A.JAMAÏ Collection
Furniture design for the reception lounges of the Attijariwafa bank headquarters in Casablanca.
CLIENT
Attijariwafa bank
A.JAMAÏ Collection
TYPE
Armchair
Sofa
Coffee table
Rug
Charging point
Acoustic partition
YEAR
2024
Since its establishment in Morocco in 1904, Attijariwafa bank has been committed not only to economic development but also to cultural enrichment through its support of the arts. Recently, the bank undertook a project to renew the reception areas of its headquarters in collaboration with renowned Moroccan designer, Younes Duret. Younes designed furniture that blends tradition and modernity, emphasizing the essence of cultural heritage in a contemporary context. He created spaces that invite relaxation and sharing, with careful attention to the selection of materials and textures that reflect cultural identity while adding a breath of modernity.
This project represents a symbiosis between the ancestral skills of Moroccan craftsmen and Younes’s innovative visions. Each piece of furniture is the result of a passionate collaboration, marked by deep reverence for tradition and respect for cultural heritage. It is a rediscovery of Moroccan culture in a new light, where tradition and innovation converge to create unique and timeless pieces, true testaments to Morocco’s rich millennial cultural heritage.
Attijariwafa bank is actively engaged in the preservation and dissemination of Morocco’s historical and cultural heritage, highlighting and making these essential elements of our heritage accessible. As part of this commitment, the designer collaborated with five Moroccan workshops and about fifty artisans, including carpenters, ironworkers, and upholsterers. Their expertise and inventive spirit enabled the creation of meticulously detailed furniture, each piece reflecting a unique and vibrant essence, showcasing the patriotism and cultural richness of the country.
⟶4 Moroccan companies and more than 50 craftsmen from different trades worked on this project:
Artisan carpenters
Ironworkers
Upholsterers
Leather craftsmen
─ Reception Lounge Design
Upon passing through the glass door and leaving the bustle of the avenue behind, we enter somewhat bewildered into the reception hall of the headquarters. Like a haven in the midst of urban hustle, a lounge with refined furniture stands. Defined by carpets with interlaced patterns reminiscent of zellige, this lounge welcomes its visitors with wide armchairs adorned with traditional embroidered leather poufs and low tables in shades of bronze. A sculpted wall featuring Islamic geometric patterns provides a space where visitors can discreetly charge their mobile devices.
Here, the contemporary and the traditional resonate in harmony. In a subtle play of composition, the designer creates a perfect balance between objects from eras that are distant from one another. This space is characterized by various expressions: some see it as a revival of cultural heritage, others as an infusion of modernity into the traditional. Through his unique creations, the designer seeks to awaken our collective cultural memory. His secret? Celebrating iconic objects of our heritage through contemporary creations.
Attijariwafa bank
« Our strategy focuses on highlighting and making these timeless fragments of our collective memory accessible to everyone. »
─ Zen Lounge Design
The lounge, which is revealed right at the entrance, occupies the end of the ground floor. Access is granted after mandatory identity checks. Beyond this, an indoor garden—both vast and cozy—invites clients and employees to meet. Informal meetings take place in the embrace of comfortable armchairs that transform into sofas for two, creating a private space.
The solid wood coffee tables, topped with finely sculpted legs, are perfectly suited for work sessions with computers and documents. Custom-made partitions adorned with traditional high-relief patterns provide discreet charging for electronic devices. Under our feet, the zellige tile pieces of the carpet form large geometric mosaics. At the intersection of styles and cultures, the high-tech design furniture enhances the Islamic geometric patterns that seem to draw their essence from the stars.
─ Craftsmanship: The Heartbeat of Every Design
Attijariwafa bank is deeply committed to a local and national initiative to preserve and disseminate our historical and cultural heritage. Its approach aims to highlight and make accessible these crucial elements of our shared heritage. As part of this commitment, the designer worked closely with five Moroccan workshops and a collective of about fifty artisans.
Thanks to their remarkable expertise, which reflects an inventive spirit and vibrant patriotism, carpenters, ironworkers, and upholsterers have meticulously cared for every detail of the furniture, imbuing each piece with a unique and lively essence. This dedication not only preserves traditional craftsmanship but also revitalizes it, integrating it seamlessly into contemporary design contexts.
WORK DONE / TOOLS USED
Strategic research.
Interior design.
Rhino & 3DS Max.
Design & Crafts.
Colour, materials and finish.
DESIGN ADDED VALUE
Promote Moroccan craftsmanship and know-how.
Differentiating.
Provide the user with a rich and entertaining experience.
