THE HUB

The Hub
El-Alamein | North Coast | Egypt

The Hottest Youth Entertainment Destination on Egypt’s North Coast

The Hub Marassi | Official Video | 100 Channel

The Hub, located in Marassi on Egypt’s North Coast, is a groundbreaking entertainment destination, covering 60,000 m². Designed by 100architects for Emaar Misr, it redefines public space through bold, colorful design and immersive experiences that engage visitors of all ages, especially adolescents and young adults.

In late 2023, Emaar Misr approached 100architects with a bold vision: to create a one-of-a-kind entertainment hub that would serve as a social anchor for youth, complementing all other public facilities and amenities for adults at Marassi. With just two months for design and six months for construction, the challenge was clear. Construction began in January 2024, working at full speed to deliver this immersive space in time for the summer season.

At the core of The Hub’s design is the concept of a “Big Bang”—a celebration of life and youth, represented by an explosion of colors, lights, and dynamic forms. This abstract idea translates into a visually captivating experience, where visitors are drawn into the space as if being pulled by gravitational forces represented by an innovative wayfinding system. Bold, colorful lines embedded directly into the ground guide foot traffic, enhancing circulation while adding a dynamic aesthetic layer.

The master plan features a “triple heart” layout with three major zones: a multipurpose event space, a playground, and Kids Town, all gravitating around the Central Plaza, and tailored to younger audiences. These spaces are carefully arranged to encourage spontaneous social interactions and self-expression—core to 100architects’ philosophy of creating public spaces that foster community engagement. The dynamic design invites visitors to explore, play, and connect, making it an ideal space for social gatherings and youth expression.

In addition to these key attractions, The Hub offers a wide range of activities, including an open-air cinema, go-kart track, roller-skating rink, sports courts, arcade, and flexible public spaces designed for allowing the ephemeral appearance of pop-up markets, concerts, and workshops. F&B and Retail spaces occupy 10,000 m² and 15,000 m² respectively, with container-based F&B outlets and locally themed retail shops, all designed to blend seamlessly with the vibrant aesthetic. This modular approach enabled fast construction while maintaining a striking industrial edge that resonates with younger visitors.

As the trendiest space on Egypt’s North Coast, The Hub has quickly become a hotspot for evening activities. With its success evident in the daily crowds, the project is already set to expand. Phase 2, scheduled for completion by June 2025, will introduce a larger playscape and even more amenities, driving further social interaction, visitor engagement, and commercial success. As 100architects continues to reshape public spaces, we are excited to push the boundaries of design, creating environments that are vibrant, interactive, and inclusive.

Credits

PROJECT NAME:The Hub
DESIGN: 100 Architects (Shanghai) Co., Ltd.
DESIGN TEAM: Marcial Jesús, Javier González, Mónica Páez, Yuntong Liu, Lara Broglio, Ponyo Zhao, Keith Gong, Cosima Jiang, Michelle Aldora, Jango Zhang.
PROJECT MANAGEMENT TEAM:Jenny Fan & Eva Jiang
SIZE: 60.000 m2
STATUS: Built
LOCATION: El-Alamein, Marassi, North Coast, Egypt

The winding desert breeze becomes solid elevated walkways.

The conceptual proposal intends a bold architecturalization of that unique feeling of the sea breeze caressing the skin when arriving at a bespoke tourist destination on holiday.
We have focused our efforts on creating a plastic gesture that could become both, an urban and a natural landmark not only in Sharjah but in the entire UAE and beyond. An eye-catching way of activating the city coastline to attract locals, international visitors, nature & sports lovers, etc.

A metropolitan intervention that extends for over 4 kilometers of riverfront

River Loop project is a combination of different typologies of riverfront allocated according to the needs of the context around, the program inserted, and the desired pedestrian accesibility. We studied 12 different possibilities that would create a remarkable everchanging experience keeping the user entertained over the 4 kilometers length of the intervention.