session examined the implications of changing global dynamics for hospitality investment in Egypt, adding to the discussions taking place among industry leaders at this year’s summit.
For MAD, the agreement represents a step in advancing its GEM plot. Maged Salah El Din, CEO and Managing Director of MAD, stated: ” Egypt’s hospitality sector continues to present significant opportunities for investment, driven by the country’s rich cultural offering, evolving tourism landscape, and growing demand for diverse accommodation experiences.
We are pleased to reach this agreement with Brassbell Hospitality Group as we take another step towards developing our GEM land plot.
Identifying the right approach to each development is an important part of our investment process, and this agreement allows us to move forward with a partner whose expertise is aligned with the hospitality sector. We look forward to seeing the plans take shape.”
Adding to this perspective, Sara Hussein, PR and Marketing Director at MAD, shared: “The development of a real estate asset begins with understanding the role it can play within its surrounding market.
At MAD, we place considerable importance on identifying the right development approach for each opportunity, taking into account market needs and the potential of the asset itself.
Our agreement with Brassbell Hospitality Group reflects this thinking, as we look to advance the GEM plot with a clear understanding of the hospitality sector and its requirements.”
Ahmed Ibrahim, Founder and Chairman of Brassbell Hospitality Group, commented: “At Brassbell, we approach hospitality development by looking at the full lifecycle of an asset, from understanding its market potential and development requirements to establishing the operational framework that will support its long-term performance.
Our experience across hotels and serviced living allows us to bring together these perspectives and work closely with real estate partners to develop hospitality concepts that respond to market demand.
We see this collaboration with MAD as an opportunity to apply that approach to a strategically located asset opposite the Grand Egyptian Museum.”
Adham Elbedewy, Vice President, Expansion & Growth of Brassbell Hospitality Group, added: “Developing a hospitality asset begins with understanding what its location offers and how it can translate into a distinctive experience.
Being directly opposite the Grand Egyptian Museum places this project within one of Egypt’s most significant cultural and tourism destinations.
Our focus is to approach the development with a clear understanding of its surroundings, the expectations of its future guests and the opportunity to create a hospitality offering that is both relevant to its location and commercially sustainable.”
HVS oversaw the process leading to the agreement, bringing its hospitality advisory perspective to the discussions between the two parties. The firm was represented at the signing by Hala Matar Choufany, President for HVS Middle East and Africa, and Alain Debare, Partner at HVS.
Reflecting on the agreement, Hala Matar Choufany shared: “Hospitality investment requires a clear understanding of the market and the ability to align development plans with its evolving requirements.
We are pleased to have overseen the process between MAD and Brassbell Hospitality Group and to have supported the parties in reaching this agreement. We look forward to following the project’s progress.”
Marwan Younes, Board Member of Do Capital Holding, emphasized that attracting foreign investment is essential to driving economic growth and strengthening the competitiveness of the Egyptian market. He underscored the importance of capitalizing on Egypt’s diverse investment advantages to attract greater foreign capital, particularly in the tourism sector.
In this context, the agreement between Misr Abu Dhabi Real Estate Investments and Brassbell Hospitality Group to develop a hospitality project opposite the Grand Egyptian Museum reflects the growing appeal of Egypt as a global tourism destination.
The project is also expected to capitalize on the museum’s strategic location, further enhancing the area’s appeal as a promising tourism and investment hub.location and strengthening the area’s position as a promising tourism and investment hub.
The partnership reflects the continued intersection of real estate investment and hospitality development in Egypt, where the selection of experienced development and operating partners plays an important role in translating strategically located assets into hospitality destinations.
Alongside this, MAD continues to explore ways to unlock the potential of its real estate assets, pursuing development approaches that reflect market needs and create long-term value.
MAD’s portfolio spans a range of real estate assets and development activities across Egypt, including residential, commercial, administrative, hospitality, and healthcare and projects.
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