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At the crossroads of artistic expression and entrepreneurial dynamics, Zafira Ouartsi carries the vision of an Algeria open to the world high. At the CANEX 2025 (Creative Africa Nexus), organized in parallel with the IATF (intra-African trade fair), the founder of Artissimo celebrates a quarter of a century of engagement and pleads for reinforced partnerships between Algeria, Africa and the Arab world, convinced that art can be a real lever for innovation, development and rapprochement between peoples.
The independent young: Can you briefly present to us Artissimo and his career?
Zafira ouartsi : Artissimo is a creative and cultural hub born in 2000. This year, we proudly celebrate our 25 years of existence. From the start, our mission has been to energize the creative ecosystem in Algeria. We offer a space open to artists, a place where they can not only present their works, but also express their needs, especially in terms of entrepreneurship.
What are the main activities you develop within the hub?
We work on several fronts. First, through support programs dedicated to cultural entrepreneurship. Then, via training and artistic workshops, mainly intended for adults. We also organize literary meetings, film screenings and stand-up shows.
In addition, we produce podcasts and collaboons with companies wishing to associate their image and their values with art. In this context, we also intervene with companies through training, support and societal impact initiatives, using art and culture as a medium. We are convinced that art brings out what is most human in executives, which promotes more positive and constructive labor relations.
You are also engaged on social dimension projects …
Absolutely. We also cooperate with international organizations on high impact programs, whether it be gender equality, environmental protection or even the inclusion of migrant populations, etc. For us, art is not just an expression, it is a real answer, because it allows to approach these social issues thanks to the commitment of artists and cultural actors.
What do you expect from this edition of the CANEX 2025?
Concretely, I am delighted to be here in the cane. For Artissimo, it is a real platform for exchanges and opportunities. What I expect above all is to build contacts and identify spaces equivalent to Artissimo in other African countries. The idea is to see how we could develop partnerships with creative hubs that carry programs similar to ours. Our objective, in the long term, would be to extend our initiatives and our activities across the continent.
For this, we are in reflection, in an observation and dialogue approach. We exchange with actors, structures and project leaders in order to imagine avenues of collaboration.
On this occasion, I also had the honor of sitting on the jury of an entrepreneurial competition, organized in partnership with Afreximbank, whose winner was granted an amount of $ 10,000 per this institution. About twenty project leaders took part. The exercise occupied me a good half of the day (laughs). That said, it is a particularly stimulating and enriching experience!
What flagship projects are you currently carrying out and that you would like to share on the Canex?
In this regard, we are currently working on the launch of a forum entitled Ifaal (International Forum for Arab Art Leaders), devoted to the development of creative industries in the Arab world, with a particular focus on Africa.
Why this choice of the Arab world and Africa as main axes?
Because we know that the Arab world is home to an extremely creative youth, which needs to develop economically and have spaces for exchanges. Language, but also our common cultural references, naturally facilitate these rapprochements. With this forum, our goal is to attract cultural actors, institutions, entrepreneurs as well as researchers working on the challenges of development of cultural industries. In this sense, CAXEX helps us to identify the actors that we would like to invite this forum. In addition, we want Algeria to play a leader’s role, especially since it has already welcomed the CAXE. Our ambition is that this forum is supported by the authorities, so that it becomes an essential platform where the Arab and African countries – especially those which share the same language – can collaborate in a renewed format.
What impressions do you remember from all the events offered during this event?
I really appreciated the exhibition of visual arts organized as part of the CAXE, which highlighted Algerian and African visual artists. I find that it is essential to devote a space to visual art, especially since the event also integrates fashion, music, cinema … Obviously, we sometimes feel a little frustration, because it is impossible to attend everything and to see everything. But it remains, in my opinion, a formidable showcase for Algerian artists.
You also talk about an opening on Africa …
Certainly. This space allows us to discover the richness and dynamism of the African artistic scene. We were able to meet renowned podcasters, influencers and artists. It is a great way to communicate, exchange and, for the Algerian public, to open up to other horizons than those to which it is used to. I think this initiative is really to encourage.
What do you think are the main challenges to remember from this edition?
Of course, there are necessarily challenges, but I think there are above all many more opportunities. You always have to see the glass half full. Today, Africa is with us and it is up to us to seize this opportunity to create partnerships and multiply exchanges.
There are obstacles, especially linguistic, which require more dialogue and mutual understanding. There are also brakes linked to online payments, money transfers, which sometimes complicate exchanges and collaborations.
But, basically, the real challenges mainly concern our economic operators and our banks: when and how will they set up systems to encourage investment in the creative industries sector? And what mechanisms could support cultural actors who wish to develop their business.
As a general rule, the more our Algerian companies will be strong, the more they will be able to position themselves favorably to develop fruitful partnerships, with international African companies. These are precisely the challenges that will have to be put on the table as a result of the canex. I especially refer to the cane, since it is my sector, but the reflection also concerns the IATF in its more global dimension.
