Fez — As Moroccan artisans and brands take part in the latest edition of Maison & Objet in Paris, Morocco is reaffirming its position as one of the rare countries where craftsmanship remains a living, evolving heritage.
The Moroccan participation reflects an approach that balances the preservation of ancestral know-how with adaptation to contemporary trends and market demands. Rather than freezing tradition in time, Moroccan craftsmanship continues to develop by integrating modern design codes while retaining distinctive cultural elements that define its identity.
Craft rooted in tradition, shaped by the present
The current generation of Moroccan craft production emphasizes gesture, material mastery, and authenticity, while opening itself to new forms, uses, and aesthetics. This evolution marks a clear shift from purely traditional expressions toward objects and collections that respond to international tastes in decoration, furniture, and lifestyle, without losing their Moroccan character.
At Maison & Objet, this transformation is visible in the way Moroccan craftsmanship is revisited through contemporary design language. Craft techniques are no longer presented in isolation, but as part of a broader creative process where innovation, functionality, and visual refinement play a central role.
A strategic platform for international visibility
For Maison de l’Artisan, Maison & Objet represents a key international platform to consolidate the positioning of Moroccan craftsmanship on global markets. The fair offers direct access to professionals in decoration, interior design, and furniture, creating opportunities for commercial partnerships and long-term market integration.
This year’s edition is held under the theme “Past Reveals Future,” which explores the reinterpretation of creative and artisanal heritage. The theme aligns closely with the Moroccan approach, where exceptional traditional skills are combined with contemporary creative evolution, making the sector increasingly attractive worldwide.
France as a key export destination
France remains one of the most important export markets for Moroccan artisanal products. In 2025, it ranked as the second-largest destination, accounting for 11 percent of Morocco’s artisan exports. The strong presence at Maison & Objet reflects a targeted strategy to reinforce this positioning and expand visibility within the French and European markets.
The Morocco pavilion spans 140 square meters and brings together ten exhibitors selected for the excellence of their craftsmanship, innovative capacity, and international potential. In addition, 14 other Moroccan artisan brands are participating independently, several of which benefited from earlier support and promotion programs.
Long-term impact beyond the fair
This growing and diversified participation illustrates the tangible outcomes of years of support, professional upgrading, and international promotion efforts. It also signals the gradual empowerment of Moroccan craft operators and the strengthening of their autonomous presence on global markets.
Held twice a year, Maison & Objet brings together more than 2,300 exhibitors across 120,000 square meters and welcomes around 80,000 professional visitors, nearly half of whom come from abroad. Within this global setting, Moroccan craftsmanship continues to assert itself as a dynamic heritage—rooted in history, yet firmly oriented toward the future of design.
