A vibrant new wave of sleek design hotels, innovative bars, and art events is rapidly transforming Marrakech into an exhilarating destination for design enthusiasts. While renowned art and design capitals such as Tokyo, New York, and London often dominate the conversation, Marrakech is carving out its own niche as a burgeoning hub of creativity and style.
Located in southwestern Morocco, Marrakech is quickly becoming a must-visit spot for art and design aficionados. This city has long attracted a creative crowd; famously, fashion designer Yves Saint Laurent once proclaimed it as “the city that taught me color.” Recently, a new generation of revitalized riad hotels, trendy boutiques, and fusion dining establishments, alongside significant events like the 1-54 Contemporary African Art Fair, has enriched the city’s already diverse tapestry of artistic and cultural experiences.
Exploring Marrakech's Artistic Renaissance
To experience this fascinating blend of tradition and modernity, visitors should head directly to the bustling Medina, the historic heart of Marrakech, recognized as a UNESCO World Heritage site. Nestled in a narrow ochre alleyway is IZZA, a chic 14-room riad that made its debut in 2022. The hotel is an art lover’s dream, showcasing around 300 pieces of Moroccan photography, paintings, and digital artworks, valued at approximately $5 million, throughout its guest rooms, lobby, and even the gym. Among the featured artists is Hassan Hajjaj, known as the Andy Warhol of Morocco, whose captivating works have been seen alongside international icons like Madonna and Will Smith.
The renovation of IZZA took seven years and involved transforming a historic residence once owned by American socialite and designer Bill Willis, known for his eclectic style marked by intricate Afghan embroideries and geometric tile work. The spirit of bohemia is palpable throughout the hotel, from the curated boutique on the ground floor offering limited-edition prints to the rooftop terrace restaurant and bar, which provides a perfect setting to enjoy a traditional tagine as the call to prayer echoes through the souk.
A short walk through the Medina leads to Jemaa el-Fna, the lively market square that serves as the city’s pulsating heart, filled with the sounds of snake charmers and bustling crowds. For a moment of respite from the sensory overload, visitors can retreat to DaDa, a contemporary cultural hub that hosts exhibitions and screenings in its modern gallery spaces designed by French designer Anne Favier. On the rooftop, the restaurant San Francisco offers a unique blend of American barbecue flavors infused with Moroccan spices, although it awaits the finalization of its alcohol license before fully embracing its potential as a nightlife venue.
For those seeking a leisurely drink, El Fenn is a must-visit. This hotel and restaurant is a social hotspot known for its vibrant atmosphere and exquisite cuisine. Reservations are recommended for its restaurant, where dishes like lobster ravioli in yuzu cream have gained a loyal following. After dining, guests can browse through the boutique for unique finds, including hand-painted ceramics and stylish caftans.
Moreover, Marrakech is not only attracting tourists but is also becoming a home for international artists. Designers like Albanian Armir Sejdaj are drawn to the city for its rich cultural tapestry that fosters a dynamic exchange of ideas. He notes that the blend of traditional artisan crafts with contemporary design is revitalizing the local craft scene, allowing the city to maintain its cultural roots while embracing modern influences.
The annual 1-54 Contemporary African Art Fair, taking place every February, has significantly contributed to Marrakech’s growing reputation in the art world. As Sejdaj points out, the global spotlight on African art and design is finally gaining momentum, and the city is at the forefront of this movement.
For those looking for additional artistic inspiration, Jardin Majorelle is a must-see. This iconic cobalt villa, surrounded by lush gardens, offers a glimpse into the artistic legacy of Jacques Majorelle, and later, Yves Saint Laurent. Visitors can purchase pots of the famous Majorelle Blue paint to take a piece of this vibrant style home. A combined ticket also grants access to the Yves Saint Laurent Museum, showcasing the fashion icon's sketches, photographs, and costumes.
For a truly luxurious experience, consider a visit to Amanjena, an opulent resort that offers a serene escape from the city's hustle and bustle. With an emphasis on traditional North African wellness practices, the resort features a lavish spa that provides rejuvenating treatments using local ingredients like argan oil and amber, culminating in a delightful three-course lunch served amidst the stunning backdrop of the Atlas Mountains. This is the perfect way to wrap up your stylish journey through Marrakech, a city that beautifully marries the old with the new.
As reported by latimes.com.
