Peacock for Art was founded in Cairo in 2016. With an interest in contemporary art and its relationship with the public, Peacock aims to nurture and market an alternative experience, free of traditional norms. With private and public collaborations both locally and internationally, Peacock provides services related to the coordination, organization and processing of artistic events, and acts as liaison and supporter of Egyptian and regional artists, by sponsoring them in international events. Through its programs, Peacock seeks to create a platform aimed at providing networks and practices of contemporary art and educational activities offered by artists and critics. In this context, we contribute to creating an engaging discourse and ongoing activities aimed at increasing the collective awareness towards art in an effort to reach out to a new kind of audience, an audience interested and able to engage and participate in the development of contemporary art by questioning the necessity and relationship of art in the public sphere.