Biography Developments is the new brand identity of Attal Properties, a subsidiary of El Attal Holding. According to Invest-Gate, the rebranding was announced on March 16, 2026, as a strategic step reflecting a renewed vision for real estate development in Egypt. The group clarified that the change is limited to brand identity and does not affect the legal entity, ownership structure, or existing contractual obligations.
Biography builds on El Attal Holding’s long history, which dates back to 1948, while the Biography brand itself represents a newer phase launched in 2026. Its project portfolio is associated with names such as The 101 Mostakbal City, Park Lane New Capital, West Leaves Sheikh Zayed, and Bayside Ras Sudr. As part of the transformation, Sherif Saleh was appointed CEO of Biography.
Biography Developments History
Biography Developments appeared as a new real estate brand in 2026 after El Attal Holding decided to rebrand Attal Properties. This transformation extends the legacy of El Attal, but it is not the creation of a completely separate company from scratch. For that reason, this profile uses 2026 as the launch year of the Biography identity, while also noting the parent group’s roots in 1948.
Invest-Gate described the rebranding as part of a broader change in development philosophy. The company aims to move beyond traditional property development toward integrated lifestyle experiences centered on customer needs. The name Biography reflects the idea that a home or investment property can become part of a buyer’s personal story, rather than only a physical unit.
With the new identity, the group announced Sherif Saleh as CEO of Biography, placing the company in a new management phase focused on expansion across residential, commercial, and coastal destinations while preserving existing obligations under the El Attal umbrella.
Key Projects by Biography Developments
Biography’s project map spans East Cairo, West Cairo, the New Administrative Capital, and coastal destinations. The most prominent projects associated with the brand or El Attal’s development portfolio include:
- The 101 Mostakbal City: a residential project in Mostakbal City. According to Daily News Egypt in April 2026, the project carries investments of around EGP 20 billion and spans 101 feddans, or approximately 424,200 square meters.
- Park Lane New Capital: a residential project in R7 in the New Administrative Capital.
- West Leaves Sheikh Zayed: a West Cairo project listed by market platforms under the Biography and El Attal portfolio.
- Bayside Ras Sudr: a coastal project in Ras Sudr, associated with the company’s tourism and hospitality-oriented offering.
- San Beach Hurghada: referenced in market coverage as part of El Attal’s tourism-related portfolio.
This mix shows Biography’s ambition to operate across residential, coastal, commercial, and mixed-use segments rather than relying on a single location or product type.
Biography Developments in Numbers
No verified public total is available for delivered units under the Biography brand, as the brand was launched in 2026. The most reliable public numbers relate to the parent group and to announced projects:
| Biography brand launch | 2026 |
| Parent group roots | El Attal Holding, dating back to 1948 |
| The 101 investments | around EGP 20 billion, according to Daily News Egypt |
| The 101 area | 101 feddans / approximately 424,200 square meters |
| The 101 construction progress | over 20% in construction and foundation works within four months, according to the April 2026 report |
| Verified delivered units | No verified public total is available under the Biography brand |
The company also stated that infrastructure works at The 101 are being carried out in cooperation with The Arab Contractors, adding an institutional execution partner to its flagship project.
Vision and Specialties
Biography’s vision focuses on creating communities and destinations that tell a life story, rather than simply delivering buildings. This is visible in the messaging around the brand launch, which connects place, memory, and customer experience.
- Integrated residential communities: projects such as The 101 and Park Lane target everyday living supported by planned services.
- Coastal and hospitality-led destinations: projects such as Bayside Ras Sudr add a tourism component to the portfolio.
- Sustainable infrastructure: major projects depend on specialized partners for infrastructure and execution.
- Geographic expansion: the brand appears across Mostakbal City, the New Administrative Capital, Sheikh Zayed, and Ras Sudr.
The long experience of El Attal Holding supports this direction, giving the new brand an operational background older than the Biography name itself.
Recent Updates
In March 2026, El Attal Holding announced the rebranding of Attal Properties to Biography and appointed Sherif Saleh as CEO. In April 2026, Daily News Egypt reported progress at The 101 in Mostakbal City, where construction and foundation works exceeded 20% within four months.
The 101 is a central project in the new Biography phase because of its scale, EGP 20 billion investment value, 101-feddan land area, and cooperation with The Arab Contractors on infrastructure works. These indicators make it an early showcase for the Biography identity after the transition from Attal Properties.
Frequently Asked Questions about Biography Developments
When was Biography Developments launched?
The Biography Developments brand identity was launched in March 2026 after the rebranding of Attal Properties under El Attal Holding.
Is Biography a completely new company?
No. According to Invest-Gate, the change is limited to brand identity and does not affect the legal entity, ownership structure, or contractual obligations.
Who is the CEO of Biography Developments?
Sherif Saleh was appointed CEO of Biography as part of the new transformation phase.
What are Biography Developments’ key projects?
Key projects include The 101 Mostakbal City, Park Lane New Capital, West Leaves Sheikh Zayed, and Bayside Ras Sudr.
How many units has Biography delivered?
No verified public total is available for delivered units under the Biography brand so far, as the brand launched in 2026. The parent group, El Attal Holding, has a much longer market history.