The first participation of Morocco presented by the Curator of the Morocco Pavilion at Révélations

For the first time, Morocco is officially taking part in Revelations, the International Biennale of Crafts and Creation in Paris. Organized from June 8 to 12 at the Grand Palais Éphémère, this 5th edition of Revelations honors the African continent and will unveil the works of 305 excellent exhibitors from all over the world, including Morocco, who will reveal the know-how and creativity of 8 exceptional art creators.

This is not the first time that Moroccan brands have participated in the International Biennale of Crafts and Creation Revelations. In 2019, two Moroccan houses (Maison Meftah and Jamil Bennani) were chosen, outside the official selection, by the artistic committee of the art workshops of France which oversees the Biennale.

We are particularly proud to see the talent and excellence of Moroccan master craftsmen shine in Revelations, the world epicenter of fine crafts. They are the ambassadors and spearheads of an intangible heritage, of exceptional richness and diversity, which also offers very high growth potential, given the international demand for handmade luxury products. This heritage is all the more precious and strategic for us as it provides for millions of jobs. », stresses Fatim-Zahra Ammor, Minister of Tourism, Handicrafts and Social and Solidarity Economy.

Thanks to the support and involvement of the Ministry of Tourism, Crafts and the Social and Solidarity Economy as well as the Maison de l’Artisan, the thousands of expected visitors will discover in the prestigious Grand Palais Éphémère on the Champ de Mars in Paris of the most spectacular pieces, selected by exhibition curators from five continents, including those of 5 Moroccan art creators.

This is Soumiya Jalal and her precious weavings entitled Lightunique pieces patiently made by hand, Ghizlane Sahli and her impressive sculpture The Sea, Origin of the World evoking regeneration with its recycled elements entirely wrapped in pure silk, Younès Serghini and his collection Earth, contemporary tribute to this age-old practice of ceramics, Hamza Kadiri whose elegant chest of drawers B02 in royal ebony from Laos highlights all the Moroccan know-how and creative power, and finally the promising duo, Kenza Ben Cherif and Salima Chaoui, with their table Kahinafusion between the delicacy of henna and the brutality of cement and steel.

This first official participation of Morocco sends a message to all of us, Moroccan men and women, to say that a grain of sand can turn into a pearl. Well, this grain of sand is each one of us. This is really the message we want to convey. We are all artisans of light, that’s how we nicknamed the 8 creators for the exhibition“, says Yasmina Rhoulami, Curator of the Morocco Pavilion at the Biennale Révélations.

Other dazzling events await visitors at the Maroc stand. An artwork ” revelation magnifies the spirit of innovation and know-how of Maison Meftah, which has taken the ancestral art of brassware to unexplored heights of finesse. Next door, the works of master cabinetmaker Jamil Bennani catch the eye and touch the heart. At the edge of graphic balances, his emotionally charged sculptures sing of nature and, more particularly, that of Africa. As for the powerful rugs of Soufiane Zarib, they impose their presence to better tell us the stories of a continent that has never ceased to inspire the world.

The idea behind this first official participation of Morocco is to breathe new life into its crafts, make it a locomotive for the crafts sector and hoist it upwards, specifies Yasmina Rhoulami at microphone of MoroccoLatestNews.

Morocco’s participation in Revelations, considered as the Mecca of crafts, where all professionals, buyers, collectors, luxury houses, great decorators and architects meet, aims to first enhance the image of the Kingdom and bring a new look at our country, she tells us.

Our Moroccan craftsmen and creators are absolutely capable of making very high quality things that meet market criteria. They are able to show that we can transform the test, i.e. be able to produce and deliver under the conditions and criteria required internationally“, maintains Yasmina Rhoulami.

This participation of Morocco in Révélations 2022, also aims to re-motivate craftsmen, to support them and to show them that we can transform the test and that the secret is creativity, co-creations, to go up in range, to adapt and above all, to create limited series and collections which are in perpetual evolution, affirms our interlocutor.

Thus, the selection of Moroccan artists was made via a call for expressions of interest launched by the Maison de l’Artisan, which is carrying out this project under the supervision of the Ministry of Tourism and Handicrafts and which is in line with the royal orientations to promote the new development model (NMD) as well as international cultural collaboration and the promotion of employment.

During the selection, very specific criteria had to be met. For the selection committee, it is neither pure craftsmanship nor design. It’s really craftsmanship, the intelligence of the hand, the fact of being able to transform matter by mastering the process and being creative. And these criteria are in line with the priority trades of Morocco which are likely to transform the test today and go to market, namely ceramics, weaving, carpets and wood. “explains to us the Curator of the Morocco Pavilion at the Biennale Revelations.

Five years ago, Yasmina Rhoulami nurtured this desire to support pure craftsmen and art creators.

My objective is to succeed in integrating into these workshops these 8 creators, young apprentices, work-study contracts, young people who will be able to transform the trial of these houses through digitalization, promotion, marketing, by optimization of production processes. If we manage to do it, if we manage to integrate 5 people out of 8 workshops, if we have 40 or 50 young people who are integrated, that’s great. Moreover, the training component is also in line with the orientations of the Maison de l’Artisan“, says Yasmina.

One of the objectives of this Moroccan participation in the Biennale Révélations 2022,” it is also to make young people want to believe again in their passion and in these trades which were previously trades for notables, that artistic craftsmanship pays, that these trades pay. And then it gives young people the opportunity to believe in these training courses, and also to decision-makers to initiate training programs in this direction, while preserving Moroccan and African heritage. “, she concludes.

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