Discover the artist within


Mapping Memory Routes of Moroccan Communities is an arts and heritage project produced by ALDATERRA Projects with the support of the Heritage Lottery Fund in collaboration with Al-Hasaniya Moroccan Women’s Project, Making Communities Work and Grow (MCWG), Goldfinger Factory, Politecnico di Milano, and Queen Mary, University of London.

Between May 2016 and March 2017 the artistic director, Alda Terracciano, engaged members of the Moroccan community in West London with the aim of exploring the local Moroccan living heritage through a series of memory sessions focused on the cultural memories of people’s everyday life.

These memories are shared through the installation Zelige Door on Golborne Road, a digital interactive sensorial map of Golborne Road (also known as Little Morocco), which includes physical objects related to various aspects of Moroccan culture, each requiring a different sense to be experienced (smell, taste, sight, hearing, touch).

Augmented Reality (AR) and innovative olfactory technologies have been used to superimpose pre-recorded video material and smells, sourced from people of Moroccan descent living, working or visiting Golborne Road, to the objects on the map. As a result, the neighbourhood is represented as a living museum of cultural memories expressed in the form of artefacts, sensory stimulation and narratives of citizens from the area.

The installation was previewed at Rich Mix on 3 March 2017.

And shared with members of the community at MCWG  on 24 March 2017.

Please find a short video of the launch event at Rich Mix below.

More about the project

Mapping Memory Routes of Moroccan Communities represents a creative response to the increasing gentrification of Golborne Road, which means that many Moroccan families and businesses are slowly leaving the place and memories of their contributions to making this one of the most culturally vibrant areas of London risks of getting lost. In this respect, the project aims to create a space for directly involving communities, as carriers of a rich cultural heritage, into revealing the tacit cultural ‘areas’ within the fabric of the city, the utopic city within the city, offering at the same time rich insights on how to design and develop urban interventions that improve everyday life in an informed and democratic way.

Finally, working closely with Moroccan and Muslim communities aims to awaken a critical understanding of current cultural stereotypes, stimulating participants and wider audiences to re-evaluate our interconnected histories on both sides of the Mediterranean at a time of conflict and political instability.  For this reason the digital device and physical model of Golborne Road can be used in other geographical areas and social settings as a catalyst for community participation to stimulate public responses to the digital/physical interface and associated storytelling, adding new material to the web portal that we aim to developed.

Forthcoming presentations

Heritage Lottery Fund