Sara Ouhaddou

IMPRESSION//IMPRESSION – A collection of tiles

The handcrafted ceramic tile collection is influenced by the delicate mosaic tradition of Fez with its Spanish/Arabic roots. Each tile, of which there are five different patterns, is hand sculpted and unique as a result of the firing technique, which creates a subtle difference between each one. The attention and commitment to handcrafted detail strongly aligns this project with Moroccan craft tradition while the dynamic tension evoked through her bold use of space and depth clearly places this work in the contemporary sphere.


WOVEN//UNWOVEN – Tire Rubber

Through experiments in collecting and cleaning discarded tire rubber around Marrakesh, I developed the idea to use it as  ‘fabric’ in the creation of tabourets and cushions. The idea of fabric naturally fell in line with my work with the craftswomen in the Tetouan region of northern Morocco. I had organized classes for women to learn the beautiful embroidery tradition that originates from this area from the few women who still know how to create it. Along with learning this tradition we explored how to use it relevant ways in today’s world.

For Woven//Unwoven I embroidered this pattern into the rubber fabric that became cushions or cut outs of rubber shapes and assembled to create a pattern to decorate tabourets.


AIT SOUKA “Bou-Omlil” – Weavers of the Atlas Mountains // carpets creations

Thanks to a centenary knowledge from small village of the Atlas Mountain, keeped by the women socity of the berbers villages, MadinMedin conceive a new vision of their weaver art. This project is intalled in the Atlas mountains, In one of the most remote region of Morocco, TOUBKAL valley. MadinMedin reorganized and relaunched the women society of weavers in the village of AIT SOUKA, to work with me in order to make their art taking a new turn. We are actually creating a modern collection of fabric and carpets using traditional weavers technics called “Bo charwite.”

weaver Atlas mountain

The Studio:

MadinMedin research’s evolution has stressed the practice’s social side, insomuch as the project perfectly catches the diverse problems facing the craftsmen now in Morocco: a break in the generational transmission of knowledge, and the need to put in place a form of guild or upgrade of know-how, specially in a context where mass tourism has gradually confined exceptional craftsmen to the realization of objects without quality. The project acuity to perceive these issues and formulate solutions into economies of scale, but also MadinMedin appetite to try to practice a human and technical support to craftsmen in order to enhance the potential of their discipline appear to be very relevant answers. All these points lead the studio to be nomad, it takes places in different places of Morocco: Ourika Road, Tetouan and Ait Souka in the Atlas Mountain, it’s one of the project specificities, it adopts to context of the craft choose, it deeply understands its essence and roots to transform it in a definitely contemporary way.