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Manifesto

We draw it. We build it. We switch it on.

Since 1999, we have been turning brand ideas into objects, spaces and moments. Today, under the name MUSK’AD.

Creativity only has value if it changes the game.

A brand is judged by what people can touch: a counter that lights up at nightfall, a stand ready when the doors open, a kiosk that makes passers-by stop.

That is why we do all three jobs at once.

  1. We draw

    Every project starts as a dimensioned plan.

    Top-down 3D render: Kia stand plan, display areas, podiums and lounge.
    3D render
    KiaKia “5-year warranty” stand (View the project)

  2. We build

    The workshop turns it into material.

    Cut-metal panel with a Moroccan pattern in the workshop, before cladding.
    01 Workshop — machinery

  3. We switch it on

    We install it, run it, and the public discovers it.

    Coca-Cola No Sugar bar counter lit up at night, with a backlit bottle and glass-door fridges, in front of a rammed-earth wall.
    Coca-ColaCoca-Cola No Sugar tasting bars (View the project)

Story

Since 1999

  1. 1999

    A 20 m² workshop

    It all starts in a 20 m² workshop. From the very first projects, bespoke is the rule and high standards are the norm.

  2. Creativity and craft

    Combining creativity and technical mastery

    The line never changes: combine creativity with technical mastery. From the first websites to today’s digital set-ups, innovation guides the work.

  3. 200+ projects

    More than 200 projects

    Trade-fair stands, retail displays, showrooms, campaigns and activations: more than 200 projects since 1999, for brands in consumer goods, beauty and luxury, automotive, technology, industry and finance.

  4. Today

    Genius Ad District becomes MUSK’AD

    The agency known as Genius Ad District becomes MUSK’AD, an independent agency. Crafts once spread across several companies are brought together in four divisions under one name: workshop, bespoke stands, 360° marketing and activation.

The name changes. The standards stay.

Values

What guides us

  1. Excellence

    Colour, construction and quantities checked by hand

    Every detail counts, from the first sketch to the last finish. On every project, colour, construction and quantities are checked by hand.

  2. Creativity

    Each idea judged by its effect on people

    The best ideas come from curiosity and the freedom to think differently. We see each one through, and judge it by its effect on people.

  3. Strategy

    Every action starts from a clear objective

    Every action starts from a clear objective: the right audience, the right message, in the right places. We analyse, we plan, then we execute with precision.

  4. Passion

    The energy of night builds and opening mornings

    It is the energy of night builds and opening mornings, and the attention we give to each of our clients. It drives us to give our best on every project.

  5. Integrity

    We deliver what we promised

    We keep our commitments and deliver what we promised. Our relationships rest on transparency, respect and shared goals.

Method

Nine steps, one project manager

From the first meeting to the results, the same method on every project: we draw it, we build it, we switch it on.

  1. We draw it

    1. 01

      Consulting

      Immersion · analysis · specifications

      Understanding your brand, your objectives and your constraints: immersion in your culture, analysis of the situation, then the specifications, working with you one-to-one or team-to-team.

    2. 02

      Design

      Creative concepts · budget · realistic 3D render

      Giving the idea shape: creative concepts, dimensioned plans and a realistic 3D render. Budget, venue, product and audience count from the very first sketch.

  2. We build it

    1. 03

      Engineering

      Materials · technical drawings · prototypes

      Choice of materials, technical drawings and prototypes, turned around quickly thanks to our own production unit.

    2. 04

      Fabrication

      CNC machining · paint · metalwork · printing

      In the workshop: 5-axis CNC machining, paint matched to your colour code, metalwork and large-format printing.

    3. 05

      Inspection

      Colour · construction · quantities

      Colour, construction and quantities are checked by hand; a stand can be dry-assembled in the workshop and signed off before it leaves.

  3. We switch it on

    1. 06

      Logistics

      Loading · delivery

      Parts packed and loaded at the workshop, by day or by night, then delivered all the way to the venue: trade fair, shopping centre, outdoors.

    2. 07

      Installation

      On-site build

      On-site build, often at night while the venue is closed to the public.

    3. 08

      Event management

      Team · sound · lighting

      On site throughout the event, with our team and our network of sound and lighting technicians.

    4. 09

      Results

      Dismantling · debrief · continuous improvement

      Dismantling after the event, often overnight, then a debrief and key figures shared with you: each project feeds the next.

In figures

  • 1999

    Where it all starts

  • 200+

    projects since 1999

  • 20 m²

    Our first workshop, in 1999

  • 4

    divisions, one name

Let’s write the next chapter

Let’s talk about your project

Or write to uscontact@muskad.ma