Collection of New Handicraft Designs

The craftsmanship of the Souss Massa region stands out for its diversity, the richness of its trades, the quality of its products with high cultural value, as well as the unique expertise of its artisans. Handicrafts serve as a true lever for territorial, tourism, and socio-economic development.

As part of the strategic vision of the Regional Development Plan (PDR), which highlights craftsmanship as an expression of the region’s cultural identity, SDR Tourisme Souss Massa has initiated an ambitious project. This project aims to design and produce a collection of 120 handcrafted items, inspired by local expertise and labeled “Art de vivre d’Agadir Souss Massa.”

The project has been entrusted to three renowned Moroccan designers, whose mission is to supervise, support, and involve the region’s artisans in the design and production process of these new creations. The objective is to stimulate innovation among artisans while fostering a dynamic and healthy competitive environment. The contracts signed with these designers include the transfer of rights to the region’s artisans, allowing them to reproduce and market the designs.

Funded by the Souss Massa Regional Council, this project aims to promote innovation and the quality of the region’s artisanal products while preserving the specificities and cultural dimension of traditional expertise.

Currently, the 120 products in the collection have been delivered, and the next steps of the project include documenting the manufacturing processes of the new designs, certification, promoting the collection, integrating it within the “Médina d’Agadir” complex, and supporting artisans in the commercialization of the collection’s products with the assistance of the Department of Handicrafts and the Maison de l’Artisan.