Madinet Masr Signs MoU with Qwell to Launch Egypt’s First Smart Senior-Living Model within Sarai
Madinet Masr, one of Egypt’s leading real estate developers, has announced the signing of a Memorandum of Understanding with Qwell, the country’s first specialized provider of advanced senior-living solutions. The agreement aims to introduce a fully integrated smart-living model tailored to the needs of older adults, marking a transformative step in the evolution of the senior-care segment within the Egyptian real estate market.
The partnership reflects Madinet Masr’s commitment to turning every development into a distinctive, human-centered residential experience that delivers lasting social impact. This innovative initiative redefines the concept of senior housing by introducing a modern, dignified, and sustainable lifestyle experience for older residents.
Under the agreement, Qwell’s first senior-living community will be developed within Esse Residence at the Sarai project by Madinet Masr. The community will comprise 78 thoughtfully designed units, each tailored to meet mobility and sensory needs, ensuring comfort, safety, and ease of living while maintaining the architectural quality and design excellence that characterize Madinet Masr’s developments.
The model aims to empower senior residents by encouraging integration rather than isolation, offering a refined environment for independent living that meets the expectations of customers seeking wellness, comfort, and premium living standards.
Abdallah Sallam, CEO and Managing Director of Madinet Masr, emphasized that the partnership marks a strategic milestone aligned with the company’s mission to redefine integrated living. He noted that caring for older adults extends beyond offering residential units to designing a holistic lifestyle that ensures independence, comfort, emotional well-being, and safety—highlighting Madinet Masr’s dedication to placing people at the heart of every design. He added that the collaboration reflects the company’s long-term strategy to deliver meaningful social impact and advance the transition toward more sustainable and inclusive communities.
Magdy El-Reedy, CEO of Qwell, stated that the partnership enables Qwell to introduce Egypt’s first comprehensive senior-living model, built around creating a human-centered experience that prioritizes well-being. He explained that the goal is to establish an inclusive residential community that embodies Qwell’s commitment to promoting independence, vitality, and dignity for older adults, through designing spaces that enrich daily living and enhance psychological health.
El-Reedy added that Qwell’s philosophy seeks to redefine aging as a vibrant, meaningful journey, shifting away from traditional care models by encouraging self-expression, community engagement, and personal growth—an approach that aligns seamlessly with Madinet Masr’s vision of creating environments where seniors can live with confidence, purpose, and independence. Both parties stressed that older adults are not merely recipients of care, but active contributors whose experiences form an essential part of the community’s fabric.
The partnership represents a renewed expression of Qwell’s vision while reinforcing Madinet Masr’s mission to deliver integrated living experiences that create real, measurable impact across its developments.
Located strategically on the Cairo–Suez Road and Al-Amal Axis in New Cairo, Sarai lies just 5 minutes from the New Administrative Capital, 10 minutes from the American University in Cairo, and 15 minutes from the Ring Road, ensuring convenient access. Spanning 5.5 million square meters, Sarai combines modern, dynamic urban living with the tranquility of suburban environments, offering a wide range of residential options including apartments, S-Villas, townhouses, and more—surrounded by expansive green landscapes.