Year
2023
Category
Exhibitions
Location
Marrakesh, Morocco
Works executed
Concept and final design for exhibition design | content research, development and production.
The 900 m2 Morocco pavilion, erected on the site of the annual meeting of the IMF and the World Bank in Marrakech, is a showcase for the many facets and assets of the Kingdom of Morocco in terms of its identity and culture, as well as its economic potential.
The Morocco pavilion comprises three areas. The first, called Land of Confluence, reflects the Kingdom’s DNA. The second area, Land of Light, reflects the Kingdom’s great cultural wealth, which offers a range of economic opportunities. The third area, Land of Opportunity, is therefore aptly named.
The Land of Confluence area highlights, among other things, the Kingdom’s strategic position as a junction between Europe, Africa, the Orient and the Atlantic. The space also highlights Morocco’s geographical diversity (plains, mountains, forests, desert, seas and oceans).
The abundance of civilisations, marked by 13 historical milestones, the pluralism of ethnicity and identity, the age-old State and Morocco’s rich multi-faceted heritage (constitutional monarchy, gender equality, etc.) are all highlighted in this area. The Land of Light area highlights the Kingdom’s 9 tangible heritage sites and 12 intangible heritages. These include the art of living (architecture, gastronomy), crafts, tourism – Kingdom of Light – and key figures, music, the visual arts (painting, pop art, sculpture) and cultural and cinematographic infrastructures. This part of the Morocco pavilion focuses on the social economy, highlighting traditional trades and the role of Moroccan women in preserving traditional crafts and trades. The exhibition also features portraits of world celebrities inspired by the Kingdom, including Winston Churchill, Yves Saint Lauren and Henri Matisse.
The Land of Opportunity space highlights what Morocco has to offer through its four pillars: foundations (stability, New Development Model, human capital, infrastructure), vision (hub for the world, open economy and sustainable development), sectoral and cross-cutting strategies and Morocco’s projects for the future (Morocco-Nigeria gas pipeline, World Cup 2030 and green hydrogen).
