The Nostalgic World of Yassine Bouelmarga in Casablanca
Yassine Bouelmarga stands proudly beside his remarkable collection, featuring the iconic plastic poodle on wheels, a beloved toy that evokes cherished memories of Moroccan childhoods. As sounds of Cheb Amrou emanate from an old cassette player, one is transported back in time the moment they step into Yassine's room. It feels as if decades have melted away, enveloping visitors in a rich tapestry of nostalgia woven from the many artifacts that fill every corner of the space. Yellowed magazines coexist with books, toys, food products, and beauty items, each corner of the room telling its own unique story. It is a veritable treasure trove of memories, where time appears to stand still.
However, the true gem of this collection lies hidden within a wooden cabinet. Upon opening it, one is greeted by a stunning array of items that evoke the spirit of the past, reminiscent of the old "hanout" shops that once dotted Moroccan neighborhoods. The collection boasts thousands of treasures, including the matchbox "Le Papillon," the iconic pyramid-shaped milk carton from Centrale Laitière, Ariel laundry detergent, clown-shaped Loco biscuits, and Youki bottles. These products, once commonplace in the daily lives of many generations, have largely vanished from store shelves. What were once discarded packages are now valuable collectibles. At just 30 years old, Yassine remains at home in the Sidi Othmane neighborhood of Casablanca, working as a hairdresser to fund his passion, which has become increasingly costly. "I spend my entire salary on my collection. Each week, I exhaust my funds in pursuit of new finds. Even my parents are getting tired of it, but if I don't do this, I fall into a depression," he confides.
A Journey Through Childhood Memories
To fully understand Yassine's fervor for collecting, one must delve into his childhood memories, a time when trips to the hanout felt like cherished rituals. His father worked in a grocery store and often took him along, where Yassine was surrounded by neatly arranged bottles, colorful candy wrappers, and enticing treats. While he couldn't yet appreciate the sentimental value of these items, they would later fuel his passion for preserving a slice of Moroccan history. "The objects I saw at my father's workplace have remained etched in my memory. This passion was born from that experience. Revisiting these items fills me with nostalgia," he shares.
What began as a modest interest with an MP3 player quickly expanded to a full-fledged collection of items from his early years. As he engaged with social media, Yassine discovered a community of like-minded individuals who shared his desire to preserve fragments of the past. Through interactions with other collectors, he learned to identify valuable pieces, appreciate their condition, and uncover sought-after references. Within collector groups, items change hands through sales, swaps, and discoveries. Yassine often receives offers through his social media, but he also actively visits grocery stores, hoping to unearth forgotten cartons hidden away for decades.
In this world of nostalgia, each item has a story to tell. The preservation of their original colors, inscriptions, and appearance is crucial, as if time had not dulled their vibrancy. Some finds can fetch a high price among collectors; for instance, albums from Michoc are currently in high demand, selling for between 800 and 1,000 dirhams. Among his prized possessions is a plastic cat from the 1960s, acquired for 800 dirhams and highly coveted. He also boasts a bottle of Blancola, which he claims is the only one in Morocco.
Even biscuit packaging stirs fond memories for Yassine, who admits to having a soft spot for Bimo biscuits. Nonetheless, his ultimate favorite remains the plastic poodle on wheels, a toy that has transcended generations and evokes nostalgia for many. "This toy is so iconic that I have purchased three of them," he smiles. As his collection grows, it has transformed into a living memory, sometimes leaving Yassine himself bewildered: "Sometimes while organizing, I discover pieces I had completely forgotten about." This accumulation of bottles, toys, and old packages brings forth memories unexpectedly.
This passion has gradually consumed all aspects of Yassine's life, leaving little room for anything else. "Honestly, I spend all my time doing this. My life revolves around my work and my collection. I don't do anything else; I don't go out, I don't travel. My only friends are fellow collectors who share my passion." Between long days at the hair salon, searching for new items, and engaging with other enthusiasts, his daily rhythm is dictated by an unceasing quest for memories. However, as he continues to unearth traces of a bygone Morocco, his collection has begun to reach its limits: items pile up, boxes overflow, and available space diminishes. Now, Yassine harbors a grand ambition that matches his passion: to open a museum in the near future.
As reported by maroc-hebdo.com.
