Marketing-Börse PLUS - Fachbeiträge zu Marketing und Digitalisierung
print logo

Egypt says it's time for Nefertiti to come home

Queen Nefertiti, the Egyptian ruler with the swan’s neck, almond-shaped eyes and blue crown is needed back at the GEM.
11.11.25



From afar, the Grand Egyptian Museum looks like a curtain made of tiny glass pyramids. The alabaster-and-glass façade stretches through the Giza desert and lends the real pyramids a dramatic new frame – as if a pharaoh had strayed into the 21st century and whispered an assignment to the architects: "Both tradition and modernity, please.”





Nagwa Taimour, 22, is waiting in the entrance hall, Ramses II rising 11 meters into the air behind her. "May I introduce my great-great-great-great-grandfather,” the activist says in welcome, looking up at the stone ruler. Like so many of her compatriots, she sees herself as a direct descendant of the ancient Egyptians. The 3,200-year-old statue of red granite is perched on a pedestal surrounded by water. Both look resolute, as if it were only a matter of time before something momentous takes place.


The World Looks to Egypt


The Grand Egyptian Museum, the GEM, is Egypt’s counterpart to Berlin’s BER airport. The grand opening of all its rooms was postponed countless times, most recently in mid-June due to Israel’s attack on Iran. Opening day, though, finally did take place on the first day of November – with President Abdel Fatteh el-Sisi hosting heads of state, royals and figures from culture, science and business. The world looked to Egypt.


No spam. Unsubscribe anytime.

No spam. Unsubscribe anytime.