Doha Design District Presents “Designed to Last”, a Landmark Fashion Exhibition by Award-Winning Moroccan Designer Artsi Ifrah
A fashion exhibition exploring longevity through craftsmanship and cultural memory opens to the public on 28 October and runs until 5 November 2026
Doha Design District, powered by Msheireb Properties, will present Designed to Last, an exhibition exploring longevity in fashion – shaped not only by how a piece is made, but by the meaning it carries.
The exhibition opens to the public on 28 October in the Doha Design District’s main atrium at Msheireb Downtown Doha, and runs until 5 November 2026. The exhibition brings to Doha the work of Artsi Ifrah, founder and Creative Director of the Marrakech-based cultural house Maison ARTC. The exhibition is complemented by a visitor engaging live activation and a public programme of talks, taking place from 28 October to 3 November.
“Designed to Last invites our visitors to slow down and consider what makes something worth keeping,” said Dana Kazic, Director of Doha Design District. “Artsi Ifrah’s work demonstrates how fashion can carry memory, heritage and craftsmanship. We are proud to offer Doha’s creative community, and everyone who appreciates design, the opportunity to experience his work, hear from the people behind it and take part in the creative process.”
In an age of fast fashion and ever-changing trends, the exhibition asks why we value certain pieces and what makes them worth keeping. Ifrah responds through thirteen one-of-a-kind Maison ARTC looks, created and styled by him, alongside a series of his photographic works. Drawing on cultural heritage, craftsmanship and personal experience, his work brings cultural references and memories into the present, allowing them to acquire new meaning. His guiding principle is that culture is not static: We Move Culture. We Are Culture.
Artsi Ifrah is a Moroccan designer and the founder, CEO and Creative Director of Maison ARTC, a Marrakech-based culture house that creates one-of-a-kind fashion pieces and photography that bridge Moroccan heritage with a modern artistic vision. His work was recognised with the Fashion Trust Arabia Award in 2022 and has been exhibited internationally, including at the Victoria and Albert Museum in London and 10 Corso Como in Milan.
The programme begins on the evening of 27 October with an invitation-only opening, during which Ifrah will give an artist talk at 8 pm He will present his artistic approach, creative process and the philosophy behind his work.
Drawing from Maison ARTC artistic practice, The Cutting Studio will bring its expertise into the exhibition through a live atelier featuring cultural embroidery and draping demonstrations offering participants an opportunity to explore garment construction and professional fashion techniques. Enrollment will be available upon registration.
Becoming part of the exhibition space through 28 and 29 October from 3 pm to 8 pm, the embroidery activation invites visitors to contribute a word or symbol in response to the question, “What does culture mean to you?”, which will be embroidered into a collaborative artwork. This participatory process explores embroidery as a medium for expressing identity, preserving meaning and connecting individual stories.
On 28 October at 4 pm, Sada will host The Stories We Wear, a panel exploring how garments become carriers of memory, identity and personal narratives. Ifrah will be joined by Dr Tara Desjardins, Senior Curator at Qatar Museums, and Innas Soufan, the founder of Arias The Label, to explore the topic.
On 3 November at 4 pm, also at Sada, Designed to Last: A Designer’s Perspective will bring together three Qatari designers: Abdulrahman Al Hamad, Founder and Creative Director, The Project, Saadia Khabab, Fashion Designer and Costume Designer, and Samah Sulyman, Fashion Designer, founder of DENIM. They will reflect on what “designed to last” means within their own practices.
Through Designed to Last, Doha Design District aims to strengthen its position as a platform for contemporary fashion and design, increase footfall and visibility, provide a stage for local and regional designers, and promote an innovative and conscious approach to fashion.
Members of the public are invited to register and attend. Visitors can also take home postcards featuring his photography. The exhibition will be open from 28 October to 5 November in the DDD main atrium at Msheireb Downtown Doha. The live draping sessions are free, but registration is required. To register, visit www.ddd.com.qa
