Noor Studio.
A Marrakech furniture house, built to be read at arm’s length on a phone.
THE BRIEF
A furniture house in Marrakech, drawn from the brief up: six pieces in walnut, palm fibre and terracotta velvet, made to order, twelve weeks out.
A showroom like that sells on light and patience, and a phone offers neither. So the brand had to carry four o’clock in the afternoon around with it, wherever somebody happened to open it.
- ROLE
- Concept, art direction & layout
- ENGAGEMENT
- Self-initiated · Concept
Light changeseverything.
THE DECISION · CATALOGUE VOL. 01
Eight slides that behave like a printed catalogue.
The carousel is the storefront. It opens on a chair in four-o’clock light and closes on an address.
Deep forest green for the collection pages, bone for the pages that make the case. Titles in a high-contrast serif with the italic on the second word, so the eye finishes each line on a lean. Every piece carries a reference: NS-B01, NS-D01. Catalogue numbers imply a catalogue, and a catalogue implies somebody who has been doing this a while.
Two collections. Seating: Bahja, Mernès, Oudia. Storage: Dar, Lalla, Medina. Then the page most furniture brands leave out: eight finishes, named and specified. Walnut is oiled, never lacquered. Say the rule plainly and the rule does the selling for you.
THE SYSTEM
A reference number is a promise.
Every piece carries a code and a finish: NS-B01, oiled walnut, palm fibre, terracotta velvet, twelve weeks. Eight finishes named and specified on their own page, where most furniture brands leave a blank.
That page is the system. A new chair needs a photograph, a name and a code, and it belongs to the same house as the first six. Walnut is oiled, never lacquered, and the rule does the selling without anybody having to argue it.
IN USE · THE SITE
One page. One thing to do.
An interior practice needs three things on a landing page: proof, scope, and an easy way to start the conversation. The rest is a brochure.
Serif masthead, an asymmetric cluster of photographs, and one underlined link that reads Create your space. The projects sit below in a numbered column, so the page reads as finished work rather than a menu of ambitions.
IN USE · PROJECT PAGE
Maison Dar el Noor.
The case-study template, tried on one project first. A headline, a paragraph that commits to a point of view, and photographs given enough room to count as evidence.
Location, style and year sit out in the margin, where a reader checks rather than reads.
Posters
