Mainmarks Developments launches h:rs project with direct frontage on South 90 Street in New Cairo

Mainmarks Developments has announced the launch of its new project, h:rs, one of the company’s largest mixed-use developments in New Cairo, with targeted sales of up to EGP 10bn. The launch reflects the company’s continued investment growth and long-term strategic vision, marking a new phase in its strategy to develop high-value real estate assets in prime locations designed to preserve and enhance returns over the medium and long term.

Mohamed El Moghazi, co-founder of Main Marks, said the launch of h:rs is the result of years of careful and in-depth analysis of the Egyptian real estate market. 

He added that the company approaches its projects not simply as products for sale, but as integrated investment assets developed on solid economic foundations—beginning with strategic site selection, followed by a well-calibrated mix of uses, and extending to post-delivery operations and long-term asset management.

El Moghazi noted that the choice of New Cairo was not a continuation of past success, but a deliberate strategic move shaped by evolving market dynamics. The area has emerged as the primary center for commercial and administrative activity in East Cairo, supported by its direct linkage to the New Capital and the expansion of modern transportation networks, including the monorail and light rail transit (LRT), factors that have contributed to rising demand and stronger real estate valuations.

He also explained that the project is located on South 90 Street, one of New Cairo’s most important commercial corridors, giving it a rare competitive advantage in a market where prime, central locations have become increasingly scarce. 

He pointed out that land scarcity has now become a decisive factor in determining the real investment value of any new development.