ABURY meets Designer Yannick Hervy

Yannick Hervy was the first designer working for ABURY. He brought the very first Berber Collection into being, which are still the brand's signature pieces.

His career began in the visual arts where he started working as a graphic designer in France in the 90s. After taking on various freelance projects, he was appointed art director at ID Media in Germany, where he supported major clients such as Sony, Siemens, Deutsche Telecom and Swatch entrusted him in their brand’s visual communication. Another job as art director at the Teddy Smith group followed.

With three Clio awards in his pocket, Yannick Hervy decided to embark on a new journey outside of France. He started moving around and engaging with various cultures and flavours. In Marrakech, his creative mind was needed to renovate and plan the interior design of the AnaYela, an award winning riad. That's when he met Andrea Bury, founder of ABURY. Their visions of reviving an elusive Berber tradition would pave the way to an ever-growing project leading to schools being built in a Berber community in the Atlas mountains.

© Photo by Bernd Kolb

Yannick Hervy, start by tagging yourself with three words.

Respect, discovery, exchange.

We believe that “hands tell stories“. What do your hands tell about you?

My hands help to tell my stories through design, painting and sculpture.

What is the last thing you created with your hands?

At the moment I am working on my first collection of Art-Design. Big, voluminous pieces that are composed of nobel matters... The choice of these two materials is not accidental, this choice transmits the philosophy behind the collection. It is reflecting and questioning the impact of our society on our consumption of nature. If you are curious have a look at my site.

If you could choose, what would you like to be able to do with your hands?

What I always try is to open them, make them tender and never close them!

Our blogzine “One of a Mind” underlines our strong belief in equality and the value of sharing. How does intercultural exchange benefit our global society in your eyes?

Intercultural exchange is essential for the better understanding of each other. Exchange is the start for sharing. It opens the dialogue between two cultures, two identities - the imprint of respect.

How did you first get in touch with Morocco?

I first came to Marrakech for professional reasons - the renovation and interior design for a "new Luxury" hotel in the heart of the Medina of Marrakech.

What differentiates Morocco from other countries? What does it have that no other culture has?

Hospitality, generosity of the people and real trust within a friendship.

© Photo by Bernd Kolb

Talking about other senses - how would you describe the “Tastes of Morocco” and what is your favourite?

The spices - they are an explosion of colours and tastes.

You are the designer of our Berber Collection. What makes the design of this collection special?

It is very easy - it is the knowledge of former generations. I had to learn the techniques, the codes and therefore talk a lot and exchange with the artisans who transfer this knowledge from generation to generation in a very manual, oral way. So for me it was almost like travelling in time.

If the Berber Bag could talk, what would it say to its new owner?

You own herewith a symbol of the cultural heritage of the Berbers.

© Photo by Suzana Holtgrave for ABURY