Morocco Pavilion enriches its artistic, cultural programme

With 191 represented countries gathered in unity to consider the world of the future, a new chapter in history will open at Expo 2020 Dubai, the first world fair to be organised in in the Middle East, Africa, and South Asia (Measa) region, and will continue over a six-month period from Oct.1, 2021 to March.31, 2022. Morocco will be there to share its strategic vision of a more sustainable global future.

Ideally located in the “Opportunity” district, near the United Arab Emirates Pavilion and not far from Al Wasl Plaza, the central monument of Expo 2020 Dubai, the Moroccan Pavilion will offer—in addition to the Permanent Exhibition—an artistic, cultural, economic, and scientific programme that is diverse, rich, and inspiring. Following the theme “Legacies for the future, from inspirational origins toward sustainable progress”, Morocco’s participation at Expo 2020 Dubai is designed to invite visitors to (re)discover the Kingdom though its history, identity, and talents as well as its tangible achievements in a variety of sectors.

Through the lens of three major themes, the Moroccan Pavilion will propose a vision to the world of the Kingdom’s commitment to the future of our planet; a nation’s abundance based on the strength of its talents; and the dynamic of progress that drives initiative in Morocco.

The Morocco Pavilion enriches its artistic and cultural programme in partnership with the Maison de l’Artisan at Expo 2020. Partners of the Morocco Pavilion, The Maison de l’Artisan kick-started its series of five fashion shows by young and established Moroccan designers which aims to introduce people to the Morocco Pavilion.

The participation of the Maison de l’Artisan aims to make discoveries within the Moroccan Pavilion, a living national treasure passed on from generation to generation, a form of life linked to the customs and ancient medinas of Moroccan cities but also an art that is part of the identity, culture and character of each Moroccan.

The event highlights and gives visibility to Moroccan handicraft products while simultaneously contributing to the preservation of rare Moroccan craftsmanship.

Morocco’s top three designers Abdelhanine Raouh, Imane Tadlaoui and Farah Benchekroun in partnership with the Maison de l’Artisan, showcase Morocco’s handicraft and rare craftsmanship, as they drew inspiration from their origins, experiences, encounters while honoring the traditional caftan by innovatively combining classic, feminine elements and revolutionary details.

The objective is to show the various visitors the cultural richness of Moroccan craftsmanship, a thousand-year-old know-how that has been able to transform and be valued through contemporary ready-to-wear creations.

With its local production which uses environmentally friendly materials and processes, craftsmanship plays a real role in the sustainable development and economy of the regions of Morocco. This artistic programme is set to show the world the intergenerational, intercultural and eclectic aspects of Moroccan culture and to reflect the image of the Kingdom within the Morocco Pavilion.

Designer Abdelhanine Raouh’s signature creations have captured the hearts of personalities from around the world. He became renowned in the fashion world for his bold caftans, free from rigid cuts and marked by a heightened sense of detail.

His collection “Timeless” was unveiled for the very first time at the Morocco Pavilion, his collection reinvented the traditional structure of the landmark Moroccan robe, revisiting its classical appearance and reshaping its volumes. Abdelhanine was famously known for being one of the top three designers on Project Runway Middle East, judged by celebrity designer Elie Saab.

Imane Tadlaoui, a young Moroccan designer who draws on a mix of sophistication and authenticity in her designs, curated a beautiful collection “Almaz” a sensational line made exclusive for the show.

Her creations showcased classic cuts softened by fine and meticulous embroidery, adorned with skalli, sequins, and pearls. She relies on the painstaking work of the Maâlem (traditional master), embodying precision and rigour. Her tribute to the wonders of the world – particularly to the Great Pyramid of Giza – allows the stylist to realise beautiful, captivating outfits with majestic cuts.

Farah Benchekroun’s style is an interpretation of genuine caftans, inspired by fantasy, Farah designed “Fairy Garden”, a collection that was finely hand-made with embroidery, beads, and masterly zwak (traditional adorning patterns). The elegance, luxury, flow, and finesse of high-end textiles are unmissable in the caftans of the Farah Benchekroun house of haute couture. Farah’s caftans are traditional garments that draw on the history of Moroccan clothing while also featuring modern influences.

To offer visitors a unique experience, the Permanent Exhibition of Morocco at the heart of its Pavilion has been designed as an excursion, with doors leading to 13 rooms. Each of these rooms constitutes an original space that plays with a surprise effect created by the elements presented, offering multiple opportunities to (re)discover Morocco and the strong continuity that connects its past, present, and the shape of its future.

The opening of each door will reveal to the visitor a (new) facet of Morocco: from its dynamic of progress and mobility (through rooms such as Meet your Eldest, Moroccan Explorers, Movement, Visit Morocco, Connections & Development, and Youth Talents) to its engagement for the future of the planet (Bubble of Life, Argan Stories, Plants Power, and Release the Energies rooms).

This pathway differs from a classical museum scenography, bringing the visitor into immersive experiences that are often interactive and at times game-based, engaging the body as well as the mind in such a way as to affect all audiences.

For younger visitors, the Moroccan Pavilion proposes innovative gaming experience, in augmented reality, which will invite them to hunt for clues to solve one-of-a-kind mysteries.

In its role as a leader of global renewal, Morocco will present a programme of scientific and economic events organised around the principal themes adopted by Expo 2020 Dubai, hosted inside the Pavilion and at other spaces provided in the Expo 2020 Dubai central area.

Climate, sustainable development, logistics, infrastructure, industrial acceleration, agricultural strategy, tourism, finance, and African cooperation are among the themes to be addressed during conferences, workshops, and organised business gatherings with principal stakeholders in the Moroccan economy: institutions and public and private companies.

In addition to the 11 thematic weeks developed by the organisational team, Morocco has undertaken to create a week-long programme dedicated to the Kingdom, to highlight its international attractivity as a global hub for investment.

Morocco Week coincided with Global Business Forum Africa, held in October. As the second-largest African investor in the continent, the Kingdom is a key partner for this event. Organised by Expo 2020 Dubai in collaboration with the Dubai Chamber of Commerce, this Forum was a platform for meeting and exchanges about investment opportunities available on the African continent.

Major achievements by Morocco in the fields of renewable energies and energy transition presented at the Climate and Biodiversity Week. Morocco was represented at this event by major national stakeholders in this sector: Masen, NAREVA Holding, IRESEN, AMEE and ONEE, etc.

Argan cultivation and how this tree endemic to Morocco is a pillar of sustainable development was also presented by ADA, ANDZOA, and UCFA. Madame Jamila Idbourrous, president of UCFA, the leading union of women’s cooperatives in Morocco, also appeared at the Women’s Pavilion to put forward the role of cooperatives in the empowerment of women and their role in the structuration of a modern social and solidarity-based economy.

The Moroccan initiative Zelij Invent shown on Oct. 7, at The Good Place Pavilion, created by Expo Dubai 2020 to showcase the innovations of international inventors in the sectors of recycling, sustainable development, and biodiversity.

Another opportunity to promote gender equality, championed by the Kingdom, in one of the most advanced fields: an appearance by astronomer, researcher, and explorer Merieme Chadid at the main area of the Women’s Pavilion, organised by Expo 2020 Dubai during Space Week, held to underscored the extent of opportunities offered by the space economy.

Events of equal importance to be held throughout the 6 months of this economic and scientific programme will provide greater visibility for the country, and will establish priorities on different subjects related to the major challenges of our era, in a spirit of sharing and cooperation with all stakeholders at Expo 2020 Dubai. Morocco will take part in nearly 90 events as an organiser, speaker, or participant, in the context of the different thematic weeks.