Dezeen Magazine

Trame homeware brand

Trame debuts at Maison&Objet with collections inspired by "historical anecdotes"

Homeware and accessories brand Trame made its debut at Maison&Objet with a collection, A Voyages to Meknes, based on the fictional story of Louis XIV's daughter marrying the Sultan of Morocco.

The brand will sell collections of ceramics and rugs, made by selected designers in collaboration with local artisans, based on their visits to various Mediterranean locations.

Trame homeware brand

The first collection presents the work of three designers – Julie Richoz, Maddalena Casadei and Maria Jeglinska – in reference to the Moroccan city of Meknes.

Like each new collection that will follow, it is sparked by a "historical anecdote" that connects two countries across the Mediterranean Sea.

Trame homeware brand

"The story of Madame de Blois, the legitimate daughter of Louis XIV, and the Sultan of Morocco based in Meknes was a catalyst to explore Meknes region and its culture," explained Trame's creative director, Valentina Ciuffi.

"Madame de Blois was asked for her hand in marriage by the Sultan," she told Dezeen. "This never happened, but human history is full of these little events, pretty much unknown, that could have changed its course."

Trame homeware brand

At the launch at Maison&Objet in Paris last weekend, Trame presented two projects each by Richoz and Casadei – a rug and a set of ceramics, both available in different colourways – and a blanket by Jeglinska.

The set for the presentation and for the accompanying images was designed by Giovanni de Francesco, with Studio Vedet.

At Alcova during Milan design week in April, which is run by Ciuffi, they will add to the collection with rugs and ceramics by Jeglinska, and a further project by both Richoz and Casadei.

Trame homeware brand

Materials for the pieces are sourced throughout Morocco and production is mainly in Meknes, Fez and the Middle Atlas region of Morocco, which is famous for its handmade berber rugs.

Ceramics come in rich shades of pink, peach, orange and bright blue, and the textiles have the intense colouring and decorative detail found on the many rugs and blankets traditionally made in the region.

Trame homeware brand

The company founders, Ismail and Adnane Tazi, grew up in Morocco in a family involved in the silk making and embroidery.

After a stint in the corporate world, the pair decided to celebrate the skill and quality of Mediterranean artisans, whilst at the same time building a bridge between ancestral craft and contemporary design.

Trame homeware brand

"The founders are history enthusiasts and passionate about Mediterranean heritage," said Ciuffi.

"The brand suggests, quite lightly, an open-minded reading of the past and imaging of the future of the Mediterranean region, promoting exchange among the different countries and fostering the origin of new creative stories."

Trame homeware brand

Future collaborations and collections are planned, based on visits to Greece, Sicily, Algeria and Tunisia, with others to follow.

"Every collection will involve different designers who, like this first trio, will be invited to an inspirational trip and then will go back multiple times to work with the local artisans," said Ciuffi.

"The brand is an invitation to journeys, a hymn to the Mediterranean culture, suggesting a positive approach and fostering creative and productive dialogues in a difficult moment for the region."

Trame homeware brand

At Alcova during Milan design week last year, Montreal design studio Lambert & Fils worked with local design agency DWA Design to produce a pop-up six-day, "anti-digital" cafe, with the intention of sparking dynamic conversation over food.

Images are by Pim Top.