Yannick Hervy is the creative force behind ABURY’s first Berber collection, which has since become a signature of our brand. In this interview, Yannick gives an insight into his creative process, his collaboration with ABURY and the inspiration that brought the iconic Berber collection to life.
A Creative Pioneer Looking for Purpose
Yannick Hervy began his career in the visual arts as a graphic designer in France in the 90s. After working on a variety of freelance projects, he became an art director at ID Media in Germany, where he worked with high-profile clients such as Sony, Siemens, Deutsche Telekom and Swatch.
After winning three Clio Awards, Yannick wanted to broaden his creative horizons. His journey took him to Marrakech, where he was commissioned to redesign the award-winning Riad AnaYela. It was here that he met Andrea Bury, founder of ABURY, and was inspired by her vision to revive Berber traditions. This collaboration not only brought the Berber collection to life, but also supported the establishment of schools in Berber communities in the Atlas Mountains - an example of design that goes beyond aesthetics and embraces social responsibility.
© Photo by Bernd Kolb
Yannick Hervy: Reflections on Design, Tradition, and Culture
How would you describe yourself in three words?
Respect, discovery, exchange.
We believe that 'hands tell stories'. What do your hands tell us about you?
My hands are my tools to tell stories through design, painting and sculpture.
What have you been creating with your hands lately?
I'm currently working on my first art design collection of large, voluminous pieces in fine fabrics. These materials embody the philosophy of my collection, which reflects society's impact on nature. If you're curious, check out my website!
What do you want to create with your hands?
I try to always keep my hands open, hold them gently and never close them.
How do you see intercultural exchange and its benefits for society?
Intercultural exchange is essential for mutual understanding. It promotes dialogue between cultures and means respect.
How did you first come into contact with Morocco?
My first trip to Marrakech was work-related - I was in charge of renovating and designing a luxury hotel in the medina.
What makes Morocco unique for you?
The hospitality, the generosity of the people and the deep trust that comes from real friendships.
© Photo by Bernd Kolb
How would you describe the "flavours of Morocco" and what's your favourite?
Spices - they are a vibrant explosion of colours and flavours!
As the designer of our Berber collection, what makes the design special to you?
It's rooted in the ancestral knowledge passed down through generations. I spent hours talking to the artisans, learning from their stories that have been passed down orally for centuries. It was like travelling back in time.
If the Berber bag could speak, what would it say to its new owner?
"You are holding in your hands a symbol of Berber cultural heritage.”
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