Launch of the Fourth Edition of the "Forever is Now" Exhibition with the Presence of Over 200 Global Personalities

Under the auspices of the Egyptian Ministries of Culture, Tourism and Antiquities, Foreign Affairs, and the Egyptian National Commission for UNESCO, Art d'Égypte announced the launch of the fourth edition of the "Forever is Now" exhibition in the Giza Plateau. The grand opening was attended by notable figures, including Foreign Minister Badr Abdel Atti, Dr. Mohamed Ismail, Secretary-General of the Supreme Council of Antiquities, South Korean Ambassador Kim Yong-hyun, Nuria Sanz, Director of the UNESCO Regional Office in Cairo, Italian Minister of Agriculture Francesco Lollobrigida, Dr. Ahmed Ghoneim, CEO of the Grand Egyptian Museum, former Minister of Antiquities Dr. Zahi Hawass, and former Minister of Tourism and Antiquities Dr. Khaled Anani.

The opening of this edition turned into a celebration of the success the exhibition has achieved over the years, reaffirming its status as a significant cultural and artistic event on the global stage, now firmly on Egypt’s tourism map. This year's event witnessed a global presence of over 200 prominent figures, including the creative director of Missoni, French artist Kevin Diaz from "Emily in Paris," Turkish actress Neslihan Atagül, Turkish actor Burak Deniz, as well as numerous international media personalities, artists, and businessmen, along with tourists and Egyptians eager to explore the artists' ideas presented alongside the Giza Pyramids.

The "Forever is Now" exhibition, running from October 24 to November 16, features 12 international artists showcasing various works, including sculptures, installations, paintings, and abstract designs that reflect contemporary art's influence from ancient Egyptian civilization and their enduring relationship. The exhibition aims to uncover exceptional meanings in ordinary objects. Nadine Abdel Ghaffar, founder of Art d'Égypte, stated, "The pyramids have captivated the world's imagination for over 4,500 years. It is a great honor to hold the 'Eternity is Now' exhibition for the fourth time in the presence of one of the greatest wonders of history, making the ancient Giza Pyramids a venue for contemporary art."

She emphasized that artistic events like "Forever is Now" play a significant role in promoting tourism in Egypt and attracting a diverse and important type of tourist, each of whom can become an ambassador for Egypt abroad, especially as the exhibition has indeed become part of the annual tourism agenda for many important global figures.

Abdel Ghaffar added that art requires the courage to look beyond the obvious and celebrate all that is unconventional. Thus, the fourth edition of "Forever is Now" focuses on discovery and invites artists and visitors to explore objects' beauty and unconventional meanings. The works presented by the 12 artists this year come from the UK, Italy, South Korea, South Africa, Belgium, Lebanon, France, Egypt, India, Greece, Spain, and Canada, emphasizing that each participating artist represents a unique voice reflecting their artistic vision, which blends with nature and underscores the cultural and historical significance of the Giza Plateau as a shared heritage for humanity.