In 2025, Madinet Masr launched Buyut Al-Khalifa project to revitalize the urban fabric of Al-Rukbiyya Street in historic Cairo, in collaboration with the Built Environment Collective, under the auspices of the Supreme Council of Antiquities.The heritage-restoration project features two urban farms irrigated with groundwater recovered from monument-dewatering works. The company is rolling out EV charging stations at its Cairo real estate projects, Taj City and Sarai and has introduced rooftop solar panels, motion-sensor lighting, and energy-efficient cooling systems at its headquarters, while transforming its entire corporate and operational fleet to EVs. Sallam has been leading the company since 2021.