For Imane Cooking Atelier, we helped shape the story of a young Moroccan chef from Aourir who turned her kitchen into an atelier.

What started as a small local initiative is growing into a hosting concept built around cooking workshops, private dinners, curated table settings and collaborations with hotels in the south of Morocco. What started in her family kitchen with her mother has grown into Imane's ambition to become a chef and create a space where people can experience Moroccan hospitality and cuisine.

Our work for Imane, who is still in school, icovered creative direction, branding, social media management, event organisation and storytelling. We were accompanied by French-Tunisian fashion photographer Mehdi Lacoste who captured some of the events. Together, we developed a language around what Imane already carries naturally: the Moroccan table as a place of learning, generosity and exchange. We used the cooking atelier into a cultural platform, using storytelling to give context to Moroccan hosting traditions, its seasonal fruits spices and dishes, family life and the values of hospitality embedded in Islamic culture.

We believe the most meaningful cultural experiences begin with understanding, not consumption. Food is often the entry point, but never the whole story. Knowing why tea is poured in a certain way, why bread is always placed at the centre of the table, or why an extra plate appears without being asked transforms the experience from observation into participation. During Ramadan, we conceived and produced a weekend gathering in our home, creating the setting for Imane to host more than 40 guests around a shared table, sharing the ideas of Islam and ramadan to people that never heard of it in the first place.

While the global interest in hosting, tablescaping and shared dining continues to grow, Imane Cooking Atelier explores the traditions these practices have long been rooted in. Here, the table is more than a beautiful setting—it is a place where family, community and hospitality meet. Because in Morocco, hosting is not a trend but a century-old practice, deeply connected to Islamic values of hospitality: welcoming the guest, sharing what you have, feeding people with care.

Imane brings this into a contemporary format. Guests from all over the world learn to cook with ingredients from the souq, discover family recipes and techniques, and sit down together around a table that is thoughtfully set and warmly hosted. Not as a performance of culture, but as a real introduction to how food, family, faith and everyday life meet in Morocco.