The Art of Amal Benayad : Building Worlds of Emotion
There are artists who design visuals — and then there are those who build entire universes. Moroccan scenographer and costume designer Amal Benayad belongs to the latter. Her work transcends aesthetics to become pure storytelling, shaping spaces and silhouettes that breathe emotion, identity, and memory.
Amal’s creative journey began with the delicate discipline of Fine Arts, a foundation that rooted her in form, color, and the emotional texture of design. After earning her baccalaureate, she joined the Higher Institute of Dramatic Art and Cultural Animation (ISADAC) in Rabat — a place where stagecraft meets philosophy. There, she discovered theatre not only as a performance but as a living organism of art: scenography, costume, sound, and story, all intertwined.
Over four intense years of study, Amal absorbed every discipline of theatre before specializing in scenography. Her curiosity led her through workshops with international professionals, where she explored architecture, light, costume, and narrative design. “Each experience,” she says, “has allowed me to shape a versatile artistic vision, rooted in both technical mastery and emotional truth.”
What first drew her into the world of scenography wasn’t only design itself, but the human element
the way people express individuality through space and style. For Amal, every room, every stage, every costume tells a story of identity. “It amazed me how each person builds their own world with a unique sense of harmony,” she reflects. “I wanted to capture that essence, and give it form.”
Her work exists at the intersection of fine arts, performance, and fashion, creating ephemeral moments that awaken emotion — moments that remind people of something buried deep, or reveal a feeling they didn’t know they still carried.
When asked about her creative philosophy, Amal smiles. “It starts with a beautiful chaos,” she says. “A firework of ideas and possibilities. But it always leads back to something simple — creating something meaningful, functional, and harmonious.” Her art direction is never about excess. It’s about intention. Every line, fabric, and light source carries purpose.
To her, inspiration is endless and fluid.
“I love meeting people, listening to them, seeing them — not just looking,” she says. “Over time, I’ve collected a vast archive of emotional and visual memories. Those fragments guide me.”That human-centered approach defines her projects. Whether she’s designing stage sets for theatrical productions, directing visuals for brands, or crafting costumes for Moroccan artists like Manal Benchlikha, Don Bigg, Dizzy Dross, or Jaylann, Amal brings the same sensitivity: a desire to make the invisible visible.
Each project, she says, is a new birth. “Every creation carries emotion, knowledge, and shared energy.” Working in fiction — whether for film, theatre, or television — allows her to travel through time and space. On stage, she experiences the present moment as something raw and sacred: an intense, ephemeral connection between art and audience.
Her journey has also led her to international stages, where she represented Morocco with pride. Designing for monumental events like the opening ceremony of the Club World Cup (Mondialito 2023) and CAN 2025 was both a creative and emotional milestone. “Being seen by millions of spectators, carrying the identity of my country — it’s a profound feeling,” she says.
Collaboration sits at the heart of Amal’s process.
Her artistic direction relies on deep listening and empathy. “Understanding identity is key,” she explains. “Before developing any visual concept, I spend time understanding the artist’s persona, the brand’s values, and the project’s message.”
Her role, she says, is not to impose an aesthetic but to translate someone’s soul into a visual experience. “My vision is a bridge — connecting the identity of the artist or brand to their audience.”
To Amal, scenography establishes emotion before a single word is spoken. It evokes nostalgia, fantasy, or wonder. “Costumes act as a narrative’s skin,” she says. “They tell who the characters are — their status, their emotions — long before the dialogue begins.” Together, scenography and costume design create an immersive emotional language.
What Amal hopes audiences take away from her work is simple yet profound: to feel something real. “I want them to be transported — not just to watch, but to live the story. To leave with a memory that feels handmade, authentic, human.”
In every piece she touches, there’s evidence of care: a devotion to craft, storytelling, and emotion. Amal Benayad doesn’t just create stages — she builds worlds where beauty and truth coexist, reminding us that art’s greatest power lies not in what we see, but in what we feel.
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