About Us
A Design Language Built on Matter, Culture, and Edge.
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Our Philosophy
We believe the most powerful designs emerge at the boundary — between a material and its culture, between a technique and its reinvention. Our process is rigorous, hands-on, and deeply connected to the truth of each project.
Every project is a chance to make something real — that endures beyond trends.
OUR CORE VALUES
01.
Matter first
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We source materials for what they carry, not just what they look like.
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Texture, density and origin inform every design decision.
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A material understood deeply becomes the project's own language.
We believe design should reflect the world as it truly is — material, cultural, and beautifully complex. Every project bridges engineering precision and craft intelligence, without compromise.
02.
Craft meets technology
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Traditional techniques are not nostalgia. They are precision systems refined over centuries.
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We use 3D printing, robotics and digital fabrication as extensions of the hand.
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The most innovative object is often the one that knows where it comes from.
Design is a conversation between materials, cultures and ideas. We approach every project with precision — observing, questioning, and making with intention.
03.
Design with purpose
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We refuse decorative solutions. Every line earns its place.
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A project begins with a question, not a sketch.
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Purpose is not a constraint. It is the most generative force in design.
Our work lives at the edge — where engineering precision meets material intuition. Each project is a study in form, culture and function.
04.
Roots as a resource
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Moroccan craft traditions, geometry and ritual inform our formal vocabulary.
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We translate heritage into contemporary industrial language.
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Origin is not a limit. It is the most singular thing a designer can offer.
We believe form and responsibility are inseparable. From materials to methods, every decision is made with intention.
05.
Rigour over decoration
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We eliminate until only the essential remains.
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Every detail is resolved, not approximated.
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Durability is an ethical position, not a technical constraint.
Every project is a shared construction. We work closely with clients, craftspeople and collaborators to ensure the process is open, rigorous and meaningful.
Meet the Founder
Mahdi Naim
Mahdi Naim is a designer shaped by craft, culture and material research. His work moves between industrial precision and human depth — where form carries meaning.
Trained in design and material culture, Mahdi brings a precise, research-driven eye to form and craft. His work sits at the meeting point of industrial rigour and cultural sensitivity — shaped by a deep attention to matter, detail and context.
Specialties
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Industrial Design
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Material Research
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Craft & Technology
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Spatial Design
Awards & Recognition
Recognized by those who shape the field.
Participation & Workshops
Active presence in design education and applied research.
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2025 · Biophilic Design & Participative Experience Organisation and keynote at the workshop/conference "Biophilic Design: a practical and pragmatic approach", Lyon. An immersive, pedagogical approach centred on nature-inspired design and user experience.
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2024 · Green Innovation & Robotics Workshop and presentation on design, 3D printing and robotics in the service of sustainable innovation. Participation in collaborative programmes bringing together designers, researchers and industry professionals.
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2023 · Ecodesign & Sustainable Design Intervention and contribution on the theme of ecodesign and responsible design. Presentation of sustainable and innovative projects, aligned with the official theme "Living, Alive."
Societal Commitment
Design as a tool for collective development.
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- Active contribution with Al Mountada, an independent think tank, to the national reflection on Morocco's New Development Model.
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- Reference publication: "Contribution to the national reflection on the new development model."
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- Participatory territorial initiative conducted across the twelve regions of the Kingdom, mobilising over 300 stakeholders — executives, researchers, leaders, civil society representatives and students.
Keynotes & Talks
Speaking at the intersection of design, industry and culture.
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Jul. 2024 · Moroccan Forum of Cultural and Creative Industries (FOMICC) | Rabat Craft, Design and Brand Morocco: how to reinvent our modes of creation, production and consumption?
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Jul. 2024 · Industry Meeting Days / Industry Meeting Morocco | Tangier Innovation, training and design in the service of industrial sovereignty.
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Jan. 2024 · International Conference "Limit / No Limit" | Paris Art Design Research Conference [AD-REC] — non-standard innovation.
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Jun. 2023 · RevTech | Casablanca Moroccan Craft: Between Mystique and Reason.
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May 2021 · ESCA School of Management | Casablanca How design management generates today's innovation.
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Jan. 2022 · ENSEM Enterprise Forum | Casablanca Frugal City vs Smart City: an innovative reconciliation for a sustainable and creative tomorrow.
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Jan. 2021 · Global Industry 4.0 Morocco, 2nd Edition | Casablanca Industry 4.0 in the service of a resilient economy.
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Jan. 2020 · Maroc Numeric Cluster — Future in Africa 2020 | Casablanca Future in Africa meets 100% Europe & Beyond — Casablanca-Settat Region and Île-de-France Region in partnership with Maroc Numeric Cluster and Systematic.
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Sept. 2020 · Global Industry 4.0 Conference | Casablanca Industry 4.0 as a collaborative industry — CAD/CAM, cloud and data security placing the human back at the heart of the machine.
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Sept. 2019 · Simon Casablanca with Groupe Archimède | Casablanca Industrial Design: the missing link?
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Oct. 2017 · H2/61.26 | Casablanca Artistic interventions in business.
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Jan. 2017 · ISCOM Lyon | Lyon Design.
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Sept. 2017 · Casablanca Design Week | Casablanca I-Story.
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Jan. 2016 · ISCOM Lyon | Lyon Communicative design, selling design.
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Jan. 2015 · ESCA Morocco School of Management | Casablanca Innovation through design.
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Jul. 2010 · ONA Foundation | Casablanca Innovation in business through design.
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Jun. 2010 · ONA Foundation | Casablanca Sustainable development through ecodesign.
