Diplomacy, diversity and design with Hicham Lahlou

Australia and Africa: two vast parts of the world that perhaps don’t always know much about each other. Hicham Lahlou, however, is taking an important step in changing that. The Moroccan designer (and Chevalier de l’Ordre des Arts et des Lettres de la République Française, no less) is in Australia to speak at Design Show, part of Design & Build Week 2025. Lahlou’s address is titled ‘Arab Perspectives, Global Solutions’ and will explore questions of cultural exchange through the medium of design.

The visit has been made possible with the support of the Moroccan Embassy in Australia and the Australia Arab Chamber of Commerce and Industry. “It’s an opportunity to build bridges and connect two parts of the world,” says Lahlou, who spoke to me by Zoom from Rabat just days before setting off on his first journey to Australia. “I’m not only coming from Morocco; I’m coming from a continent called Africa, and also from a region called ‘MENA’ [Middle East and North Africa].”

Talking with Lahlou, what becomes immediately clear is that he conceives of places and identities in multiple and rich ways – overlapping, interwoven and mutually enlivening. It’s this sense of strength and creativity in diversity that he will bring to Design Week 2025: “I’m always saying that difference is an opportunity to know each other, and we can become richer in our hearts and in our souls with the possibility of sharing our culture. When you are talking about design, it’s a global vision related to different groups.”

The differences between Australia and Morocco are an excellent case study, one that highlights both contrast and unexpected similarities. Lahlou sees affinities between Australia’s modern multicultural identity and Morocco’s historic and old Kindgom of more than 12 centuries place as a crossroads of varied cultural influences. Over a millennium, the profoundly consequential influence of Islamic and Arab culture from the east has mixed with Indigenous Amazigh peoples, Moors, Jews, Africans, Andalusians, Saharians, Hassanis, Mediterraneans to create a true melting pot and the plural identity of Moroccans. Then, of course, there is Europe just across the Strait of Gibraltar to the north. Morocco becomes the gateway of Africa from Tangier to Lagouira.

“You can see design in different cultures and civilisations [across Africa],” explains Lahlou, who also draws a connection with Indigenous Australia in terms of being open to varied, tolerant understandings of what design can be and do. “I’m always saying – with a lot of affection – that Africa is the mother of humanity,” he adds. 

So, if design is everywhere, then why can’t it be a medium for diplomacy? “Design is a very transversal discipline – we are using it every day, from when we wake until we sleep.  Our smart phones, computer, cup of coffee, door handles… So, design is diplomacy, it’s a tool.” Design is a lingua franca, you might say. 

Related: Venice Architecture Biennale interview

“Since I started to practise design, I started to meet diplomats – and I discovered that I have a lot of interest in diplomacy. When you are doing international design, you’re doing soft power as well,” says Lahlou. As a recent member of the SaloneSatellite Jury, he also describes Milan Design Week as another example of diplomacy and diversity in the design world. “Design is a global community,” he concludes.

Arab Perspectives, Global Solutions: 30 years solving global design problems with Hicham Lahlou will take place on Friday 13^th June at the Design Show in Melbourne. Find out more here!

Hicham Lahlou Designer
hichamlahlou.com

Design & Build Week
designandbuildweek.com.au

Listen to this podcast episode with Hassan Hajjaj