Reclaiming a Narrative: Loft Art Gallery’s Founding Vision

Founded in 2009 with her sister Myriem, Loft Art Gallery emerged from a perceived gap in the Moroccan art landscape. “There were many art dealers,” Berrada explains, “but very few galleries were doing structured, long-term work. It was a very local market.” Moroccan collectors primarily focused on domestic artists, while international interest remained limited. Loft’s initial ambition was to rectify this, to actively recover and promote the history of Moroccan modernism, particularly the Casablanca School and the abstract movements that followed the protectorate era.

This meant championing artists like Mohamed Melehi and Farid Belkahia, providing them with exhibition opportunities and supporting the publication of critical texts. Over time, the gallery’s focus expanded to include contemporary artists, forging connections with collectors worldwide. Today, Loft boasts spaces in both Casablanca and Marrakech, serving as vital hubs for artistic exchange.

The Power of Conviction: Investing in Emerging Talent

Berrada’s approach to representing artists is rooted in unwavering belief. “You have to believe in the artists,” she asserts. “Often, you start with an emerging artist, and you don’t sell anything for the first two years. People would ask why you persisted, and then, suddenly, after two or three years, the work starts selling really well. You have to have conviction. If we do not put that energy into artists, no one else will.” This long-term commitment has fostered a loyal clientele who view art acquisition not as a fleeting purchase, but as a strategic investment in artistic legacies.

These collectors are increasingly involved in supporting artists beyond mere acquisition – lending works to biennials, funding museum initiatives, and even establishing foundations dedicated to specific artists or movements. This holistic approach underscores Berrada’s success in cultivating a community around Moroccan art.

Marrakech as a Cultural Crossroads

Loft Art Gallery’s participation in international art fairs – Art Basel Paris, Art Basel Doha, Art Dubai, and 1-54 Contemporary African Art Fair – has been instrumental in elevating Moroccan artists onto the global stage. Simultaneously, Marrakech has blossomed into a significant cultural hub, bridging Europe, the Middle East, and Africa. “The countries of the Global South are awakening,” Berrada observes. “There is institutional energy, there is investment. The public I used to meet in London and New York, I now meet in the Gulf.”

This shift is particularly evident in the gallery’s recent “Loft Art Gallery’s Marrakech city-wide takeover” during the 1-54 Contemporary African Art Fair, a bold initiative that transformed the city into a living canvas with exhibitions, installations, and interventions across riads, museums, and public spaces. Berrada’s decision to be the sole Moroccan gallery represented at Art Basel Qatar, despite the uncertainties surrounding the Gulf art ecosystem, further demonstrates her commitment to showcasing Moroccan talent on an international platform.

A Collector’s Intuition: Building a Personal Legacy

Beyond her role as a gallerist, Berrada is a passionate collector, guided by intuition and a deep personal connection to the art she acquires. Her collection, a reflection of her relationships with artists and her evolving understanding of Moroccan and African art, spans generations and mediums. From the pioneering works of Melehi and Belkahia to the contemporary voices of Joana Choumali, M’hammed Kilito, Nassim Azarzar, Samy Snoussi, and Bouchra Boudoua, each piece tells a story.

This passion for collecting was instilled in her by her father, though their tastes differ. While he favored Orientalist painters like Hassan El Glaoui, Berrada gravitates towards contemporary perspectives. “We are both guided by passion,” she notes. “We collect what we like, and it’s very difficult for us to sell the work.”

Berrada’s collecting philosophy extends to her family, gifting works by artists like Fares Thabet, Amina Rezki, and Mous Lamrabat to her children, fostering an appreciation for art and culture from a young age. One piece she particularly cherishes is a striking portrait by Lamrabat, a “blue man” suspended between Arab and African futurism.

Every object in her home is imbued with memory and meaning, a testament to the power of art to connect us to the past, present, and future. She frequently visits artists’ studios, often acquiring works on impulse, prioritizing trust and genuine interest over commercial considerations.

What drives a gallerist to also be a dedicated collector? Is it a desire to preserve artistic legacies, or a deeply personal need to surround oneself with beauty and inspiration? For Yasmine Berrada, it seems to be both.

Frequently Asked Questions About Yasmine Berrada and Loft Art Gallery

• What is Loft Art Gallery’s primary focus in representing Moroccan art? Loft Art Gallery focuses on both recovering the history of Moroccan modernism, particularly the Casablanca School, and promoting contemporary Moroccan artists on the international stage.
• How does Yasmine Berrada approach representing emerging artists? Berrada emphasizes long-term commitment and unwavering belief in the artists, often investing in their work for years before seeing significant sales.
• What role does Marrakech play in the broader art scene, according to Berrada? Marrakech is increasingly becoming a vital cultural hub, connecting Europe, the Middle East, and Africa, and attracting a growing international audience.
• How does Yasmine Berrada’s personal art collection inform her work as a gallerist? Her collection reflects her personal connections with artists and her evolving understanding of Moroccan and African art, influencing her curatorial choices.
• What is Yasmine Berrada’s philosophy on art collecting? Berrada believes collecting should be driven by personal connection and genuine interest, rather than solely by investment potential.