Sara Ouhaddou

Holder of a diploma from the école Olivier de Serres in Paris, Sara Ouhaddou questions the availability of the design as a tool for the economic, social and cultural development. Born in France in a Moroccan family, her double culture improves her practice within a continuous movement. At first designer for several brand names, Lancôme among them, today she devotes mainly to her personal practice.
Her research’s evolution has stressed the practice’s social side, insomuch as Sara perfectly catches the diverse problems facing the craftsmen now in Morocco: a break in the generational transmission of knowledge, and the need to put in place a form of guild or upgrade of know-how, specially in a context where mass tourism has gradually confined exceptional craftsmen to the realization of objects without quality. Her acuity to perceive these issues and formulate solutions into economies of scale, but also her appetite to try to practice a human and technical support to craftsmen in order to enhance the potential of their discipline appear to be very relevant answers.