Born in France to a traditional Moroccan family, my dual culture informs my practice as a continuous dialogue. I began my career as a designer for fashion brands including Lancôme, but it has developed towards a social practice, addressing the diverse challenges facing the artisan craftsmen community in Morocco. My practice questions the availability of design as a tool for economic, social and cultural development with a focus on the Arab world.
WE ARE MAD’IN MEDIN
MADINMEDIN: is the name of the group of all the people involved in the projects. They all comes from the medina, the heart of the Moroccan society.
Artistic trends, in architecture and design, evolve in a globalised world and are exposed to a broad spectrum of influences. However they are also developed within specific local circumstances, determined by cultural, historical and geographical conditions. External influences, both symbolic and cultural, are reshaped to produce complex expressions of particularism. The issues raised by the project MadinMedin are about the transformation of local crafts in Morocco, will result in a reconceptualization of the relationship between local and cultural identity within a globalized context and will re-interpret crafts in contemporary structures, to enhance their chances of survival of traditional crafts in modern Moroccan society.