Madinet Masr Signs Landmark Partnership with Qwell to Introduce Egypt’s First Integrated Smart Senior Living Model at Sarai
Madinet Masr (EGX: MASR.CA), one of Egypt’s leading urban community developers, has signed a Memorandum of Understanding (MoU) with Qwell, the first specialized network for elevated senior lifestyle solutions, to introduce Egypt’s first fully integrated smart living model tailored to seniors. The partnership underscores Madinet Masr’s commitment to transforming its developments into distinctive living experiences that deliver long-term positive impact and redefine the real estate sector’s approach to independent senior living.
The first Qwell residential community will be launched within Esse Residence at Sarai, featuring 78 purpose-designed units that thoughtfully accommodate mobility, sensory comfort, accessibility, and integrated daily living needs. The community combines a safe and empowering lifestyle with Madinet Masr’s signature architectural quality, delivering a dignified and inclusive residential experience that encourages seniors to stay connected rather than isolated. With this pioneering step, Sarai sets a new benchmark for independent senior living in Egypt, catering to discerning residents who prioritize well-being, luxury, community engagement, and elevated design standards.
Commenting on the agreement, Eng. Abdallah Sallam, President and CEO of Madinet Masr, said:
“Our partnership with Qwell represents a new strategic milestone in our journey to redefine the meaning of integrated living in Egypt. It reflects our long-term vision of developing inclusive environments that support every stage of life and address the needs of diverse community segments. We believe that senior living goes far beyond providing housing — it is about creating a comprehensive lifestyle where independence, comfort, safety, and emotional well-being are equally prioritized. This project places people at the heart of every design and aligns with our mission to deliver tangible social value and contribute to the growth of sustainable, inclusive communities.”
Magdy El Ridy, CEO of Qwell, added:
“We are delighted to collaborate with Madinet Masr to introduce a human-centered and innovative senior living model to the Egyptian market. United by a shared vision, we seek to create a holistic social and residential experience that enhances mental and physical well-being through spaces designed to uplift, support, and enrich daily life. Our ambition is to build a comprehensive community for seniors that promotes confidence, dignity, independence, and connection — all powered by sustainable and thoughtfully integrated solutions that truly meet their needs.”
Driven by this shared vision, Qwell approaches aging not as a stage that requires segregation, but as a dynamic and fulfilling journey rich with purpose, identity, and personal expression. Rather than focusing on traditional care-driven frameworks, Qwell encourages an active lifestyle anchored in community, creativity, and self-growth. This approach seamlessly aligns with Madinet Masr’s development philosophy — creating environments where seniors are empowered to remain actively engaged, socially connected, and confident in their daily lives. Together, the partners reaffirm that seniors are not merely recipients of support, but essential contributors whose experiences enrich the fabric of the community. The collaboration not only elevates the concept of senior living in Egypt but also reinforces Madinet Masr’s mission to deliver impactful, people-first experiences across all its developments.
Strategically located along the Cairo–Suez Road and Al Amal Axis in New Cairo, Sarai is just five minutes from the New Administrative Capital, ten minutes from the American University in Cairo, and fifteen minutes from the Ring Road, offering exceptional accessibility. Spanning 5.5 million square meters, Sarai blends vibrant urban convenience with suburban serenity and natural green landscapes, delivering a diverse mix of residential offerings — from apartments and S-Villas to townhouses and bespoke lifestyle clusters — within an integrated master plan designed to elevate community living.