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Culture

Moroccan Artisanry Shines at New York Design Fair

Wednesday 22 May 2024 - 16:30

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In a captivating display of unparalleled craftsmanship, Moroccan artisans took center stage at the prestigious International Contemporary Furniture Fair (ICFF) in New York City. The event served as a resounding testament to Morocco's burgeoning artisanal sector, which has emerged as a dominant force in the global export market for handcrafted goods.

This year's participation marked Morocco's second appearance at the esteemed design fair, showcasing the government's unwavering commitment to propelling the North African nation's vibrant artisanal industry onto the global stage. The United States, already a key player in this realm, stands as the leading importer of Moroccan products, accounting for a staggering 40% of the country's total export volume by the end of April 2024.

Morocco's presence at the ICFF served a dual purpose: fortifying its foothold in this crucial market while actively exploring new business opportunities with emerging ones. Within a dedicated 120-square-meter pavilion, over 10,000 design professionals from around the world were treated to a mesmerizing display of exquisite handiwork by six Moroccan companies.

These companies showcased a diverse array of products, including intricate carpets, ornate pottery, intricate metalwork, exquisite lighting fixtures, and the iconic zellige tilework, all united under the umbrella brand of "Morocco Handmade." This emphasis on craftsmanship mirrors the booming domestic artisanal sector, which achieved a remarkable feat by the end of last November, generating record-breaking revenues of MAD 984 million (approximately $100 million USD), a significant 7% increase compared to the same period in 2022.

According to Fatim-Zahra Ammor, Moroccan Minister of Tourism, Handicrafts, and Social and Solidarity Economy, this resounding success story is the culmination of a multi-faceted approach. "Through strategic commercial partnerships, effective promotional activities, and the collaborative efforts of both public and private stakeholders, we have witnessed the fruition of our endeavors," Ammor remarked last December.

The artisanal sector is a cornerstone of the Moroccan economy, employing a staggering 2.4 million people, or 20% of the active workforce, and contributing a substantial 7% to the country's GDP. The ICFF provided a invaluable platform for Moroccan artisans to connect with key players in the design industry, including architects, interior designers, buyers, distributors, and developers, further cementing Morocco's position as a powerhouse in the realm of handcrafted goods.