The Definitive Guide to Living in the Capital , Cairo , Egypt

As one of the biggest real estate developers in the region, Inertia is not just about bricks and mortar. Simply put, it’s not about the house; it’s about the life inside that house.

This philosophy has been a key component of Inertia’s success after launching in 2007 and it’s all brought together with a new campaign that speaks to these values. After launching a string of enigmatic videos that touched on health, food, shopping, sports, technology, music and more, but the reveal video delivered one of Inertia’s key messages – to savour the small things in life.

The video follows a man who, in running through the humdrumness and stresses of everyday life, does so at the expense of his family. The video serves as a sort-of wakeup call; one that urges Egyptians to  live hassle free; to stop settling and start living; to simply embrace and cherish the small things – and it is of course true that it’s the small things that matter.

This message is infused into all of Inertia’s projects. What many neglect to consider is the fact that, for its projects across Cairo, the Red Sea, and the North Coast, it’s also about honing in on elements of lifestyle to produce top-notch design, service and ambiance.

For more information on Inertia and all its projects, click here.