Tucked away on a serene street in Shoreditch, London, lies LARACHE, a multifaceted space owned by Moroccan artist and photographer Hassan Hajjaj. This eclectic shop, studio, and social hub reflects Hajjaj's rich cultural heritage and artistic vision. On a recent Sunday visit, I found the atmosphere buzzing with creativity, as Hajjaj had just completed a photography session with two families. The interior of LARACHE is a feast for the eyes, brimming with colorful garments, stylish sunglasses, shoes, bags, and an array of Hajjaj's signature patterns and prints.
Everywhere you look, his photographs command attention. Traditional Moroccan djellabas, caftans, headscarves, and babouches coexist with high-end logos from brands like Nike, Gucci, and Versace, all presented in a vibrant tableau of animal prints, stripes, and eye-catching hues. Hajjaj’s subjects are often posed in unconventional yet relatable settings—perched on Coca-Cola crates, leaning against motorbikes, or holding musical instruments, creating a compelling narrative that speaks to both local and global cultures.
Hajjaj's distinct style is underscored by everyday objects that resonate with his upbringing. Stacked tomato paste tins, olive jars, and Coca-Cola cans surround his subjects, while colorful plastic mats and Moroccan textiles serve as captivating backdrops. The artist acknowledges the multitude of influences that shape his work, noting that he has never been able to pinpoint a single source of inspiration. "I think there are too many influences to name," he explains. "It could be a film, a book, or traveling. It's about the journey of my life and what I grew up with." This eclectic mix has evolved over time, reflecting Hajjaj's experimentation and artistic growth.
Artistry Rooted in Culture
One of the pivotal influences in Hajjaj's artistic journey was fashion. In the 1980s, he operated a shop called R.A.P., which stood for Real Artistic People, where he sold what we now recognize as streetwear—T-shirts emblazoned with counterfeit logos from luxury brands. Inspired by New York designer Dapper Dan, who gained fame for his innovative use of luxury logos, Hajjaj sought to deconstruct and play with the meanings behind these brands. "I grew up on Dapper Dan from New York," he recalls. "He was really one of the people who helped make counterfeit fashion even bigger."
This playful approach to blending the familiar with the unexpected continues to permeate Hajjaj's photography. A designer logo might appear alongside a traditional Moroccan slipper, while a simple tin of tomato paste finds its way into an artfully composed portrait. These everyday objects evoke memories of Hajjaj's childhood in Morocco, where vibrant patterns and intricate mosaics surrounded him. He reflects, "Growing up in Morocco, we’re not really supposed to have figurative images and things like that, so a lot of what’s traditionally considered art is mosaics, different kinds of patterns, and calligraphy." The repeated patterns found in djellabas and floor tiles are integral to his work, adding depth and cultural significance to his art.
At the heart of Hajjaj's photographs are the people he captures. Initially, he began photographing friends to showcase the vibrant community around him, eschewing the desire to impose a specific narrative on his images. "I’m not really trying to convey too many messages," he states. "I always let the viewer make up their own mind about what the message is." This freedom of interpretation allows his work to resonate with diverse audiences, each viewer bringing their own perspective to the same image.
The Rockstars of London
In London, where Hajjaj's circle of friends is a tapestry of cultures, he found inspiration for his 'Rockstars' series. This project highlights musicians and creatives from various backgrounds, showcasing the vibrant melting pot of the city. "A lot of my friends are from London, but they could be of Jamaican, Nigerian, or Brazilian background," he notes, emphasizing the organic development of this series without any political intent. Instead, Hajjaj sought to document the creativity and dynamism of his surroundings.
Among the notable figures captured in this series is Central Cee, a rising star in the music scene. Hajjaj feels a personal connection to these young creatives, recognizing a reflection of himself in their aspirations. His photographs of celebrities, such as Billie Eilish, stemmed from serendipitous opportunities that arose in the course of his artistic journey. Hajjaj's collaborative work extends beyond photography; he was also commissioned to design a football boot for Moroccan captain Achraf Hakimi, integrating traditional Moroccan aesthetics into contemporary sportswear.
Hajjaj's innovative approach culminated in his exhibition 'Hassan Hajjaj: My London Rockstars, Ends to Estates' at Sotheby’s. This unique venue choice was deliberate, aiming to present his work in a space that would engage audiences from all walks of life. The exhibition serves as an invitation for those who might typically feel out of place in such a prestigious environment. Hajjaj’s friends expressed a mix of pride and surprise, discovering a new perspective on a space they had long overlooked.
As LARACHE continues to evolve, it serves as a welcoming hub where creativity flourishes. Hajjaj's spontaneous approach to the space allows for serendipitous encounters and meaningful conversations. "I didn’t know what I was going to do with it because it’s a dead street anyway," he admits, yet the shop has blossomed into a vibrant community gathering spot. With exhibitions and projects on the horizon, including an upcoming showcase at the Philharmonie de Paris, Hajjaj’s artistic journey shows no signs of slowing down. As he reflects on his work, he emphasizes that it encapsulates his upbringing and life experiences, an authentic representation of who he is.
As reported by newarab.com.
