Vol. 01 : Alexandria ‘25
Shot by Mena Assad
There is a certain stillness when the setting, the self, and its material expression move in the same vocabulary. It does not seem staged nor reaching for symbolism. It is just spatially correct, or talata mazbūt.
Homepage short film
Creative Director : Duaij el Amin
Shot & Edited : Lena Naassana
Second Shooter : Aly Ramy
Music : Hossam Farouk & Ali Hosam
Featuring : Oday Kamal
talata
Egyptian Arabic for “ three ”
Derived from the formal Arabic ثَلاثَة / pronounced : thalatha /
mazbūt
Arabic for “proper,” “correct,” or “just right.”
مَظْبُوط / pronounced: mazboot /
Also used when ordering coffee with medium sugar.
Meaning it is not too sweet and not too bitter.
A shorthand for balance, in taste and in thought.
The name talata mazbūt portrays the brand’s envisioned ideal
An alignment in which a certain balance inhabits each of the three dimensions of lived reality that we consider in every lens we apply:
The individual guided by memory and desire
The collective shaped by institutions
Our surroundings altered by us and altering us.
