Traditional Techniques, Modern Vision
Sami Khattabi
Kasbah Portrait, Courtesy of the Designer
Design is often deeply influenced by one’s background, and for many creatives, their cultural experiences shape both their work and their outlook on life. In this interview, we explore how Sami Khattabi, a Moroccan designer whose journey spans multiple countries, merges traditional craftsmanship with modern design practices. Drawing inspiration from his heritage, his aesthetic approach blends tactile, curvy elements with a deep respect for the craft traditions that shaped his identity. Join us as we delve into his creative process, the challenges of balancing business and artistry, and how he continues to bridge the gap between the past and the future.
Talk to us about your background.
Originally from Morocco, I grew up there before moving to France and the US. Being away from home has deepened my attachment to my culture. Living abroad exposes you to different cultures, but it also strengthens your appreciation for your own heritage. This duality has not only influenced my creative practice, but has also enriched my entire life experience. I studied architecture in Morocco and completed my master's in France, where I focused on parametric architecture. The program exposed me to new design methods and digital fabrication tools, allowing me to experiment with hands-on architectural installations. These experiences led to my decision to express my ideas through smaller-scale objects, giving rise to NV Studio.
Why did you pick this line of work and this unique style in specific?
I’ve always had a passion for art, which led me to architecture and, more recently, furniture design. My aesthetic is largely influenced by Morocco’s vernacular architecture and craft traditions. Growing up surrounded by detailed, layered, and sensual objects, I found modernist architecture dry and restrictive. I wanted to create pieces that evoke tactile and emotional qualities absent in modernism. My work aims to continue a cultural lineage interrupted by colonialism and modernism. I focus on exploring and reinterpreting Moroccan craft traditions, bridging that gap in a meaningful way through my designs.
When you’re working on a new piece, is there a specific place or experience you return to mentally that provides you with clarity or inspiration?
I return to early sensory memories, such as the earthen dwellings in the mountains where I spent summers or the experience of building forts and birdhouses as a child. These memories of spatial experiences and making things are my biggest source of inspiration.
What’s the next chapter in your journey?
I plan to explore more traditional crafts and techniques from my culture, setting up a workshop in Morocco to contribute to the local design scene. My goal is to build a dialogue between these traditions and the broader design world.
Who is your Diva?
My “diva” is not one person but the spirit of artisans, especially the craftswomen and craftsmen I saw growing up in Morocco. If I had to name one figure, it would be my mom, whose resourcefulness and creativity inspired me. Watching her create with intention, whether through food, sewing or gardening, instilled in me a deep appreciation for handmade, purposeful creation.
