Fez — DS Automobiles has launched the first edition of its “DS Café Culturel” in Casablanca, introducing an unusual Ramadan concept that brings together artistic programming and brand experience under one roof.
Hosted at the “DS Galerie” inside the Massira showroom, the event ran from March 12 to March 15 and featured four evenings centered on poetry, photography, music, and food.
The pop-up café was designed as an after-ftour gathering space, inviting members of the DS community, art lovers, design enthusiasts, and cultural figures to meet in what organizers described as an intimate and refined atmosphere.
The concept places cultural exchange at the center of a commercial venue, turning the showroom into a space for conversation and live performance during Ramadan evenings.
A four-night cultural program
The opening night featured stage artist Hassan El Jaï, who delivered a dramatic reading of his text “La quête de l’Amour” (“The Quest for Love”), accompanied by traditional instrumental music performed by Said Nouiar. The evening was held for brand partners and set the tone for a program built around multidisciplinary encounters.
On March 13, the focus shifted to photography with Swiss photographer Laurence von der Weid, who is based in Casablanca. Known for her attention to light, she shared her artistic path, presented a selection of her work, and led a smartphone photography workshop aimed at helping participants produce more professional-looking images.
Music took center stage on March 14 with Jubantouja, a group whose sound blends pop-rock with musical influences from the High Atlas. Their acoustic showcase introduced guests to a repertoire shaped by Amazigh-language melodies and emotionally charged poetry.
The final evening welcomed Chef Omar Bennis, who recently returned to Morocco after working in major French culinary houses, including the brigades of Thierry Marx, Paul Bocuse, and Guy Lassausaie. Through a participatory live cooking session, Bennis introduced guests to his contemporary culinary approach and the precision behind fine dining techniques.
A branding move rooted in culture
DS Automobiles Maroc presented the initiative as part of its longstanding association with design, craftsmanship, and artistic creation. Mehdi Laghzaoui, Director of DS Automobiles Maroc, said the company wanted to create an artistic gathering that reflects the brand’s spirit by opening a dialogue between design, culture, and talent.
