The Inspiring Journey of Yasmin Berrada
Yasmin Berrada's path to running a contemporary art gallery was far from conventional. Hailing from Casablanca, Morocco, she initially carved out a successful career in asset management after completing her studies at Université Paris Dauphine. However, after the birth of her first daughter, she found herself yearning for a new direction. Reflecting on her journey, she stated, “I was unwell at the time, and I wanted to explore something new.” It was during this period of introspection that she felt a calling towards the art world, one that she believes found her rather than the other way around.
Art has been an intrinsic part of Berrada's upbringing; her father was a devoted collector of Moroccan paintings, and her first paycheck went towards acquiring a piece of artwork. In 2009, she took a leap of faith and co-founded Loft Art Gallery with her sister Myriem, located in the vibrant Triangle d’Or district of Casablanca. Although neither sister had formal training in art, they were inspired by their father's passion and were driven to create a space that resonated with their identities—a lively and accessible environment where art enthusiasts could discover and engage with artists directly.
Championing Moroccan Modernism on Global Platforms
Fast forward to today, Loft Art Gallery has established itself as a pivotal player in promoting Moroccan modernism, facilitating the emergence of local artists on the international stage. The gallery's dedication to showcasing Moroccan talent reached a significant milestone in 2024 when it became the first Moroccan gallery to participate in Art Basel. This achievement underscores Loft's commitment to elevating Moroccan artists and their narratives within the global art community.
This October, Loft will make its debut at Frieze Masters, featuring a solo exhibition of works by Mohamed Melehi, a pivotal figure in the Casablanca Art School's history. Melehi's signature wave motif will be showcased, tracing its evolution from 1960 to 1980. Berrada's passion for this history has been a cornerstone of Loft's mission, as she strives to build a deeper appreciation for Moroccan modernism both locally and internationally.
Despite the gallery's expanding presence beyond Moroccan borders, Berrada remains firmly rooted in her homeland, emphasizing the importance of establishing a strong foundation before considering expansion into other cities. Her commitment to presenting Moroccan narratives at international fairs is unwavering, as she believes in the power of art to transcend geographical boundaries and connect audiences globally. “A work can come from a very personal or local story and still speak to someone on the other side of the world,” she remarked, highlighting the profound impact of art as a universal language.
As reported by artsy.net.
