Admittedly, the name ‘Bling Bling’ on a club advertisement is enough to make any Westerner cringe, even those very few in Cairo who enjoy (or in rare cases, live for) a night out dancing. A month ago, the advertising campaign for Bling Bling was everywhere. Its refrain — “Bling Bling: The First Urban Club in Cairo” — saturated both radio and print media.

The slogan and the name of the venue left an immediate and indelible impression on those who had long hoped for a spot in Cairo at which they could dance to the sounds of 50 Cent, R Kelly and what in the US is referred to as ‘urban contemporary.’ With that much buzz around its VIP opening, we couldn’t resist making a visit — despite its cliché name.

Bling Bling was born from an older venue on the Sunset Boat, docked in Giza. The owners spared no expense on high-tech gadgets and a modern stylish décor, going for a completely new take on the previously rundown club better known for its shady reputation than a particular style of dance or as a music venue. They undertook this grand renovation in the hopes of becoming a new weekend ritual destination for Cairo’s youthful elite — so far, it seems to be succeeding.

Complete with state-of-the-art lighting that makes the room itself seem to bounce, Bling Bling is one large circular room with tables and sofas lining its edge. At its core is a massive dance floor sunken down a few feet from the seating area, making it seem more like a stage in an amphitheater than a private spot to try out some new moves. Hopefully, that is exactly what the designers had in mind, as only those brave souls willing to put on a show for the rest of the club will initially venture onto the floor. Leaving the spectators with a few undulating bodies to watch instead of the hand waving, jumping-up, shoulder-vibrating crew that often lead off the night at similar clubs is a definite plus here.

To those of us who grew up closer to 2Pac’s jail cell than the neighborhoods of Om Kolthoum or Amr Diab, it is heartening — near tear-inducing — to be able to hear the well-mixed and pulsating sounds of Usher’s “Yeah” from a quality sound system in Cairo. It should not be assumed that Cairenes have no love for the poetic masters, as one of the best features of Bling Bling is that nine of the 10 people you meet in the club live in the city, unlike the short-term tourists often found in popular hotel clubs. There is, in fact, a subculture in Cairo of twentysomethings who model the style and tunes of LA, which seems particularly interesting considering the lack of the visible gang culture and promiscuity that urban music often dwells upon.

The crowd at Bling Bling is young, a bit wild, but undeniably well dressed. The Armani-suited bouncers at the door are not inclined towards jeans and T-shirts, so don’t wear them if you hope to get in. The club is generally filled with sexy halter tops and designer footwear, not to mention the miniskirts that wind and twist their way across the dance floor.

Though a few could benefit from a good dancing lesson, by around 2am the majority of the patrons found their way into a decent groove of ‘leaning back’ and ‘shaking their thing.’ However, several could have improved their dance moves had their tabs been cut off at the bar, but who can blame them with Long Islands and Negronis mixed so well that one is truly enough to keep you grinding all night. The bar is exceedingly well stocked, and the bartenders understand the correct measure of rum to coke — strictly professionals here.

Bling Bling excels at attention to detail. The waitstaff constantly refills the complementary tortilla chip baskets on each table; but watch out — they are sometimes too attentive and have been known to clear away unfinished drinks if you leave them at your table. The couches and small seating areas are reservable, making it a nice place to meet friends or have small party. Best of all, small, classy flat-screen TVs are situated in each nook and cranny, providing favorite rap and Michael Jackson music videos for anyone who grows tired of scanning the dance floor.

The music itself comes in a mix as strong as any that can be found in the city, with one of its new DJs already a popular attraction at the Nile Hilton’s Tuesday night Candy Shop. The only crucial error in the mix was the appearance of a slow song around midnight, but all in all, the group of three DJs pulled off the night with a well-rounded, high-energy beat, never once resorting to a song out of the advertised genre.

Whether you are one of the rare connoisseurs of the hip hop scene in Cairo, or simply in need of a change from the revival and techno covers that overwhelm local dance venues, Bling Bling is an excellent chance to put on your big gold medallions and size XXL jeans to dream what it would be like to live and die in LA.  et

Bling Bling Sunset Boat, 139 Nile Street Giza Open nightly from 9pm to 4am Couples only, over 21 years old No sportswear permitted Alcohol is served; drinks range from moderate to expensive.