Design sans frontiers.

KARIM HAMDI's Dar en Art is at the forefront of bringing Moroccan design to the international stage

I wasn't intended to be in the world of design, but fate, mektoub, decided otherwise," exclaims Karim Hamdi, founder of Dar en Art, an international design store, based in Paris, which specialises in Moroccan art and crafts supplying it all over the world.

In December 2005, Hamdi went on a trip to the south of Morocco. Astonished by the beauty of the country and touched by the kindness of people, Hamdi decided that he wanted to spend more time in Morocc and found a business that would take him there frequently, be it in whichever domain.

He brainstormed with a friend about likely business ventures that would be a natural fit with Hamdi's tastes and abilities. Design seemed a logical extension. After a lot of research about indigenous designers, he decided to participate in a professional exhibition in Morocco.

Moroccan savoir-faire: Mahdi's Khmissa

"I found two of my life essentials in Morocco: my wife, the mother of my children, whom I met there, and a new professional chapter," says Hamdi. At the exhibition, he met several designers. "Some of them were seduced by my idea of opening on the international scene. I proposed to represent them on the French market, as much as on the international. "

Thus Karim Hamdi went on to create an online store dedicated to new Moroccan design, represented through furniture, accessories, and objets d'art. Dar en Art was launched in 2006 as a unique platform for a new generation of designers.

Inspired by their traditions and crafts heritage, Moroccan artists recreate furniture and everyday objects, combining modernity and dynamism. Dar en Art also offers many limited edition items. Designers represented by Hamdi's venture include Younes Duret, Jamil Bennani, Sophia Tazi Reda and Hicham Lahlou.

"Supporting design in Morocco is fundamental because the evolution of the country's market is currently very strong. Design is no longer an unexplored artistic sector in Morocco as Moroccan companies have quickly understood its importance. The design market is growing, with products aimed for the export as much as for the local market," informs Hamdi.

The evolution of Moroccan design is no surprise as demand exists and is very strong. Ventures such as Dar en Art have contributed to the development of a new identity on the international scene.

"The concept's originality has resonated with people while the diversity of the offered products has attracted increasing numbers of buyers, including professional designers," says Hamdi. "The designers' knowledge of technologies and materials enables us to prepare for the demand, including from corporate buyers."

Designers represented by him are selected according to a clear set of criteria: the relevance of the creation, the designers' creativity, Moroccan inspiration and their capacity to associate it to contemporary components.

"Another criteria, which is much less objective, has been the quality of the relationship I have cultivated with the designer. That's very important for such a tight and intensive collaboration," adds Hamdi.

The majority of his stable of designers have studied in France, in schools such as ENSCI ([euro][umlaut]cole Nationale SupE[umlaut]rieure de CrE[umlaut]ation Industrielle) in Paris or in London.

"The designers I collaborate with master the concepts of industrial production. In my opinion, this is actually quite good as the designer can adapt old techniques to contemporary processes."

When asked to name his favourite designers, Hamdi responds, "I wouldn't be able to quote one designer in particular, but I must confess that I'm especially keen on La Ruche by Mostapha El Oulhani, because it's the first edition of Dar en Art.

Pioneering project: La Ruche bookcase by Mostafa el Oulhani

It is sentimental! La Ruche is the quintessence of what I like: functionality and aestheticism. It's as inspired by the bee hive found in nature, as much as the Arab-Andalusian architecture with its background referencing Moucharabieh.

I also like the Mock table designed by Naim Mahdi: inspired by the occasional table with Baroque influences. The Khmissa magazine holder, calligraphed candlesticks by Sophia Tazi, and so many others! They all reflect the wealth and the diversity of talents of Moroccan designers."

Hamdi adds: "Moroccan designers have no borders. They find their influences through their knowledge, way of expression and the personal vision of their environment.

Each designer has his own influences, bounded to his background, his environment, the people he meets... They influences manage to convey their own vision of the world, shaping it by making these magnificient objects, the mirrors of their soul."

Hamdi agrees though that Morocco's image is largely focussed on traditional applied arts, albeit there are now a lot of young designers who can show their creation on the international scene.

"What's peculiar about design in Morocco is that thanks to the passion of local craftsmen, and the country's commitment to its own roots, century after century, traditional Moroccan savoir-faire has stayed alive. Better still, it took on a new lease on life, thanks to the artists, stylists and designers, revisiting this wealthy heritage with contemporary inspirations. They initiate new tendencies that begin to make through the world. Hence, they give an incontrovertible place to design Ea la marocaine."

Dar en Art's latest international outing was participating in September's Maison & Objet in Paris. Their collection met with a lot of success, and interest expressed by key figures of the design world: architects, decorators, and chain stores. Hamdi says of the Paris show:

"They've been very interested in the originality and the quality of our products. We've been contacted by a huge industrial group. Stay tuned, we'll uncover more soon."

By Shalaka Paradkar

Copyright 2008 www.tradearabia.com

Copyright 2009 Al Hilal Publishing & Marketing Group

Provided by Syndigate.info an Albawaba.com company