About
Flyroom is the artistic arm of Alsara Investment Group, dedicated to building Alsara’s private contemporary art collection. Committed to fostering storytelling and forging meaningful connections between artists and Alsara’s brands, Flyroom embodies the passionate journey of its founder, Rachid Mohamed Rachid, in discovering, celebrating, and advancing creative expression in all its forms.
Our ever-growing art collection features striking works by internationally established and emerging artists across diverse visual arts disciplines, reflecting a rich tapestry of cultures, geographies, and ideas. Flyroom serves as a launch pad for these artists, actively supporting them through sponsorships, commissions, and events that shine light on their work and the personal journeys that shape them. The collection centers on the contemporary human experience, expressing dreams, aspirations, emotions, challenges, and triumphs in ways that resonate with our shared sense of humanity—celebrating what makes us both unique and united.
Our collection's acquisitions are anchored by a continually refreshed program of solo and group exhibitions. These aim to reflect the evolving perspective of contemporary reality expressed through artistic form. Flyroom’s mission is to provide an engaging platform that nurtures artists, champions creativity, engages art enthusiasts and enriches the contemporary art landscape.
Flyroom further works hand in hand with Alsara’s brands, supporting their efforts to engage in creative dialogues with artists to achieve creative growth and elevate brand storytelling and PR and communications activities. Focused on the luxury and fashion sector, Alsara is a Switzerland-based investment group with a portfolio that includes Milan-based ready-to-wear brands Retori and Khrisjoy, the eyewear brand Akoni, the design hub FROMM, and Egyptian brands Azza Fahmy (jewelry) and Okhtein (bags and accessories), among others.
Through Flyroom, we aim to build a community of international and multicultural artists, art enthusiasts, and creative professionals who value individuality and seek to articulate their ideals, beliefs, and life stories through the language of art. Positioned at the intersections of art and luxury brands, Flyroom offers a unique gateway to art lovers and consumers of luxury and fashion, engaging those who appreciate exquisite quality, craftsmanship, and creative expression.