PORTRAIT OF AN ICONOCLASTIC AND INCLASSABLE DESIGNER-ARTIST
Born in Rabat in 1955 from a happy blend of France and Morocco, Jonathan Amar is one of the first designers to export Moroccan craftsmanship abroad. His eclectic journey, stemming from both shores of the Mediterranean and enriched by his travels around the world, undoubtedly makes him one of the most unique designer-creators of his generation.
As a precursor to the Baroque New Age and Ethno-Chic movements, he creates spaces where exceptional décor is essential. Indeed, his talent lies in merging diverse - even disparate - elements into unprecedented aesthetic wholes. His distinctive style has spawned movements adopted by numerous artists and decorators, thanks to his ability to integrate projects of all kinds with a strong cultural awareness and mastery of lighting effects.
In 1985, at just 30 years old, Hubert Boukobza entrusted him with the artistic direction of the Bains Douches. This venue was a true institution of Parisian nightlife, a meeting place for the international social and artistic elite, ranking among the top ten most famous establishments worldwide. It was frequented by figures such as David Bowie, Coluche, Mick Jagger, Iggy Pop, Madonna, as well as international models and cinema legends. This melting pot made the Bains the most famous place on the planet.
In 1988, the general public truly discovered J. AMAR when he undertook the renovation of the Deligny pool, followed by the celebrated "Palace" in 1990. A high point for Parisian fashion, cinema, and celebrities, it hosted Andy Warhol, Jean-Paul Goude, Karl Lagerfeld, Christian Louboutin, and Yves Saint Laurent, among others. All sought that elusive magic and glamour that pervaded the baroque decor. The Palace became a myth, a symbol of the 1980s, and a reference for night owls and extravagant parties. That same year, he was also entrusted with the renovation of the "Bains".
In 1989, he founded his design and interior architecture agency "Amar Studio". He designs and creates decorative furniture lines, lighting, and various objects inspired by Oriental, Moorish, or Andalusian influences, which he publishes under the brand "Fata Morgana". In 1993, it also became an art and design gallery.
Some of his creations have become legendary. His work highlights the ancestral know-how of Moroccan artisans skilled in traditional techniques, with whom he collaborates across various fields. Engraving, sculpture of reliefs and materials; he is one of the few designers to draw, conceive, produce, and publish his pieces or lines of objects/furniture.
Throughout these years, he also became a staunch advocate for Moroccan art, culture, and craftsmanship. He is passionate about promoting this expertise worldwide. He organizes and presents numerous exhibitions, supported by His Majesty Hassan II's private advisor, Mr. André Azoulay, and under the High Patronage of Princess Lalla Hasna, for whom he designed offices. Through these invaluable supports, he enhances Morocco's prestigious image, valorizing arts and culture, working tirelessly in perfect harmony with Moroccan artisans.
Throughout the 1990s and 2000s, Jonathan Amar's career flourished, marking significant artistic milestones and affirming his success. In 1992, he embarked on the "Bains Miami" project and took charge of the iconic "Queen" club in Paris. The following year, he unveiled "Strand Miami" and redesigned the restaurant at "Bains Paris."
From 1994 to 2000, the Bertrand Group entrusted him with numerous landmark projects, transforming various venues into legendary establishments. His extensive travels enriched his creative vision and influenced his collaborations, which continued to evolve over more than a decade.
In 1999, he launched "Comptoir Darna" in Marrakech, swiftly establishing it as a cultural hub beloved by both locals and royalty. His 2000 creation, "Tanjia" for David and Cathy Guetta, epitomized a modern Riad blending Oriental charm with Medina-inspired aesthetics, drawing celebrities and tastemakers alike.
By 2001, Jonathan's portfolio expanded globally with "Nobu," a sleek homage to Japanese design for renowned chef Nobu Matsuhisa and Robert De Niro. This marked the onset of his influential Asian-inspired phase, echoed in projects like "Tsé" in Paris XVI, adorned with antique screens and Tibetan furnishings.
In 2005, he inaugurated "Fata Morgana," a 300 m² showroom in a former artist's studio, showcasing his architectural achievements and curated collections from around the world. Reflecting his enduring passion for design, the space captured a Bohemian-Chic ambiance resonant with seventies flair, setting new trends.
From 2008 to 2010, Jonathan ventured into Moscow, spearheading private projects and crafting exclusive venues such as "L'Opium" by JM Cosniau. His ventures in Seoul during 2011–2012 introduced innovative concepts like "Paris-Croissant" and "Queens Park," highlighting his adaptability and global influence.
Acquiring Paris's Comptoir Darna in 2011 underscored his commitment to sustainability, pioneering one of the city's first organic dining experiences. Overseas, "L'Aroma Café" in Bahrain (2013) and the revitalization of London's iconic "Sketch" (2014) further solidified his international acclaim. Throughout these years, Jonathan focused exclusively on bespoke projects, continuing to shape the landscape of global design.
In 2015, Jonathan Amar, a lifelong cyclist, decided to expand his expertise into everyday objects. Amar Cycles are vintage bicycles of exceptional quality meticulously disassembled and hand-rebuilt. Preserving the most noble vintage parts, each bike undergoes meticulous restoration and reconstruction with new elements using artisanal techniques such as polishing, engraving, leatherwork, chiseling, painting, and more, all performed in his workshop.
By 2017, alongside numerous projects spanning London, St. Tropez, and Hong Kong, he inaugurated Spirit Gallery, the first gallery dedicated to 20th-century design furniture in Morocco. Combining exhibition space, restoration facilities, and a photography studio, Spirit Gallery showcases its curated collections globally through renowned platforms like 1stDibs and Pamono.
Spirit Gallery has exported more than 1800 pieces worldwide, showcasing its global influence and commitment to promoting Moroccan design heritage.
In 2018, Jonathan was selected to contribute to the establishment of Essaouira's first historic, cultural, and spiritual complex, the museum "Bayt Addakira," dedicated to Jewish history.
Throughout the 2020s, Jonathan has served as a design production consultant for the Philippe Starck Group, collaborating on numerous hotel and restaurant projects globally. His work has extended to prestigious hotels in Morocco and private residences in Italy, further solidifying his reputation as a visionary in contemporary design.