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A r t & C u l t u r e:
i n s p i r i n g c r e a t i v i t y i n y o u n g e r
g e n e r a t i o n s
Throughout 2024, the Attijariwafa
bank Foundation strengthened
its role as a bridge between
culture, education, and innovation. True to its
mission of democratizing art and culture and
supporting young talent, it rolled out a rich and
engaging program with a focus on inclusion,
contemporary creation, and regional impact.
Through its actions, the Foundation af Ïrms
its vision of culture as a lever for openness,
transmission, and social transformation.
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The year was marked by the
launch of a unique program
dedicated to emerging
photography at the Actua art
space, bringing together f ive
artists around the evolution of
the image, from f ilm to artif icial
intelligence. This exhibition,
entitled “Génération objectif”
(Generation Objective),
supporting the emerging scene,
was accompanied by a rich
program of mediation including
a masterclass on the theme of
Photography and Ethics led by
Imane Djamil for 80 journalism
and visual arts students as well
as video capsules and guided
tours
The artists featured in the
exhibition have also been added to
the Groups collection cementing
their place in the contemporary
art scene
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Continuing this dynamic, the
exhibition “Fibres d'artistes,
le patrimoine en mouvement”
(Artists' f ibers, heritage in
motion) showcased the work
of the 6
th
graduating class
of the Académie des Arts.
Presented as an immersive
journey inspired by a medina
alleyway, it combined visual
artworks, writings, interactive
installations, and virtual reality
experiments inspired by the
works of the young artists This
participatory approach reinforced
the programs regional roots and
attracted public support during
Museum Night
At the same time the Academys
seventh class developed work
on the theme Water source of
life In addition to the educational
program cultural outings and
augmented reality masterclasses
were included to stimulate the
students creativity
At the same time on the initiative
of the Al Mada Foundation, and
in partnership with the Ministry
of National Education, the
Attijariwafa bank Foundation
and Inwi, pilot programs of the
Academy of Arts were launched
in Rabat and Tangier, benef iting
300 students. This regionalization
should eventually be extended to
12 development centers across
the Kingdom.
2500 visitors were
welcomed in two months
including more than 1000
schoolchildren and students
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