The Attijariwafa Bank Foundation is inaugurating its cultural season with the exhibition “Génération Objectif: Far from Clichés”, which will be held from October 16 to December 15, 2024 at the Actua art space in Casablanca. This event is part of the new “Contemporary Generation” program, which aims to promote the talent and creativity of new talents in Moroccan art.
Dedicated to the exploration of contemporary photography, the exhibition demonstrates the Foundation’s deep commitment to Moroccan creative potential. It reflects an enduring collaboration between the Foundation and artists, highlighting works that sit at the intersection of contemporary Moroccan culture and global artistic trends. By supporting the production and accompaniment of promising young talents, the Attijariwafa Bank Foundation cultivates a “win-win” relationship that benefits both artists and the public.
An enlightening retrospective of young Moroccan talents
“Generation Objectif: Far from the Clichés” offers a unique curatorial experience that immerses visitors in a retrospective of the evolution of photography, through the prism of five young Moroccan photographers:
Yoriyas (Yassine Alaoui Ismaili) : Former breakdancer turned photographer in 2015, Yoriyas is internationally recognized for his work documenting daily life in Casablanca. Her images incorporate elements of performance and reveal an acute sensitivity to color and movement, while exploring the appropriation of urban spaces.
L4artiste (Ismail Zaidy) : At only 26 years old, this photographer from Marrakech specializes in abstract and minimalist styles. His project “3aila”, involving his younger siblings, explores family dynamics and themes of communication through striking images taken with a simple Samsung S5.
Fatima-Zohra Serri : At 29, this photographer devotes herself to the exploration of femininity and male-female relationships. His artistic journey was born from a quest for meaning in the face of the monotony of his former job as an accountant. Serri aspires to imbue her works with a strong personal narrative, depicting the challenges women face in her conservative milieu.
Hakim Benchekroun : An architect by training, Hakim uses photography to examine transitional territories in Morocco. His project “Lost in Morocco”, which he has been developing for ten years, demonstrates an intimate knowledge of Moroccan architectural landscapes. His work has been exhibited nationally and internationally, making him an important voice in the contemporary photographic landscape.
Imane Djamil : Documentary photographer and co-founder of the KOZ collective, Imane is involved in photojournalistic projects combining realism and fantasy. She has won several prestigious awards and regularly collaborates with international media, making her a rising figure in documentary photography in Morocco.
The scenography of the exhibition is designed as a “multi-universe journey”, featuring stereotypes and situations which illustrate the varied experiences of Moroccans according to their life paths. Far from stereotypical representations, the works presented challenge and encourage reflection, while offering a new way of seeing and interacting with photographic art.
A dynamic event
In addition to the works on display, a series of dynamic cultural activities will accompany the exhibition, including guided tours led by a mediator and masterclasses in collaboration with the artists. These initiatives aim to make the art of photography accessible to all and to offer a more in-depth understanding of its developments through varied practices.
“Objective Generation: Far from Clichés” is not just an exhibition; it constitutes a vibrant testimony to the commitment of the Attijariwafa Bank Foundation to Moroccan artistic genius. By highlighting the voices of youth, the Foundation positions itself as a cultural actor dedicated to the development of tomorrow’s artistic potential.
Through this event, the Attijariwafa Bank Foundation highlights its determining role in the Moroccan cultural landscape, reaffirming its commitment to creativity, innovation and contemporary culture. An invitation to discover and celebrate the richness of Moroccan art in all its diversity.
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