١.Because we have an irrepressible desire for beauty. ٢.Because we celebrate a unique visual culture based on geometry, texture and colour unparalleled in its complexity and transcendental power. ٣.Because we believe Moroccan crafts embody this culture like nothing else, and that it is our duty to sublimate and modernise it. ٤.Because we refuse to let the past generation’s masterpieces become the cultural stereotypes of the next. ٥.Because we believe it’s time to restore our craftsmen and women’s pride by paying them fair rates and empowering them to transmit their savoir-faire. ٦.Because we believe sustainability is the only way forward. ٧.Because we dream of creating a place where cultures are bridged, languages are mixed, and old crafts inspire new ideas. ٨.Because be believe tradition is a resource, not a burden. ٩.And finally, because we believe in the power of good design to enrich every one of our experiences.