How a Virgin Hotels collaboration is helping revive Moroccan craftsmanship

When guests step into the newly redesigned suites at Virgin Hotels London-Shoreditch, they'll discover beautiful, handcrafted textiles and décor inspired by Morocco's rich cultural heritage.

And behind every woven textile and carved wooden piece lies a story that goes far beyond design.

The collection is the result of a collaboration between Virgin Hotels Collection and the Eve Branson Foundation (EBF), a non-profit founded by Eve Branson in 2005 to create sustainable livelihoods for communities living in the villages surrounding Kasbah Tamadot in the High Atlas Mountains.

EBF supports local communities through programmes focused on education, healthcare, environmental initiatives and artisan training. At the heart of EBFs work is a commitment to preserving traditional craftsmanship and creating economic opportunities for local women and men. For the Virgin Hotels Collection design team, partnering with EBF offered an opportunity to bring authentic craftsmanship into the hotel's redesign.

"Partnering with the Eve Branson Foundation has allowed us to showcase exceptional craftsmanship while supporting meaningful livelihoods," says David Monson, General Manager at Virgin Hotels London-Shoreditch.

Beautiful design should tell a story, and these handcrafted pieces bring authenticity, purpose and a human touch into every suite.

The pieces featured throughout the hotel were created by artisans working in EBF's weaving centre in Tamgounssi and woodworking programme in Tansghart. Inspired by the colours, patterns and motifs that have been passed down through generations of Amazigh communities, each item blends traditional techniques with contemporary design.

Virgin Hotels London-Shoreditch

Following the devastating earthquake that struck Morocco in 2023, many artisans across the region found themselves unable to return to work, workshops were damaged, supply chains were disrupted, and for many families vital sources of income disappeared overnight.

The Virgin Hotels Collection team worked closely with EBF to create a substantial bespoke order for the London-Shoreditch refurbishment. "We knew that if we could create a large order with a long lead time, we could help get people back to work," explains Leanbh Collins, Global Head of Sustainability at Virgin Hotels Collection. "We placed an order with the craft centre not just because we love their work, but because we saw an opportunity to make a real difference."

Supporting artisan livelihoods helps preserve centuries-old craft traditions, ensuring valuable cultural knowledge is passed on to future generations so for Fatima Imni, EBF Shop Supervisor, the impact has been deeply personal.

"Craftmaking is a way of expressing my Amazigh identity and telling a story. It has helped me change my life for the better."

Virgin Hotels London-Shoreditch

The collaboration reflects the power of bringing different parts of the Virgin family together to create lasting positive impact. This is part of a wider commitment across Virgin businesses to support communities, celebrate culture and use purchasing decisions as a force for good.

EBF's artisans have also created pieces for several Virgin Limited Edition properties, including Kasbah Tamadot, Son Bunyola, Mahali Mzuri, and Ulusaba, demonstrating how thoughtful sourcing can support livelihoods while celebrating local heritage.