Hassan Hajjaj | Marrakech Has a Thriving Contemporary Design Scene—Here’s Where to Find It

Dobrina Zhekova, Vogue, July 18, 2025

Behind the walls of the rose-hued Riad Yima, Moroccan artist and photographer Hassan Hajjaj’s boutique and art gallery in Marrakech’s 12th-century medina, is a realm of pop-art colors, contemporary photography, a myriad of traditional clothing printed in designer logos and Arabic script, and shelves filled with colorful tea tins, all of which are designed by Hajjaj.

 

Tucked away in a quiet alley in the heart of the Red City, the space beautifully captures the photographer’s distinct visual style, which has propelled him to international stardom and earned him the title of the Andy Warhol of Marrakech.

 

I had arrived in the Red City to meet Hajjaj and explore the city through his eyes as part of an immersive trip he helped curate in collaboration with Capital One and the members-only art club The Cultivist (in fact, so immersive that at some point, everyone in our group found themselves clad in Hajjaj-designed clothing in front of his camera for a photo shoot in Riad Yima).

 

However, Marrakech’s multifaceted contemporary art and design scene extends far beyond its most famous district, celebrated for its bustling souks, rich history, and blend of Berber and Islamic architecture. The city has never been more popular with visitors, drawing a record-breaking crowd of over four million visitors just last year.

 

Hajjaj, born in the city of Larache on Morocco’s Atlantic coast in 1961, moved to London with his family at the age of 12. He credits the decades spent in the British capital as a crucial factor in understanding how the West perceives his homeland. “London taught me how people think about my country and my culture, so I can play with that. And Morocco gave me the roots of who I am as a person,” he says.

 

But it wasn’t until the mid ‘90s—when a friend asked him to assist during a photo shoot for a British fashion magazine at a riad in Marrakech—that his current visual style began to take shape.

 

“I was sitting there and realized, hold on, [they were] European photographers, European designers, makeup artists, using Morocco as a backdrop,” Hassan explained. That experience—and the desire to reclaim the cultural narrative—inspired him to “do a fashion shoot of my people.” As a result, the subjects of his photography are often friends or everyday people on the streets of Marrakech (his “Kesh Angels” series of the city’s female henna artists on motorcycles made its New York debut in 2014 to critical acclaim), styled in boldly hued traditional Arabic clothing and accessories printed in designer logos. He has also worked with celebrities such as Billie Eilish, Cardi B, and Madonna, while his work has been exhibited in the permanent collections of museums like London’s Victoria & Albert Museum, the National Gallery of Victoria in Melbourne, Australia, and Marrakech’s Museum of African Contemporary Art Al Maaden.

 

After visiting the Red City for over two decades, he decided to settle here and mentor up-and-coming creatives, while also growing his own practice. Along with Riad Yima, he now owns a lively, multi-functional space, Jajjah, located in the city’s Sidi Ghanem district, a former industrial zone and an emerging contemporary design hub.

 
 

“Marrakech is an imperial place which has the old medina, so you can see something very traditional, but you can also see someone in a Louis Vuitton bag and a donkey passing them,” Hajjaj says of the city’s dual nature. “But it's harmony. It doesn’t feel wrong.” Hajjaj explained that many contemporary Moroccan artists draw inspiration from Marrakech’s artisanal heritage as a starting point, ultimately creating their own modern interpretations of it.

 
 

Indeed, Marrakech has traditionally been known as a city of craftsmen. To this day, in many parts of its maze-like souks, there are areas where you’ll find men and women sewing leather babouches, weaving cactus fibers into beautiful fabrics and accessories, or hammering and etching elaborate patterns on copper lanterns.

 
 

But the city has evolved and is now at the center of the North African art scene. Prominent events like 1-54, the only international art fair dedicated to contemporary African art had its debut in Marrakech in 2018, bringing industry insiders and exhibitors from over a dozen countries each year, putting the city on the international art agenda alongside London and New York. Institutions like Montresso Art Foundation nurture and support young artists by providing them with artist residency opportunities, mentorship, and exhibition spaces. (The foundation also has a permanent collection on display throughout its 12-hectare property open to the public.)

 

In a couple of years, Marrakech-based artist and sculptor Mahi Binebine will also open the doors to a museum, dedicated to exhibiting and promoting Moroccan and Middle Eastern arts, which will provide young artists with resources and educational opportunities for development. Today, galleries, restaurants, ateliers, stores, and even hotels build on the city’s creative roots and help develop its contemporary artistic flair.

 

Here are some of the best spots to visit if you'd like to explore Marrakech’s modern character. 

 

Comptoir des Mines

This gallery in Marrakech’s Gueliz neighborhood was founded in 2016 by Hicham Daoudi, one of Morocco’s most prominent art curators and advisors. It showcases the works of established artists, including Mahi Binebine, Latifa Toujani, and Abdelaziz Zerrou. One of its goals is also to act as an artistic incubator, supporting the country’s emerging talent by providing them with a space to exhibit their first solo shows. “Art now is driving a new identity to the city. It's showing that Marrakech is also an intellectual place. It’s also showing the intimate personality, the deep concern, and deep reflection of [its] artists,” Daoudi told me.

 

Loft Art Gallery

“Originally founded in Casablanca before expanding to Marrakech, Loft Art Gallery features not only Moroccan artists but also artists from across the African continent,” Hajjaj said. “They always have great shows on view.” Some recent examples include multidisciplinary artist Amina Agueznay, whose textile work is also part of the permanent collection at the Museum of African Contemporary Art Al Maaden, Belgian-Moroccan photographer Mous Lamrabat, whose striking portraits celebrate multiculturalism, and Tangier-born painter and illustrator Amina Rezki.

 

Museum of African Contemporary Art Al Maaden (MACAAL)

Morocco’s largest contemporary art museum reopened in February after the country’s devastating 2023 earthquake, which struck just 45 miles southwest of Marrakech. For the first time, MACAAL presents its permanent collection, featuring approximately 2,000 works across various media. Moroccan architect Salima Naji’s monumental stone-and-clay installation “In the Arms of the Earth” greets visitors inside the new light-filled atrium, where across the museum’s two floors, also on display are some of the brightest examples of contemporary Moroccan and North African art, including Farid Belkahia, Jacques Majorelle, and, yes, Hassan Hajjaj.

 

Nomad

Sitting in the heart of the medina, this self-proclaimed “modern Moroccan” eatery offers a menu of light mezzes, seafood, and global classics with a Moroccan twist. While the fresh, seasonal ingredients provide a great reason to visit (don’t sleep on the grilled octopus, marinated in yuzu and argan oil), the views of the entire old city from its elegant rooftop, adorned with plush tan seating and string lights, are another highlight. “I enjoy how they’ve fused traditional Moroccan food with cuisines from around the world,” says Hajjaj, whose Riad Yima is a quick two-minute walk from there.

 

Kabana

There are many rooftop bars in the medina, but Kabana draws a chic crowd with its excellent selection of cocktails, including eight variations of the classic gin and tonic, as well as delicious plates of Mediterranean and Asian dishes. Start with the crispy feta and mint “cigars” or the fresh fish ceviche of the day. If you’ve worked up a serious appetite, the melt-in-your-mouth lamb shank with pesto gnocchi will hit the spot. And if you need a reason to hang out longer, Hajjaj says Kabana’s post-dinner appeal is in its lineup of DJs and live music.

 

Cantine Mouton Noir

Montreal-meets-Marrakech in this sleek cantine on a quiet street in Gueliz, where Casablanca-born chef Aniss Meski and his wife, Stacy O'Neill, serve elevated comfort fare (Hajjaj says the burgers are the best in town). Cantine Mouton Noir is also a popular weekend spot thanks to a brunch menu of local dishes like mkhanfer, Moroccan pancakes with grilled peaches and honey, and international classics like eggs Benedict with truffle oil.

 

Jajjah

Jajjah is a lively, sun-filled tea room/restaurant/gallery/shop that immerses travelers in Hajjaj’s visual world. The dining room features vibrantly hued stools made from repurposed plastic crates, red-and-white striped bistro chairs, and bright green cushions. In the open kitchen, the all-female culinary staff prepares homemade Moroccan fare, such as chicken tagine and couscous. “It was my idea to do traditional food that everybody, from the rich to the poor, grew up with,” Hajjaj explains. Don’t leave without picking up tea packaged in colorful tins designed by Hajjaj that you’ll definitely want to display on your kitchen counter.

 

Pétanque Social Club

This hangout spot from Moroccan restaurateur Kamal Laftimi (who is also behind equally cool joints Nomad and Café des Epices) opened its doors in late 2023 at the heart of Gueliz. The name references its 1930s roots as a pétanque locale for the French, but its present goals involve bringing together the city’s creatives. At its center is a lush, sun-drenched courtyard flanked by several dining areas and a bar, all reinvented by Ibiza-based Diego Alonso and Alexeja Pozzoni. The interiors hum with upcycled and vintage pieces sourced from all over the city (including 1970s chairs from La Mamounia), while the menus have something for every palate and cocktail taste.

 

33 Rue Majorelle

Sitting across from the Majorelle Garden, this 2,300-square-foot concept store features bright, airy interiors with whitewashed walls and black shelves. It has gained recognition for its superb collection of products, including canvas totes from Ourika The Label, hand-embroidered earrings by Lucie Fossemalle, fragrances from its in-house brand, and locally handmade, crocheted pendant lamps. “[It] has everything from classic Moroccan goods to contemporary housewares and clothing,” Hajjaj says, and that includes a good selection of his own designs.

 

Riad El Fenn

Occupying several rose-hued houses along a busy thoroughfare in the medina, Riad El Fenn is a boutique hotel that combines traditional Moroccan sensibilities and architecture with modern amenities and design. While hotel guests enjoy accommodations decorated with artworks from the personal collection of co-owner Vanessa Branson, the impeccably curated street-level boutique offers a wide selection of boldly hued caftans, ceramics, babouche slippers, clogs, and cushions by local and international brands that highlight artisanal techniques. Another reason to visit El Fenn? The hotel’s rooftop bar is among the chicest in the medina, offering stunning views of the Koutoubia Mosque, a selection of handcrafted cocktails, and an Instagram-perfect design that begs for a newsfeed moment.

 
From the Vogue website.