Intertwining Craftsmanship and Form: Noureddine Amir on Seven Dialogues

Q. How would you define your artistic vision and journey? How did Morocco shape your approach to craftsmanship?

Noureddine Amir: My deep love for nature naturally led me to explore raw materials, to observe and shape them with a poetic approach until they revealed their textures, nuances, and hidden secrets. Each natural element carries a story, a memory that I try to bring to light through my work. Moroccan craftsmanship, in turn, has provided me with a privileged means of expression—a connection between tradition and my own artistic sensibility. Through it, I have been able to translate this love of nature into objects and forms that reflect both my deep attachment to my environment and my admiration for the ancestral expertise of artisans.

Q. How do art and fashion come together in your work and did working on Seven Dialogues as part of the Splendours of the Atlas exhibition present any creative challenges compared to your usual practice as a fashion designer?

Amir: In the field of fashion, my work has always been an exploration of material and form, but the latter is inevitably dictated by the constraints of the human body. Each piece must adapt to a silhouette, embrace its lines, and integrate into functional use. However, within the framework of Seven Dialogues, the approach was radically different—it was about creating entirely free forms, without prior reference, without a defined framework. It meant starting from nothing, from pure abstraction, which was a far greater challenge but also offered an unprecedented sense of freedom. This process led me to rethink my relationship with space, volumes, and materials, freeing myself from the usual conventions of clothing design.

Q. What inspired you to create Seven Dialogues and how did you decide the artwork in the installation?

Amir: The objective of this project was to transcend craftsmanship and bring it into the realm of art. To achieve this, I sought to establish a subtle dialogue between ancestral artisanal techniques, the expertise of artisans, the materials used, and the forms created. This interaction allowed for the exploration of new territories, where objects are no longer perceived merely as functional or decorative pieces but as works of art, carrying a strong narrative and artistic intent. This dialogue between art and craftsmanship pushed me to reconsider the boundaries of each discipline, deliberately blurring the lines between them.

Q. In Seven Dialogues, you balance traditional Moroccan artistry with contemporary innovation. How did you collaborate with local artisans, and what role did their craftsmanship play in shaping the final installation?

Amir: Combining a couture workshop with the manipulation of more rigid and less malleable materials was a true challenge, both for the artisans and for myself. Couture generally involves fabric flexibility and adaptability to the body’s shapes, whereas these new materials imposed radically different constraints. We had to invent new techniques, repurpose existing expertise, and rethink traditional gestures to give them a new function. This experience opened new possibilities, encouraging artisans to push their own limits and questioning how a material can be reinterpreted to generate new forms.

Q. The Splendours of the Atlas exhibition showcased the landscapes, history, craftsmanship and culture of Morocco. How do you see your artwork contributing to this narrative?

Amir: In this work, I see a concentration of my cultural identity, a reinterpretation of Moroccan craftsmanship in a contemporary form. Seven Dialogues reflects my journey, my attachment to traditional expertise, and my desire to evolve it within an artistic framework. Every detail of the piece carries a part of my personal history with Moroccan art and craftsmanship—a relationship shaped by years of exploration and experimentation.

Q. The commissioned installation is paired with Sussan Deyhim’s original sound creation. How do space and sound influence an audience’s experience of your work?

Amir: Music is an essential part of my creative process. It accompanies me at every stage, influencing my approach to form, materials, and rhythm. In this piece, it is omnipresent from beginning to end, creating a dialogue between sound and matter. Music has the power to amplify emotions, enhance the perception of artworks, and immerse the viewer in a fully sensory experience. It thus becomes a narrative element, guiding the reading of the work and intensifying its impact.

Q. With the installation now part of the Qatar Museums collection, what does this acquisition mean to you and how do you envision your work engaging with audiences in Qatar and beyond?

Amir: Being recognised for the first time in an Arab and Islamic art museum is an immense honour. It is an important acknowledgment, not only of my personal work but also of the richness of Moroccan art and its potential for innovation. It demonstrates that traditional craftsmanship has a rightful place within institutions dedicated to contemporary art and cultural history. This exhibition marked a key milestone in my journey and reinforces my conviction about the importance of preserving and reinventing our artisanal heritage.

Q. What feeling do you think visitors carried with them after experiencing Seven Dialogues as part of the exhibition?

Amir: I hope visitors left with a renewed vision of contemporary Moroccan art. My goal was to offer them an immersive experience where tradition and modernity meet, where craftsmanship engages in dialogue with abstraction, and where the memory of ancient expertise projects itself into the future. If this work has sparked their curiosity, evoked emotions, and led them to reflect on the richness of our heritage, then my objective has been achieved.

Q: What were your key takeaways from the experience?

Amir: One of my key takeaways from the experience was seeing the work as a cohesive whole, conceived as a unique and coherent piece. Each element that composes it contributes to an overall vision, where shapes, materials, and sounds are articulated into an inseparable unity. It is not a mere juxtaposition of independent elements, but a work designed in its entirety, where every detail has been thought out to interact with the whole.

The exhibition was also an especially enriching experience of exchange for me. It allowed me to confront my work with an external gaze and to engage with other art enthusiasts. It was a valuable opportunity to share my vision but also to learn from others, discovering different approaches and sensibilities.

Vrinda Abilash is a Digital Editorial Coordinator at Qatar Museums.