IN THE PRESS 🗞️ | NATAAL

Hitching a magical ride across Marrakech with Sophia Kacimi on a Zoubida tuk-tuk

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“I lived a unique experience that I will remember all my life,” says Mohamad, an artisan from Fes whose delightful handiwork now adorns four fantastical tuk-tuks that race around Marrakech. Created by the Zoubida team, and festooned with everything from feather dusters to footballs, these pimped up taxis celebrate their disabled drivers – and became the most stylish form of transport for guests of 1-54 Marrakech 2025.

“Shuttling between La Mamounia and DaDa in the charming Zoubida tuk-tuk was pure joy, adding to the magic of the experience,” adds Sunny Dolat, Nataal’s editor at large who hitched a ride from one art fair venue to the next. Meanwhile photographer Osama Ahdi hopped on board to document the entire project. “Seeing how clashing and beautiful these tuk-tuks were going around the city centre really reflects the humanity of Zoubida,” Ahdi muses. “It’s true,” agrees Nataal’s SWANA editor, Miriam Bouteba, “the Zoubida tuk-tuk activation really spoke to the beating heart of this colourful brand, as well as its warm and welcoming family of collaborators.”

We pulled up alongside Sophia Kacimi, the French-Moroccan creative behind Zoubida, to discuss the ways in which she centres human connection and community through each of her craft-driven activations.

Creative direction Sophia Kacimi
Photography Osama Ahdi
Production Abdellah Kacim, Mohamed Lhayfi, Hiba Ait Elghassal, Zak Timol
Tuk-tuk drivers Rachida, Zakiya, Athman, Fares
Consultancy Asoni Haus
Words Helen Jennings
Published on 17/02/2025