The rebrand debuts at the Downtown Design fair from 6-9 November 2024
After 40 years in the UAE’s interior design scene, NGC is stepping into a new era. Renowned for wall coverings, fabrics and flooring, NGC has now rebranded with the tagline “We help redefine spaces,” embracing growth, innovation, and a vision that looks beyond walls alone. This refreshed identity captures not only NGC’s legacy but also its future ambitions in design and fit-out solutions.
Honouring heritage
For those of us who’ve been following NGC, this rebrand feels like a natural evolution. It’s a family-owned business that has journeyed through four generations and seen two decades at its current UAE location. Their new logo and aesthetic don’t just celebrate the past but signal a bold move forward, redefining NGC from a wall-covering company into a comprehensive FF&E (furniture, fixtures, and equipment) solutions provider. With this shift, NGC is positioning itself as more than a supplier, they’re partners in the art of transforming interiors.
Redefining spaces for modern interiors
Alafiyah Kagalwala, the creative director at NGC, reflected on the meaning behind the new look: “Our new identity isn’t just about design. It reflects the journey we’ve taken from walls to floors, fabrics and finish solutions that meet the needs of modern interiors.” For NGC, it’s about embracing change while staying true to its roots. Alafiyah highlights how their surname, meaning ‘people of paper,’ has always underscored their craft. With 40 years behind them, the rebrand signals a moment for NGC to turn the page and prepare the business for the next generation.
Alafiyah added, “Milestones represent turning points and turning points represent growth. This rebrand honours our past while setting the stage for the future.”
From boundaries to breakthroughs: The design process
Carla Conte, design director at Brand Creative, spearheaded the rebranding, turning NGC’s vision into a visual identity that balances both history and modernity. According to Carla, “The original logo featured a box, symbolising boundaries. Removing that box signified a breakthrough and a confidence to evolve.
” With new, bold colours like berry tones, steel blue and neutral beige, NGC’s look is now a modern classic that honours NGC’s legacy while embracing the future.”
The team has carefully crafted this new look to communicate unity, growth and evolution even down to the bespoke intertwined letters of the logo, capturing the close-knit, family-led ethos that has driven NGC since its founding.
A family journey beyond walls
As Alafiyah pointed out, the emotional weight of this rebrand is profound. “It’s not just a corporate change, it’s about our family,” she says. “NGC has grown beyond wall coverings. Today, we offer flooring, fabrics, commercial finishes and solutions that meet modern design needs. We’ve moved beyond the box, and we’re excited to see what’s ahead.”
For NGC, this shift goes beyond rebranding. It’s a promise to bring new ideas and innovation to the UAE’s design landscape, meeting the evolving needs of modern interiors and standing tall as an influential player in the region’s FF&E market.
The grand unveiling at Dubai Design Week
NGC’s new identity will make its official debut during Dubai Design Week at the Downtown Design fair from 6–9 November 2024. This year’s stand, aptly titled ‘The Pond,’ draws from the serene elegance of Japanese Gansai watercolours and is inspired by an underwater theme designed by Brand Creative. It’s sure to be a showstopper, offering an immersive experience that mirrors NGC’s commitment to redefining spaces and the enduring influence of family, heritage and bold reinvention.
With this rebrand, NGC is no longer bound by walls or boxes. It’s about creating spaces that inspire and evolve. We’re excited to see where they go from here.