Taman’Art: Cultural Entrepreneurship For Change
What is the common denominator between Gladiator, Prince of Persia, Body of Lies, and Kingdom of Heaven? The four movies were filmed in Ouarzazate, Morocco. This small city of the Draa Valley, located in the country’s southeast, is best known for its cinema studios. Its breathtaking landscapes and warm colors, as well as its creative craftsmanship, have seduced many Hollywood film directors.
Not far from Ouarzazate this craftsmanship continues to extend. In the middle of the rocky desert stands Ksar Aït Benhaddou (which translates the Castle of Aït Benhaddou), a five centuries-old UNESCO World Heritage Site. This village is where Taman’Art Space takes home. This atypical art gallery was created by Aissa Joud, a 29 years old local artist whose passion and ambition are rooted in the region’s culture.
Aissa Joud lives in the lap of art. He grew up in his father’s workshop, a sculptor who owns a small souvenirs shop. After school he would go there and carve stones that he would then sell to tourists passing by his village. Thanks to his dad’s support and the tourists' encouragement, Joud nourished his dream of becoming an artist. While most of the parents in this region don’t see art as a way to guarantee financial security for their children, Joud ’s parents were the first to support him. After his studies at the Institute of Traditional Arts, he decided to become an entrepreneur and create a space for art and culture in his region, Taman’Art Space.
HB: How did you start Taman’Art Space?
AJ: When I was studying in Casablanca, I had the chance to participate in many exhibitions and I felt that the public loved my art. My reputation was steadily growing in the artistic milieu and I was showcasing my artwork in the most prestigious art galleries in Morocco. I thought it would be fantastic to gain momentum and work on a bigger project for my region. I am truly in love with this place and its people who still value the simplicity of life. Moreover, many tourists come to Ouarzazate, and I thought it would be interesting to join art, culture, and tourism in one project. Despite many great opportunities in other cities, I wanted to take up the challenge of building a project from scratch; hoping to be a role model, as an artist and an entrepreneur, for the youth of my region who lack confidence in their true potential. Before Taman’Art there was no space for art in the region, which motivated me to start this project. Today, Taman’Art is a residency for artists, a cafeteria for locals and bystanders, and a place to connect with others.
HB: Have you faced any challenges building your project?
AJ: At the very beginning of the project, I wanted to get a land parcel from the authorities in the village of Ksar Aït Benhaddou to build my art gallery. Due to many problems, my project was rejected, and I was quite depressed because of it. Thankfully, a French woman who has lived in the region for 15 years heard about me and my project and contacted me. She offered me her house at a fair price, and I didn’t decline the offer. The space I have now has a better location and will allow me to do more than just an art gallery. It is a bit sad that local authorities didn’t support me, but it only proves that this region needs people like me who believe in their art and are determined to live from it in order to change mentalities.
HB: Many Hollywood movies were filmed in Ouarzazate, does Taman’Art Space follow this movement?
AJ: Absolutely! Many great Hollywood actors and directors come to Ouarzazate regularly, but the problem is that the region doesn’t profit from their visibility. Apart from rocky landscapes, food, and craftsmanship, the region doesn’t really have spaces where they can connect with local artists. Taman’Art Space has the ambition to be the perfect spot for artists from around the world to connect, share, and learn from each other. This space will not only contribute to the visibility of the project or my artwork, but it would contribute to the visibility of the whole region.
HB: How does the local population perceive the project?
AJ: The population is very happy with the project. People come to visit; they take photos and send me messages of support on social media. As the project gains the media’s attention, local people, young and old, are proud to see the name of their village on TV and social media. It gives them hope and pride to belong to the region. It makes me really happy.
HB: What is your biggest ambition for Taman’Art Space?
AJ: I would like Taman’Art to become a major cultural actor in my region. I would like to give back life to this valley that has been forgotten for many years. I work hand in hand with other young creators of the region to create a new artistic movement and show the rest of the country and the rest of the world our true potential. We are working hard with creative and eco-friendly alternatives without any support from the government (for the moment). We’re doing the best we can, and I am sure that the project will shine.