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The legendry celebration of the launch of the Sphinx Avenue

In Academic
Thursday, November 25, 2021


President Abdel Fattah el-Sisi and the first lady Entisar el-Sisi attended a legendry celebration of the launch of the Sphinx Avenue (Road of the Rams) on Thursday, November 25, 2021, amid global interest in the Egyptian civilization that dates back to thousands of years and has reflected on various parts of the world.


The magnificent Avenue of Sphinxes, along which priests and Pharaohs once walked in procession, connected the temples of Luxor and Karnak. Many of the 1,350 sphinxes, human heads with the bodies of lions that once lined the avenue, have been restored.


During his inaugural speech, Minister of Tourism and Antiquities Khaled Anani announced the completion of the rebranding of Luxor and its visual identity projects designed by the German University in Cairo (GUC) and implemented by the Engineering Authority of the Armed Forces.


It is worth noting that the GUC has initiated the Visual Identity project five years ago in accordance with a presidential mandate in August 2018 to create a visual identity for the city of Luxor then circulate the project to all the Egyptian governorates. GUC’s Egypt Branding Center was established to include the GUC’s Faculties of Architecture, Civil Engineering, Media Engineering and Technology and Applied Arts as a huge team of efficient designers, creatives, academics and experts, who collaborated with the governorate to create the new visual identity of Luxor.


The aim of rebranding Luxor is to promote Luxor to all tourists’ age groups, which is considered an open-air museum, as a tourism destination according to a new strategy, which presents Egypt as a safe, lively and vibrant tourist destination.


The visual identities work of other governorates are currently in progress by the GUC for Alexandria, South Saini and Aswan.