'el otta el ammya' aims to (re)define design by proposing objects inspired by idiosyncracies of the everyday; a ‘lateral’ approach to utility which blends pragmatism with jest as a means of raising awareness about the role of design in daily Egyptian life.

'othography' is an interpretation of the polyvalent digital 8 for arabic calligraphy. 'el otta el ammya' simplified this characteristically cursive alphabet to 3 letter bases; alif-zain, sin-quaf, kaf-yeh, which can be inked & printed to reproduce any letter. playfully combining ink-stamps with hammers accentuates the physicality of stamping, as well as transforming the officious use of stamps and disregarding existing norms of calligraphy. the result is a creative teaching tool for arabic letters in their various forms, encouraging craft and exploring freer graphic processes. ‘othography’ is a hybrid of tool and typography which poses questions about flexibility, digitalisation, identity, and play.

'el otta el ammya' will continue to tackle design preconceptions through other products in 2010.


26.1.10