For this new episode of Designers in Dialogue, we had the great privilege of interviewing Ali Lahlou, founder of the eponymous studio. Drawing on an international background spanning Europe and New York, he shares his vision of design, deeply inspired by travel and nature. In this interview, he details his recent collaboration with the Jouffre workshops on an exceptional project in Casablanca.
Hello Ali, and thank you for granting us this interview. To start off, could you walk us through your background?
I graduated from the European Institute of Design in Barcelona, following my first year in Global Design in Paris, which deeply nourished my creative and international vision of the profession. After finishing my studies, I moved to New York where I had the opportunity to join the firm Drew McGukin Interiors. It was a defining experience that allowed me to refine my approach to design and understand the demands of an international clientele. Upon returning to Morocco, I founded my own studio, ALD Studio (Ali Lahlou Design), in 2017. My goal was to develop a unique signature that blends contemporary sensibility, spatial storytelling, and the promotion of artisanal craftsmanship.
What are your daily sources of inspiration in your work?
My sources of inspiration are deeply tied to observing my surroundings. Travel plays an essential role in my creative process, as it allows me to discover new cultures, materials, and spatial sensibilities. Nature is also a major reference: its textures, reliefs, and organic imperfections directly feed into my architectural approach. More broadly, it is the atmospheres, details, and emotions that places can evoke that often become the starting point for my projects.
How did your collaboration with our workshops go throughout the project?
I was thrilled to collaborate with the Jouffre workshops; our exchanges were both seamless and highly professional from start to finish. We shared all the furniture drawings as well as the fabric selections, which were reviewed with the clients to ensure perfect consistency between the creative intent and the final execution. The workshops then developed detailed shop drawings that went through several rounds of revisions, followed by the development of prototypes. This step was crucial for refining the proportions, comfort, and finishes, ultimately resulting in perfectly executed pieces.
What specific craftsmanship did you seek from our workshops to meet the high standards of your Casablanca project?
For this project in particular, the majority of the furniture was entirely custom-made rather than bought off-the-shelf. This approach allowed me to control the proportions, materials, and identity of the pieces so they would integrate naturally into the spatial narrative. Therefore, it was essential to collaborate with a partner who shared the same high standards for detail, comfort, and quality of finish. That is why I chose to work with the Jouffre workshops, whose expertise and precision of execution aligned with the project ambitions.
Which piece of furniture or textile elements, created with our workshops in this apartment, were you particularly proud of, or represented an interesting technical challenge?
The centerpiece of this space is, in my opinion, the half-moon sofa located by the fireplace. I wanted to create an element that was both sculptural and enveloping, capable of imposing a strong architectural presence while maintaining a genuine and unexpected comfort. Its all-wood structure gives it an almost monolithic dimension, while the work on the proportions and upholstery brings a surprising softness to the seating. This balance between visual power and comfort makes it one of the project's signature pieces.
Do you have any future projects with Jouffre, or new ideas and inspirations?
I am currently developing my own furniture line, a step that is a natural continuation of my architectural practice and my interest in bespoke pieces. In this context, looking into a collaboration with the Jouffre workshops would be a logical next step. Our shared sensibilities around detail, comfort, and artisanal excellence could give rise to some particularly interesting projects.