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“A Five-Star Living, Everyday.” It’s a promise stitched across Cairo’s highways through Living Yards Developments’ new billboard campaign for Maison S, the branded residences arm of their Solay compound in New Cairo now operated by Lemon Spaces.

The campaign brings hotel-like hospitality to residential real estate and introduces Maison S as something more than an apartment, rather a a managed lifestyle. The visual rollout is lush, honey-toned imagery: a sleek woman with a red poppy obscuring one eye, mirrored by a romantic promise of serenity and sensuality; tranquil pool views basking in sunset gold; and interiors that feel like boutique hotels rather than the hard-sell Egyptian developments. 

This campaign is a mark of a shift in the way that real estate is being sold. Living Yards Developments has partnered with Lemon Spaces, a rising force in the hospitality-residential hybrid model, to launch Maison S within its Solay compound in New Cairo. The goal? To create a residential space managed like a five-star hotel, complete with housekeeping, reception, concierge, and shared wellness facilities. And the billboards reflect that hybrid identity. They don't scream square meters or construction phases, they sell comfort. Romance. And a seamless experience.

This messaging blends investment language with lifestyle visuals: "Up to 34% Annual Return" flirts with those looking for ROI, while dreamy taglines like "A Five-Star Living, Everyday" appeal to buyers who want both escapism and function. Lemon Spaces manages over 250 branded units across Egypt and is now anchoring the Solay experience in a globally growing market for managed, furnished, investment-ready homes.

The design direction is feminine, high-end, and cinematic. From close-ups of the model framed by florals to dusk-lit villa pools, the visuals aim to elicit emotional resonance rather than factual persuasion. It's real estate wrapped in the codes of beauty and leisure advertising; more fragrance ad than floorplan flyer.

The peachy-beige palette and serif script font are soft and refined, making Maison S pop amidst the colder, bolder typography of every other real estate ad. Even the choice of showing minimal exterior architecture, focusing instead on lifestyle moments, sets this campaign apart. 

To find out more about the campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.