Khalida Toukkani

Founded by Khalida Toukkani, Maison Tóukkani is a poetic expression of modern craft, where form, soul and story converge in quiet harmony. The Maison exists as a dialogue between cultures, disciplines and design philosophies, grounded in a shared reverence for the handmade.

The Maison is a devotion to excellence, each rug is designed in-house, produced within their own artisan-led workshops in Morocco and woven using Maison Tóukkani’s signature processes, each refined to ensure both longevity and authentic craftsmanship that define each piece.

At the heart of Maison Tóukkani is a constellation of minds moving in harmony, a thoughtful collective led by Khalida Toukkani and a women-led design team, spanning New York, Milan, and the Swiss showroom, whose creative vision is both instinctive and precise.

Maison Tóukkani is not fast. It is not loud. It is a slow unfolding, a Maison rooted in process, presence and profound beauty.

We talked to Khalida to learn more about the vision, values, and quiet conviction behind Maison Tóukkani.

When you were a kid, what did you dream of becoming? Did any of those childhood ambitions lead you to where you are today? 

As a kid, whenever someone asked what I wanted to be when I grew up, I’d proudly say, “A drawer.” I was always sketching. It was my little escape, a safe space where I felt most like myself. I’ve taken a lot of different paths since then and tried out various careers, but somehow, life brought me full circle. Now, I get to draw for a living and for others, and it feels like coming home.

How did you get your Maison started?

After working as an executive in Paris in a male-dominated industry, I decided to move to Switzerland to start a family. Life shifted completely after having three babies close together and I found myself longing to reconnect with the outside world. Going back to a corporate role wasn’t an option anymore. My priorities had changed.

As a naturally creative and hands-on person, I opened a crafting space for women. That was my first step into entrepreneurship and it was an incredible experience. From the start, it felt clear, that working with women was exactly where I was meant to be. But there was still something missing. I was longing for a deeper connection to my Moroccan roots.

That’s how Maison Tóukkani was born in 2019. What began as a simple rug-selling business has grown into something much more meaningful. Today, we are a design house that creates custom rugs and wall art for beautiful, thoughtful spaces, weaving together heritage, craftsmanship and modern design.

Is there a particular craft tradition, designer, or material that deeply inspires you? How has it influenced your approach to furniture design?

Our heritage wool is truly at the heart of Maison Tóukkani, both in concept and in craftsmanship. It’s a noble material that brings warmth, softness, and comfort to any space.

We use our signature wool, ethically sourced from live sheep, which makes it exceptionally soft yet durable. The sheep are well cared for and remain alive, a practice rooted in respect for nature and tradition.

In Moroccan culture, wool carries a sacred meaning. It’s more than just a material, it’s a symbol of care and protection. Woolen gifts, rugs and blankets are often given on meaningful occasions such as weddings or the birth of a child. They’re believed to bring peace, warmth and blessings into the home.

How would you describe your design philosophy? Has it changed over time?

My design philosophy has always been guided by the same question, “How can I create a Moroccan rug using ancestral craftsmanship, but without relying on traditional Moroccan design codes?” I’ve always wanted to bring a sense of modernity and sophistication to this ancient art, to honour its roots while making it feel fresh and different.

I wanted my designs and craftsmanship to stand out, to be recognized not by repeating what’s already been done, but by offering something new. I was honestly tired of seeing the same white Moroccan rugs with black lines everywhere. We are capable of so much more, especially when tradition is paired with vision, thoughtful guidance and modern sensibilities.

Tell us about your workshop or studio: How does your environment influence your creative process and craftsmanship?

Maison Tóukkani is a Swiss-based company and let me tell you, Swiss customers are incredibly demanding (in the best way!). After all, this is the country that makes the world’s finest watches. It’s all about quality, precision and attention to detail. I knew I had to bring that same level of excellence into our own industry.

Blending the bold, joyful spirit of Morocco with the refined expectations of Switzerland wasn’t easy. It pushed me to rethink and improve our processes in our Moroccan workshop. But this challenge helped shape Maison Tóukkani into what it is today, a brand rooted in Moroccan heritage, elevated by Swiss sophistication.

We’re proud to welcome our Swiss clients into our studio near Zurich and we also connect with our international clients through virtual meetings and travel bringing our creative world to yours, wherever you are.

Which piece or project are you most proud of, and what makes it special to you?

One of the projects I’m most proud of is Common House NEW ORLEANS, a vibrant social club designed by the incredibly talented architect Joseph Joshua Charles. This project had everything I love, colour, creativity and a strong sense of community.

I met Joshua at ICFF 2023, where he was searching for artistic acoustic solutions. We instantly connected, and that’s how this beautiful collaboration began. I designed large-scale wool wall art panels to reduce sound bounce throughout the space, merging function with bold, expressive design.

One of the standout pieces is a giant Pelican, made entirely of wool, that now greets every guest as they enter. It’s playful and symbolic and sets the tone for the whole experience.

What made this project truly special is that I was given the freedom to be fully myself and that, as any designer will tell you, is the greatest gift. To my delight, the pieces became so loved that they now appear in nearly every wedding photo taken at the venue couples often use them as a backdrop. Knowing that my work is part of those joyful moments makes me even happier.

What are you currently working on? Are there any exciting pieces in progress?

We’re currently co-designing a collection with an amazing architect from Brazil and it’s a project that truly excites us. This collaboration is all about blending Brazilian artistry with Moroccan craftsmanship, a creative meeting point between two deeply vibrant cultures.

But it’s more than just a design partnership, it’s a human connection. We share the same vision, values and a deep respect for tradition and innovation. Working together feels natural and inspiring.

At the same time, we’re also developing some exciting new acoustic design projects in partnership with other creatives. We’re really looking forward to sharing more about those very soon!

What’s next for you?

Any upcoming projects, collaborations, or aspirations you would like to share? I’m currently working on what I believe will be the project of my career. About a year ago, I decided to dive even deeper into the process by taking ownership of our manufacturing. Today, we’re incredibly proud to have the entire production process under the Maison Tóukkani umbrella.

We’ve recently acquired 2 hectares of land to build a larger, purpose-driven manufacturing space that truly reflects the ethos and aesthetic of Maison Tóukkani. This new space will be more than just a workshop, it will be a sanctuary, a safe and peaceful environment for our weavers and a welcoming space for our clients and partners.

The landscape here is absolutely breathtaking, the kindness of the people is overwhelming and the food… I honestly don’t have the words to do it justice.

To discover more, visit Maison Tóukkani and follow maison_toukkani on Instagram.

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