Yasmine Berrada: Championing Moroccan Art Through Loft Gallery

Founded in 2009 by Yasmine Berrada and her sister Myriem, Loft Gallery in Casablanca has played a pivotal role in transforming the Moroccan art scene. Initially, the market was limited, with few galleries engaging in structured, long-term representation of artists. Berrada aimed to recover the history of Moroccan modernism, particularly focusing on the Casablanca School and the post-protectorate abstract movement. Over the years, the gallery has expanded its reach, now boasting a three-story space in Marrakech and representing contemporary artists to international collectors.

New York Observer

Berrada emphasizes the importance of believing in artists, stating, “You have to have conviction. If we do not put that energy into artists, no one else will.” Through Loft, she has cultivated a clientele that supports not only the purchase of art but also the broader legacy of artists. This includes lending works to biennials and supporting museum initiatives. Berrada's participation in international art fairs, such as Art Basel Paris and Art Dubai, has elevated the visibility of Moroccan artists on the global stage. She notes, “The countries of the Global South are awakening,” highlighting the growing institutional energy and investment in the region.

New York Observer

Berrada's passion for art began in childhood, influenced by her father's collecting habits. While he focused on Orientalist painters, she gravitates towards contemporary art. Her collecting journey took a significant turn when she purchased her first artwork as a young asset manager. Today, her collection includes works from both modernists like Mohamed Melehi and contemporary artists such as Joana Choumali and M’hammed Kilito. Berrada describes her collection as “family’s jewels,” emphasizing the personal connections and memories tied to each piece.

New York Observer

Berrada's approach to collecting is deeply relational. She often visits artists' studios, purchasing works directly to show trust and genuine interest. “For me, collecting is an integral part of showing trust to the artist,” she explains. Recently, she has begun to reflect on her collection's overall structure, aiming to balance her focus on abstract pieces with figurative works. This duality between her roles as a gallerist and collector creates a dynamic interplay of spontaneity and strategy in her art practice.

New York Observer

As Berrada continues to navigate her dual roles, she remains committed to fostering the Moroccan art scene. Her ongoing efforts to archive and catalog her collection reflect a desire to preserve the stories and themes that define her artistic journey. Berrada's belief in the power of storytelling in art underscores her mission to connect audiences with the rich narratives of Moroccan and African art.

New York Observer

• “You have to believe in the artists,” — Yasmine Berrada, Gallerist

New York Observer

• “For me, collecting is an integral part of showing trust to the artist and a genuine interest, as well as building relationships.” — Yasmine Berrada, Gallerist

New York Observer

• “The countries of the Global South are awakening,” — Yasmine Berrada, Gallerist

New York Observer

• “For me, these artworks are like the family’s jewels,” — Yasmine Berrada, Gallerist

New York Observer

Through her work at Loft Gallery, Yasmine Berrada exemplifies the transformative power of art in bridging cultures and fostering connections, both locally and internationally.

New York Observer