A future for tradition 

The scope of work of the project consisted in the development of new and innovative products based on traditional Moroccan handcraft. 

Purpose and challenge

The scope of work of the project consisted in the development of new and innovative products based on traditional Moroccan handcraft. Together with the products a concept for communication and branding had to be developed. The products and the communication concepts were conceived for foreign markets and had to express their Moroccan origin.  

The aim of the project

The project was organized into four phases:

1. Analysis

2. Development of alternative concepts

3. Development of one final proposal

4. Presentation and documentation

About inter-cultural aspects

If the idea is to develop Moroccan products and communication for foreign markets we have to answer some questions: How much Moroccan or Arabian elements can be admitted that they are understood by an international audience? Conversely, how much Arab elements are needed to create an attractive appearance? It is a question of balance and it is about feelings.

A joint project of:

École Supérieure des Arts Visuels de Marrakech

Zurich University of the Arts, ZHdK

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