For over 50 years, Société Générale Maroc has been building a museum-level collection of modern and contemporary Moroccan art, which it has promoted and made available to the public through the cultural action of the Fondation Société Générale pour la Solidarité et la Culture Abdelaziz Tazi. The Fondation is now embarking on an ambitious and unique project to display its extensive collection in the historic headquarters of the group, in a landmark Art Deco edifice in the heart of Casablanca. This initiative underscores its pioneering role in the country’s cultural, artistic, and social life.

Manifesto is bringing together and overseeing a group of Franco-Moroccan experts to support the Fondation in defining and creating this urban oasis project, engaging with the neighborhood and primarily focusing on Moroccan youth. Covering a total area of 2,750 m 2 , the venue will provide the public with permanent and temporary exhibition spaces, with a unique permanent itinerary focused on Moroccan modernity and the contemporary art scene. A lush roof garden will welcome visitors in an exceptional setting, featuring a program of cultural events. Additionally, cultural mediation activities will allow the public to engage with the space and with its artistic content.

Manifesto is tasked with defining the Fondation’s identity and its future project, developing dynamic programming and cultural activities tailored for target audiences, and overseeing the elaboration of the museum itinerary. Manifesto will also define appropriate mediation tools and lay the groundwork for an acquisition strategy, as well as a management and business model. In collaboration with our partners, Manifesto will supervise and support the architectural and scenographic project.

Manifesto is collaborating with programmer Yves Dessuant, BGC Studio (Giovanna Comana and Iva Berthon-Gajsak), museographer and independent curator Fatima-Zahra Lakrissa, and Meryem Sebti, editor-in-chief of Diptyk, the magazine of African contemporary art.