Marrakech urban furniture range

AMU, a French company specializing in street furniture, was commissioned to create a range of products for the city of Marrakech, Morocco. Our mission was to imagine something that broke away from the usual patterns and archetypes of mass-produced urban furniture.

After several visits to the city and a thorough analysis of its needs, the challenge was to find a common denominator for all the products. The choice fell on an emblematic form — the palm tree trunk — a strong and symbolic shape in Morocco. At the same time, it was essential to ensure simplicity in production, including collaboration with local partners.

AMU held a series of presentations over several months, involving various stakeholders.
An inspiring journey, a beautiful project, but ultimately, one that was never realised due to political and commercial misdirection.