Initiative Audace Métiers d’Art

The villa Noailles invites Initiative Audace, the first fashion and design incubator. Its founder, Youness Bouchida, aims to enhance Moroccan craftsmanship by supporting the fashion, design, and decoration scenes. The initiative supports designers who seek to promote a sustainable creative approach.
For this first collaboration, four brands with outstanding expertise are featured in the exhibition: Noun Design, Lalla de Moulati, Bouchra Boudoua, and the Houria Tazi workshop.
The exhibition scenography, imagined by Pernelle Poyet, the winner of the Grand Prix Design Parade Hyères 2016, aims to highlight the different crafts represented. Mirroring the dynamics of an art gallery, the scenography invites visitors to observe the pieces through a display case, before entering the exhibition space to get a closer look at each object.