Mina Abouzahra, the Dutch-Moroccan textile designer, has transformed the historic Bahia Palace in Marrakech into a portal between past and present with her latest exhibition, The Soul of a Rug. which debuted alongside the 2025 edition of the 1-54 Contemporary African Art Fair Marrakech (January 30 – February 2) runs until May 31, 2025.
The exhibition goes beyond being a showcase of Berber textile mastery. It is an economic and cultural statement—an urgent call to preserve Morocco’s centuries-old weaving traditions while reimagining their relevance in contemporary design and global markets.
Textiles as Cultural Currency
The exhibition is a strategic intervention in a craft industry at a crossroads. Moroccan rug weaving, particularly from Taznakht, is an art form passed down through generations of Berber women. Yet, like many traditional industries across Africa, it faces an existential threat as younger generations opt for more financially stable careers. “We’re at a turning point,” Abouzahra asserts. “If we lose this knowledge, we lose a key piece of Moroccan and African identity.”
Beyond artistic preservation, The Soul of a Rug highlights the economic imbalances that underpin the industry. The global appetite for Moroccan rugs, fueled by high-end interior design trends, has not translated into financial security for the women who weave them. Many artisans earn only a fraction of the final selling price, as middlemen and international dealers dictate pricing. The exhibition makes these inequities visible, advocating for a more transparent and ethical market structure.
Immersive Storytelling: VR as a Tool for Economic Advocacy
Art meets technology in one of Morocco’s most visited landmarks. Bahia Palace, with its daily footfall of up to 5,000 visitors, is the perfect stage for The Soul of a Rug’s immersive storytelling. A 360-degree VR installation, written and directed by Dutch filmmaker Maaike Koorman (Scopiclabs) and French-Moroccan filmmaker Noria Chaal, transports viewers to Taznakht’s weaving communities. Through this lens, the audience witnesses not only the intricate rug-making process but also the social and economic realities of these artisans.
This is not simply an aesthetic experience; it is an economic argument in visual form. By documenting the rhythmic hum of village life, the spiritual connection between artisans and their craft, and the meticulous skill involved in rug weaving, the film forces audiences—particularly collectors and buyers—to reconsider the value of these works. The unspoken message is clear: heritage craft should not be synonymous with undervaluation.
Abouzahra’s approach to textile design is as much about aesthetics as it is about strategy. The pop-up gallery within the exhibition presents a curated selection of hand-knotted Berber rugs that embody her signature style—an elegant dialogue between traditional Moroccan techniques and the minimalist precision of Dutch design. This intersection of old and new speaks to a broader shift in contemporary art: textiles, long marginalized in the hierarchy of artistic mediums, are asserting their place in global conversations on design and cultural heritage.
Curators across Europe recognize this shift. Amanda Pinatih of the Centraal Museum, Amsterdam, notes, “There is something truly remarkable happening in the world of contemporary art right now. Textiles in art, long undervalued, are finally being appreciated for the profound cultural and economic contributions they make.”
Similarly, Ninke Bloemberg of the Stedelijk Museum, Utrecht, observes that “Mina Abouzahra’s designs stand confidently in any space, whether a historic castle, a vibrant palace, or a modern interior—a seamless blend of tradition and innovation.”
Beyond the Exhibition: The Future of Moroccan Weaving
The Soul of a Rug is more than a celebration of craftsmanship; it is a blueprint for sustaining and elevating traditional weaving. The exhibition raises critical questions: How can Moroccan weavers access global markets without intermediaries eroding their profits? What role should policymakers and cultural institutions play in ensuring fair wages for artisans? How can digital tools, like VR and e-commerce, create new opportunities for heritage industries?
As the exhibition runs through May 31, 2025, it offers a rare convergence of past and present, art and advocacy. Visitors to Bahia Palace will leave not only with a newfound appreciation for Moroccan weaving but also with the challenge of rethinking the economic structures that sustain—and often exploit—traditional craftsmanship.
For collectors, designers, and cultural policymakers, The Soul of a Rug is a case study in how artistic traditions can be both preserved and reimagined. For the women of Taznakht, it is a declaration that their work is more than an aesthetic commodity—it is an economic force that deserves recognition, respect, and fair compensation.
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