The Attijariwafa bank Foundation is kicking off its cultural season in style with an exhibition that promises to captivate art lovers and redefine contemporary photography in Morocco. Entitled “Generation Objectives: Breaking Stereotypes”, this exhibition, running from October 16 to December 15, 2024, at the Actua Art Space in Casablanca, is part of the Foundation’s broader initiative called “Generation Contemporaine.” It’s a celebration of young Moroccan talent and a testament to the Foundation’s ongoing commitment to fostering creativity in the country.
Through this exhibition, the Attijariwafa Foundation reinforces its support for Morocco’s thriving creative scene, particularly by nurturing emerging talents. Over the years, the Foundation has built strong, collaborative ties with many artists, establishing a mutual “win-win” relationship, where creativity is both supported and encouraged. Their focus on contemporary Moroccan art is reflected in their production efforts and dedication to mentoring promising young artists.
“Generation Objectives: Breaking Stereotypes” offers a compelling curatorial experience, showcasing the evolution of photography through the unique perspectives of five up-and-coming Moroccan photographers. Spanning different styles from documentary photography to conceptual works, the exhibition features Yoriyas, L4artiste, Fatima-Zohra Serri, Hakim Benchekroun, and Imane Djamil. Their work provides a vivid reflection of Morocco’s rich cultural diversity.
The exhibition’s scenography is designed as a “multi-universe journey,” confronting stereotypes and clichés while highlighting various aspects of Moroccan life as seen through the eyes of its people. These themes are brought to life by the artists, each drawing from their unique personal experiences and backgrounds.
Visitors to the exhibit are in for an immersive experience, enhanced by a dynamic cultural program that includes guided tours led by a dedicated curator and a series of masterclasses. The collaboration with the artists aims to make photography more accessible to all audiences, demystifying the art form and demonstrating how it has evolved through different life experiences and artistic practices.
This exhibition stands as a powerful testament to the Attijariwafa bank Foundation’s dedication to promoting Moroccan artistic talent. At its core, “Generation Objectives: Breaking Stereotypes” not only highlights the richness of Moroccan art but also emphasizes the Foundation’s role as a cultural pillar, deeply committed to the youth and their boundless creative potential.
By providing a platform for emerging voices and breaking away from conventional narratives, the exhibition is a bold step toward shaping Morocco’s artistic future.
