Established in Morocco for 35 years — and more specifically in Rabat — our workrooms are opening a new chapter in their history with the inauguration, earlier this year, of entirely redesigned premises.
The story that binds Jouffre to Morocco dates back to Charles Jouffre's childhood, when he first discovered the country alongside his godmother. Later, at twenty-two, he joined a decoration company as an upholsterer in the royal palaces, where his fascination for the country grew into a lifelong passion. In 1989, he teamed up with his friend Chafiq Kabbaj, an architect and interior designer, to establish an atelier inspired by the one in France. Initially named Scène d'intérieur, the company officially became Jouffre Maroc in 2020.
The capital of the Kingdom, Rabat, is a city of both tradition and modernity, listed as a UNESCO World Heritage Site. Cosmopolitan and thriving, it is a political, cultural, and artistic hub — a natural showcase for craftsmanship and design. Our teams chose to acquire a new building in Takaddoum, in the east of the city. This dynamic neighborhood, undergoing rapid change, reflects Rabat's creative energy and openness to new horizons.
Designed to meet the growing demand from prestigious Moroccan and international designers and interior architects, on projects ranging from private residences to large government buildings, the new facility is perfectly tailored to our needs. Covering 2,000 square meters across four floors, the workshop unites all of our expertise: carpentry, upholstery, set design, along with a dedicated floor for our design offices and a showroom with a 360° view of the city.
Modern, bright, and equipped with state-of-the-art machinery, this new facility provides our thirty employees with an inspiring and structured environment conducive to excellence in craftsmanship. “We were fortunate to find premises perfectly suited to our needs. Every morning, I see smiles — the craftsmen are happy and able to give their best”, says Hassan Triqui, Managing Director of the subsidiary.
With this new acquisition, the ambitions are clear: “We have invested heavily in facilities, equipment, and training. We now aim to take on even more spectacular projects in Morocco and raise our standards higher still. With the 2030 World Cup ahead, Morocco will need to double its capacity, especially with hotel projects. Thanks to our savoir-faire and design office, we will be able to deliver fully customized, excellent service.”
