Emma & Samir – Weaving Moroccan Magic

Emma, founder and visionary curator, travels to Amazigh communities to source rare carpets, treasures, and materials, designing immersive spaces like Riad Zamzam and Sahara Camp Adounia. Samir, master craftsman and installer, transforms each vision into reality, handcrafting tents, sun sails, and bespoke interiors with unmatched precision.

Together, they create living stories in space—for luxury hotels, boutique shops, films, private estates, and award-winning museum installations—where every thread, every texture, and every detail celebrates the timeless elegance and spirit of Morocco.

Emma – Founder, Curator & Creative Vision

Emma was born in Uganda and raised in Nigeria, a background that sparked her lifelong love of Africa and its extraordinary cultures. Before immersing herself in the world of Moroccan treasures, she worked as Communications Manager at KPMG on Fleet Street and later as a project director for WPP, collaborating with global clients across media, luxury, and design.

As founder of Sahara Camp Adounia, Emma envisioned a desert oasis where heritage craft, luxury, and immersive experience converge. She has spent over two decades curating and sharing the beauty of Moroccan carpets and treasures, sourcing rare pieces directly from Amazigh communities in the Middle Atlas and High Atlas Mountains. Long before vintage Beni Ourain rugs graced global design spaces, Emma was introducing them online, recognizing their timeless charm and cultural authenticity.

Emma’s design expertise extends beyond curation to full interior design, most notably in the complete transformation of Riad Zamzam in the Marrakech Medina. There, she wove traditional textiles, architectural details, and bespoke furnishings into a cohesive space that celebrates Moroccan heritage with elegant contemporary sensibilities.

Having lived in Marrakech for 21 years, Emma has developed intimate knowledge of Morocco’s hidden gems, cultivating close relationships with trusted Amazigh artisans and communities. With an impeccable eye for proportion, color, texture, and narrative, she blends culture, artistry, and history into every project and treasure she curates.

Samir – Master of Production, Logistics & Installation

Samir, a rare blend of Amazigh and Sahrawi heritage, joined Emma when Sahara Camp Adounia was founded, becoming the artisan and engineer who brings her vision to life. He is the first person brought onto a project, assessing the site to determine the size, placement, and configuration of every tent, sun sail, and structural installation.

From sourcing materials to handcrafting and installing, Samir executes every detail with flawless precision. His installation skills are unmatched — working like a machine — and essential to realizing ambitious concepts in the Sahara, luxury resorts, boutique hotels, films, and private estates.

Born in M’hamid, the “last desert town of the Sahara,” Samir carries deep cultural knowledge and desert expertise, blending traditional craftsmanship with contemporary design. Fluent in Arabic, English, Berber, Tamashek, and Hassani, he brings heritage, skill, and artistry to every project.

Working seamlessly with Emma, Samir transforms her vision into reality. Together, they are yin and yang — where curation meets production and design meets execution — creating immersive, luxurious, and authentically Moroccan experiences.

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