Morning Mogador: shared working, just behind the department stores.

Morning Mogador opened its doors at the end of January 2023, in the buzzing 9th arrondissement of Paris, a stone's throw from the department stores and the Opéra Garnier.
The designer draws her inspiration from Mogador (the Portuguese name for Essaouira) on the west coast of Morocco.
To fit out Morning Mogador, the interior designer in charge of the project drew on the warm colours and terracotta tones so characteristic of the town. Orientalism, organic frescoes and eco-friendly materials.
Jiangman Wu, interior designer at Morning, describes her inspirations.

A touch of Essaouira,
Within a Haussmann-era gem restored by Axel Schoenert

The neighbourhood is bounded by boulevard Haussmann, rue Saint-Lazare and rue de la Chaussée d'Antin.

A building tucked away in the 9th arrondissement

Morning Mogador is located in the 9th arrondissement, one of the most dynamic in Paris. The building – restored by Axel Schoenert, just like the Morning Trocadéro building – enjoys an exceptional setting in pure Haussmann style, adorned with a grand cupola and freestone staircases. 

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The neighbourhood has a high concentration of head offices, companies and start-ups. Google, Facebook, Criteo, Publicis and Dailymotion have all chosen to set up here. The area has little to envy the Silicon Sentier of the 3rd arrondissement. (On this subject, read: "Silicon Sentier: an economic and historic hub of Paris")

A street whose architecture bears the mark of Orientalism

Orientalism is an artistic and cultural movement that emerged in Europe in the 19th century, marked by a fascination with the art, culture and traditions of the countries of the East. This fascination influenced many artistic fields, architecture among them.

On rue de Mogador, the emblematic theatre of the same name bears witness to that late-19th-century style. Inaugurated in 1913, it boasts a richly ornate façade with pointed arches and geometric motifs. These details echo Moorish architecture, in reference to Andalusian architecture under Arab rule in the Middle Ages.
Another example on the same street stands at number 14. Built in 1895, it features a façade of floral and geometric motifs inspired by Islamic art. Lastly, the building at number 3 also boasts a façade with arabesque and star motifs, along with a wrought-iron balcony.

Oriental inspirations blended into a modern whole,
All within a more sustainable space!

The interior designer was keen to contrast the look of the space with rawer materials (brick, concrete, recycled plastic). These (innovative) materials are also intended to make the space more eco-friendly.

Architectural choices that pay tribute to the street's history

The building sports the architectural details described above. Inside, the designer incorporated so-called "raw and innovative" materials and eco-friendly furniture – typical of Morning spaces.
To set up a contrast with the warm colours and terracotta tones, Jiangman Wu dressed the space with French recycled plastic from The Good Plastic Company, polished concrete and naturally toned bricks. She explains: “With its sharp angles, the coffee bar in polished concrete and recycled plastic brings a more geometric dimension to a space defined by curves. The polished-concrete arches, for their part, bring volume and depth to a relatively small space”.

The columns are characteristic of the building's late-19th-century architecture. The interior designer used them to accentuate the volume of the ground floor. “The columns are scattered throughout the space. I wanted to decorate them to show them off, with motifs that echo the space's soft colour palette and the wall frescoes”, says Jiangman.

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Bespoke creations

Laura Valente – art director at Morning – created a three-dimensional wall fresco for the ground floor of the space. “In keeping with this idea of bringing depth to the space, I wanted to create the fresco in two stages. The first layer of the fresco, also known as the “organic fresco”, is made purely of paint. It serves to lay the base for adding the reliefs in a second stage”, Laura explains. She goes on: “In a second stage, I covered the first layer with different textures to vary the materials. Alternating between rounded and more geometric shapes echoes Jiangman's architectural choices”.

The frescoes on the columns and those on the table legs are inspired by the motifs of Tosco, a Portuguese artist. Laura had already worked with Tosco on the design of the reception and coffee bar at Morning Concorde. “She is an expert at creating different textures around paint on cylindrical surfaces, particularly on columns and table legs”, Laura points out. The whole thing echoes the fresco on cylindrical surfaces, closer to the ground.

Innovative materials and sustainable furniture

The fit-out and impact teams make a point of eco-designing the spaces. The designer took the decision to keep many pre-existing features, such as the solid parquet flooring on the upper floors (excluding the ground floor).
On the furniture side, the Morning team was keen to bring in 14 bistro tables with tops and bases made from recycled badminton shuttlecocks by Compo'plume, one of the 5 projects selected by the Accelerator. A Pli table with a recycled-plastic top from our partner The Good Plastic Company and the rest of the Morning eco-designed furniture range (communal tables, round table, Trocadéro table, desks, etc.) round out the space. As for the recycled-plastic coffee bar from The Good Plastic Company, it is custom-made by our cabinetmakers in the Gallieni workshop!
At Morning Mogador, 8 televisions come from reuse, as does a fridge-freezer. It's worth noting that the space is signed for 9 years, which further reduces the impact of the works!

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