Paradigms 2025 starts from Marrakesh, not as a theme, but as a source. The identity builds its colour palette from the city itself: pigments, architecture, light, shadow and materiality.

From that origin, we designed a strict and contemporary visual language based on a single principle: the square. Every pattern is constructed exclusively through modular squares, following clear rules of symmetry and balance.

The result is a warm yet rigorous visual system. A flexible framework that provides the team with the tools to design across spatial applications, print and digital programmes, while also establishing motion behaviours that translate the system into movement with the same level of control and coherence.