In a context of a luxury enterprise, I was asked to interpret the materiality of their products. Their focus and main interest is to create luxury products as desirable objects. My first approach to this context was to re-think the idea behind, what it´s commonly called, luxury materials.

What do luxury mean in our current society? Does it relate to materiality at all?

There is a heritage on what materials communicate. Historically, the ones that have been rare, inaccessible, limited or labor intensive, become expensive, exclusive and desirable. Since middle edge, the ones that can afford real gold, mother of pearl or malachite stone are the ones in a privileged position and their need is to symbolize their power. This heritage has been dragged until current times in a form of consumerism and eye catching techniques, but conceptually detached of its essence. Despite the economical growth common people still can´t afford the realand we, more and more, find comfort on the illusion of the fake. Can we celebrate the fake as a way of saving resources? Or is it just a way to appease an aspirational life?

This guide is a collection of intuitive experiments; all this studies have been made by myself and in collaboration with industrials and engineers. The idea was to decontextualized materials and to discover opportunities on their processes. Each experiment has a level of innovation, storytelling or uniqueness. They all can be produced into a production line of industrial system. This publication concludes on a new definition of luxury values where the shiniest, the heaviest and the excess are loosing relevance to become about the knowledge, the wellbeing and the joy of time.

This conclusion leads to the creation of guide nº2, which is centered on people’s emotions, experiences and wellbeing; the luxury of our current time.


Sefrou fanzine is a visual collection of outstanding materials and process of the Moroccan area of Sefrou. It is an intuitive compilation of materials, textures and colors. It aims to give a view to the richness and value of local materials.

Every time that I ́m in such a rich environment, I wonder how we can carry this richness to the future while preserving the cultural and historical value.

The relationship between traditional materials and the idea of progress has always been difficult. Homogenization and globalization tend to standardize the path.

This fanzine showcases materials, processes, functions, and forms that have been working for centuries and inevitably are being crushed by the illusion of progress.

It is on sale at Printed Matters, New York and It is part of the Sefrou Public Library.