Harmonizing Arts and Cultures: A Glimpse into the Solal Experience with Founder Swan Toledano

A new festival evolved in the centre of Essaouira under the entrancing colours of a sunset sky to bring together the threads of music, visual art, and cuisine. In an exclusive interview, Swan Toledano, the festival’s founder, discussed the motivations behind and goals of the Solal Experience, which took place for the first time this year.

At the Mama Lova hotel, attendees of the three-day event (April 28-30) were welcomed into a world of auditory delight and artistic discovery. DJs formed a musical enchantment that resounded in the hearts of the guests, and expertly mixed cocktails heightened their senses.

The Solal Experience was conceived by Moroccan-Jewish visionary artist Swan Toledano as a means of bridging cultural and creative differences across geographic borders. Toledano’s personal narrative is as vibrant and multifaceted as the festival itself, taking him from Toulouse to the Caribbean and all around the world. His deep love for his Moroccan heritage and his need to express himself creatively gave rise to this extraordinary party.

Full Interview 

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In his own words, “the Solal Experience is more than just an event; it represents the meeting point of my cultural background and my artistic development,” as stated by Toledano. The Arabic word sol means “sun” and the word lal means “night,” hence the name of the celebration, Solal, has a double meaning. The spirit of the event is captured here: a meeting of musical styles, artistic expressions, and cultural traditions in perfect harmony.

Toledano’s goal centred on sharing Israeli DJs with Moroccan crowds. He understood that music could help people from diverse backgrounds connect through a shared experience of sound, and he set out to do just that. Attendees connected with this goal, celebrating the ability of music to unite people from all walks of life and cultures.

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The Solal Experience was more than just aural magic; it was also an immersive environment where several forms of art met. The aesthetic of the event combined the auditory and visual, creating an atmosphere where all of the senses were stimulated and artistic discourse flourished.

Mama Lova Hotel, which Toledano envisioned as a canvas for his own creation and a platform for other artists to present their work, will open in October 2022, marking the culmination of his artistic journey. The festival’s message of unity and artistic inquiry was amplified by the hotel’s transformation into a cultural centre with Solal Experience.

As the sun set over Essaouira, illuminating the city’s lively streets with its golden light, the Solal Experience became a living testament to the strength of creative partnerships and the allure of cultural mashups. Under Swan Toledano’s inspired direction, the festival gave physical form to the idea that art possesses the amazing power to unite people, break down barriers, and speak to the depths of their souls. Under the warm Moroccan sun, the Solal Experience is a witness to the beauty that can occur when different cultures and artistic expressions come together.