August ‘16
Sherin Yosry Founder of The ilounge

August ‘16
Sherin Yosry
Sherin Yosry


    


Sherin Yosry has successfully organized some of the most elaborate events in Egypt and abroad including after show parties in Europe for Madonna, U2, The Eagles, Rolling Stones, Lionel Richie and Robbie Williams. He also produced over 40 events in Europe and Middle East under his main lifestyle brand. His ‘SY and Partners’ company has certainly hit it big, and Sherin will tell you all about his road to affluence.

What separates your brand/ services from the competition?

We don’t believe that there is real competition in the new economy. You are either in or out. But if I were to say why in three words, they would be innovation, technology and creativity. We also use technology as the backbone of our business model, mainly to speed up and coordinate our communication with our clients. And finally, we fully depend on our creative force to convince our clients to think out of the box rather than depend on old and classic methods of marketing and activation, and they usually trust us and reap the benefits.


Give us a brief about your previous most famous events/projects.

I have produced, organised and promoted many exclusive events and projects including: ‘Amr Diab Limited Edition Nokia Mobile Phone’, ‘Easter at the Palace’ at Royal Maxim Kempinski, the ongoing ‘iLounge’ event, ‘The Gala in  Monte Carlo’ with Prince Albert, Claudia Schiffer and Julio Eglesias, and many more. 


How do you manage to stay on top?

We prefer to be on top of our own world and we do that by never looking back or comparing what we do with other businesses. We always choose to innovate and lead while others follow. We try to allot our focus on success and quality rather than rumours and gossip. It might sound a bit arrogant but the fact that the current market lacks a lot of innovation and creativity, apart from a selected few who are the current movers and shakers of the market, gave us a confident boost as well. 


What’s your philosophy?

To be creative in our changing economy. Our top-of-the-line team members enjoy intense levels of creativity mixed with passion and determination; they are the core essence of our success and we frequently look for new talent and experienced people to join our team. We are always fully aware of the challenges of the new economy and that we constantly need to be ahead of the crowd.


What trends are emerging in the nightlife scene lately?

Beside the fact that the younger generation are hungry for quality entertainment as they are fully updated and aware of the latest trends from music and lifestyle, we are introducing our own ‘3 AM Club’ at the Royal Maxim Palace Kempinski which is set to be the most sophisticated night spot in Egypt catering to all ages with a new concept of private membership and quality entertainment... that is a promise.


Tell us about yourself and your organization/ company.

The principal of ‘SY [Sherin Yosry] and Partners’ was born in 1964 in Cairo, Egypt. We founded ‘Phoenix International’ as the leading full-scale event and production company in Egypt. In 2000, I moved to Germany and conducted my personal research and development for several years, which mainly focused on the use of technology in connection with the hospitality and entertainment industries. My daughter Amira Yosry, who is head of entertainment and social media of the group, is also the manager of Tarek Yosry one of the upcoming and rising DJs in Germany. 


How do you reinvent your identity?

We don’t. What we constantly do is innovate and develop who we are. Our main job is to enable our clients to transform and/or reinvent their brands and business. We prefer to remain known for who we are and help others using our experience and connections. 


How has nightlife in Egypt evolved in the last five years and why?

In my opinion, it really has not consequentially evolved. It might have changed a lot, but to evolve you need to be daring and take risks. Nightlife in Egypt in general is very poor compared to places like Beirut and Dubai, and the proof is that most people prefer to go to cafes to have gatherings and good shisha, which by the way, has evolved a lot more than nightlife.


what’s Egypt’s nightlife missing today?

Egypt misses its own identity, branding and productions. Everything is poorly copied. Even the level of local entertainment is mostly just done for profit’s sake rather than passion. Costumers are aware of these factors and are very selective in where they go and how they spend their money.


What’s new this summer?

Well, I guess that is an easy one to answer. The North Coast has been and always will be the trendy summer place to be and it’s where all the trendsetting happens. I must say that some of the promoters in the North Coast are doing a great job like Beltagi, Ganzoury, and Ahmed Wahdan. 


A successful party includes...

Venue, crowd and entertainment.


What three things that must be in your bag or in your car at all times?

Music, cologne and a gun!


If stranded on an island what are three items you must have?

A photo of my son and daughter, music, and maybe three blondes and two brunettes.  


three products you love the most...

The latest Samsung mobile, Versace Classic, and Bentley Coupe.  


Anything you would like to share with our readers.

I would like to wish your readers a great summer holiday and I apologise for being brutally honest about the current nightlife status quo; I prefer to be realistic rather than politically correct. But the good news is: There will be some exciting surprises and great events that I am sure your readers will love to be a part of.