Story 01. Ismail Zaidy
From a Rooftop in Marrakech to Times Square: The Vision of Ismail Zaidy
Art is often perceived as an exclusive domain, reserved for those with access to elite institutions, expensive equipment, and established networks. Yet, Ismail Zaidy—known as L4artiste—defies these conventions. A self-taught Moroccan photographer and visual artist, Zaidy constructs entire visual narratives from the most intimate of spaces: the rooftop of his family home in Marrakech. His work, a delicate interplay between minimalism, abstraction, and cultural storytelling, is rooted in the personal and the familial, transforming everyday environments into poetic landscapes of color and emotion.
Studio Saada: A Creative Playground
Zaidy’s artistic journey began in 2017 with a Samsung Galaxy S5, a device not often associated with fine art photography. Yet, in his hands, it became an instrument of introspection. Without formal training, he developed his own visual language. His brother Othmane and sister Fatima Ezzahra became integral to this process, not just as subjects but as active collaborators. Together, they converted their rooftop into Studio Saada (meaning “happiness” in Arabic). Here, against the backdrop of Marrakech’s skyline, Zaidy experimented with light, form, and movement, using fabric as both a compositional tool and a metaphor for emotion.
The launch of 3aila (Arabic for “family”) in 2018 marked a pivotal moment in his practice. This project was a deeply personal reflection on identity, tradition, and the evolving role of family in contemporary Moroccan culture. The textiles in his compositions, sourced by his supportive mother, are more than just props— they breathe life into his work, representing memory, movement, and emotion.
The Language of Emotion
Zaidy’s photography is not about technical perfection; it is about feeling. His images resist easy categorization, existing somewhere between documentary and dreamscape. They capture what words often fail to express: the weight of nostalgia, the tenderness of kinship, the quiet strength of introspection. His compositions embrace abstraction, using negative space and carefully orchestrated color palettes to evoke an emotional response rather than a literal interpretation.
His first solo exhibition, 3aila, held in 2020 at Riad Yima—the creative hub of Moroccan artist Hassan Hajjaj—marked a major turning point. It was the moment his work transitioned from Instagram to the international art scene, proving that digital-born artists could transcend the screen.
Expanding Horizons
Since then, Zaidy’s art has traveled far beyond the rooftop where it all began. His work has been showcased at 1-54 Art Fair Marrakech, Zona Maco Mexico, Photo London, Vogue Photo Festival, and Photo Basel. Big brands quickly took notice. His collaborations with brands such as Vogue, Adobe, IKEA, GQ, Apple, Instagram, Porsche, Farfetch and Financial Times have solidified his reputation as one of Morocco’s most exciting contemporary artists. In 2021, he won the International Prize for Contemporary African Photography, a moment that cemented his place in the global art world.
Yet, for all his global recognition, Zaidy remains rooted to his beginnings. His work continues to draw from the rooftop that first inspired him, from the family that nurtured his vision, and from the cultural landscape that shaped his perspective. His story is not just about artistic success; it is about the power of resourcefulness, the importance of community, and the limitless possibilities of storytelling.
