Sahar Behairy
Co-Founder
Who
We Are
ART74 Cinema & Visual Art
This new art initiative bridges the gap between cinema and visual arts, showcasing diverse works aligned with the Cairo International Film Festival.
From immersive installations to curated collections inspired by cinematic storytelling, the exhibition invites audiences on a journey of discovery. By fostering dialogue and collaboration, it aims to illuminate the shared threads that bind these distinct forms of expression.
Mision
A new art initiative that serves as a dynamic nexus, deliberately crafted to overcome the boundaries between diverse artistic realms. With a keen focus on bridging the gap between cinema and visual arts, it showcases an eclectic array of works aligned with the spirit of cinematic storytelling. From immersive installations that blur the line between viewer and creator to meticulously curated collections of paintings, miniature sets, and multimedia presentations, the exhibition invites audiences on a journey of discovery.By fostering dialogue and collaboration across Egypt, Africa, and the MENA region, it seeks to illuminate the shared threads that bind these distinct yet inherently intertwined forms of expression.
Vision
Our vision is to bridge the gap between cinema and visual arts, offering an immersive experience that celebrates the interplay between these two mediums. This initiative aims to promote contemporary art from Egypt, the Middle East, and Africa, fostering cultural engagement and a robust art ecosystem with international recognition. We focus on supporting emerging talent while cultivating a culture of art collection across these regions. ART74 is envisioned as an annual initiative, establishing itself as a key platform for cultural dialogue.
ILLUMINATED KINETICS
The 2024 global theme centers on the intricate relationship between light, speed, and action, showcasing how these elements can be harnessed to create immersive experiences and impactful visual statements.
In filmmaking, light, speed, and action are essential storytelling elements, each contributing uniquely to the visual experience. Light establishes mood, atmosphere, and tone, shaping how audiences perceive and connect emotionally with the narrative. Speed—often controlled through editing and camera techniques—defines the story’s rhythm, building tension, excitement, or calm as needed. Action, the dynamic movement within scenes, propels the plot and draws viewers in, providing energy and intensity. Together, these components form a cohesive and compelling cinematic experience that deeply engages audiences.
The exhibition will present diverse artworks that use light as a medium and action as a driving force, including paintings, kinetic sculptures, light installations, video art, and interactive pieces. By exploring this dynamic synergy, Illuminated Kinetics aims to highlight the profound impact of light, speed, and action on contemporary art and cinema bridging traditional boundaries and inviting viewers to experience storytelling in a whole new way.
As the inaugural edition of ART74, Illuminated Kinetics aligns with the 45th Cairo International Film Festival (CIFF) in celebrating art and cinema as powerful storytelling tools. This collaboration invites CIFF attendees to explore innovative concepts that challenge traditional narratives, showcasing how cinematic techniques—like lighting, pacing, and movement—inform and inspire contemporary art practices
ART74 Team
Heba El Moaz
Co-Founder
Hana Sameh
Art Director
Farah Serry
Marketing Director
Mais Hamdan
Head of Loyalty Program Partnerships