Moroccan craftsmanship is in the spotlight at the prestigious “Maison et Objet” international trade show, held at the Parc des Expositions in Villepinte, Paris. Spanning 180 m², the Moroccan pavilion, inaugurated on Friday by the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor, showcases the latest creations from Moroccan artisans, including interior design pieces, pottery, ceramics, rugs, zellige (mosaic tilework), and home decor accessories.
“Morocco’s presence at this event, one of the largest interior design and object trade shows in the world, is essential,” stated Minister Ammor during the opening ceremony, which was attended by Tarik Sadik, Director General of the Maison de l’Artisan, the organization behind Morocco’s national participation, alongside key figures from the trade show.
This is not Morocco’s first time at “Maison et Objet,” and according to the minister, it offers an important platform for artisans and businesses to present their creations. “There is a growing demand for Moroccan handicrafts,” Ammor highlighted, expressing her pride in seeing Moroccan creators rise to the occasion by offering products that meet this increasing demand.
Ammor further emphasized the importance of attending international exhibitions, particularly in France, Morocco’s second-largest export market for handicrafts after the United States. These events, she noted, provide Moroccan artisans with opportunities to connect with prestigious buyers and boost exports, which have surpassed 1 billion dirhams in the last two years.
Director General Tarik Sadik echoed these sentiments, expressing pride in the presence of Moroccan artisans at this major global event. He noted that Morocco’s pavilion has already seen considerable success, with professional visitors, buyers, designers, and architects showing keen interest in the handmade products from Moroccan regions such as Marrakech, Fès, Essaouira, and Tangier.
“This participation is a direct part of our strategy to promote Moroccan craftsmanship,” Sadik explained, highlighting that Moroccan exports of artisanal products now exceed 1 billion dirhams, excluding tourist purchases. “This confirms the growing appetite for our products, both locally and internationally,” he added.
The Maison de l’Artisan team spent months preparing for this show, designing a pavilion that invites visitors on a journey through Moroccan craftsmanship and carefully selecting exhibitors to ensure the offerings align with current trends. This year, eight exhibitors are presenting a wide variety of handmade Moroccan goods, hoping to establish connections with key players in the global design and decor industry.
Many exhibitors, some participating in an international trade show for the first time, praised the initiative. They see it as a valuable opportunity to gain visibility and fill their order books. “We aim to help Moroccan companies break into international markets, particularly in Europe and France, by increasing visibility for #Moroccohandmade products,” said a representative from the Maison de l’Artisan.
The institution, which falls under the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy, plays a key role in helping Moroccan artisans promote and expand their presence in foreign markets. It focuses on market access for local producers by crafting strategies that allow them to stand out among global brands and works closely with major buyers to move through the sales cycle.
“Maison et Objet” is held twice a year and is a key event in the global design and decor calendar, bringing together all players in the lifestyle industry, including brands, designers, artisans, and home experts. This year’s show features over 2,300 exhibitors from 147 countries, covering a total area of 120,000 m².
The event is divided into two main sections: “Maison,” with four areas dedicated to home decor and luxury furniture, and “Objet,” featuring seven spaces, including kitchen specialties, children’s items, and fashion accessories. In addition to the physical show, “Maison et Objet” operates an online B2B platform called MOM (Maison & Objet & More), which showcases more than 3,000 brands to design and decor professionals.
In 2023, the show attracted 67,429 visitors, 47% of whom were international.
