The Soul of a Rug
"Elevating an exhibition and opening to the next level"
When textile designer Mina Abouzahra collaborated with Palais Bahia in Marrakech for her groundbreaking exhibition "The Soul of a Rug," we recognized an opportunity to amplify its impact. The exhibition featured an immersive 360-degree VR experience that transported viewers directly into the lives of the Taznakht weaving women, illuminating both their extraordinary artistry and the socioeconomic challenges they face. At its core, the exhibition celebrated ancient craftsmanship, cultural preservation, and female empowerment.
Strategically timed to coincide with the prestigious 1-54 Contemporary African Art Fair, we maximized this momentum by cultivating local partnerships and orchestrating a compelling opening event. The carefully curated launch attracted a diverse audience of partner networks, art collectors, industry professionals, entrepreneurs, and diplomats. This strategic approach created a ripple effect that continued throughout the fair, with the exhibition drawing approximately 5,000 visitors daily and establishing itself as a highlight of the cultural calendar.
