With New York freezing over and Johannesburg in the grip of a heatwave, seemingly everyone headed to Morocco in February for the 1-54 Contemporary African Art Fair in Marrakech.
Morocco’s cultural impact is extending beyond art. Global fashion houses are unveiling Ramadan capsule collections inspired by the country, while, for 2026, French designer Christian Louboutin looks to Moroccan zellige tiles. A Nike collaboration with Moroccan content creator Zif Hyati celebrates heritage through a global streetwear lens.
Artist Hassan Hajjaj — often described as the Andy Warhol of Morocco — has propelled the country’s contemporary visual language onto the international stage. Around this energy, a constellation of concept stores, rooftop venues, poolside lunches, art nights, social clubs, sweet mint tea, and fruit cocktails creates Marrakech’s distinctive, sensorial rhythm.
Continuous and chaotic, Marrakech’s art scene is in a constant state of reinvention.
The Hivernage district teems with designer boutiques, nightclubs, and hugely popular casinos — even a Nobu Hotel. Like many global cities, Marrakech has expanded rapidly outward and upward.
Guéliz was once renowned for its villas; then came developers. Today, the area boasts international brands, coffee shops, and a gallery hub for the global art world.
Moroccan classics remain irresistible: a luxury desert camp; souk shopping at Place des Épices; the Branson family-owned El Fenn rooftop; the 18th-century Dar el Bacha palace and museum; boutiques along Rue Mouassine to Rue Amsalah; and an afternoon pause at Le Jardin Secret for tea in the botanical garden.
The best of Marrakech luxury is its own: the splendour of a slow afternoon spent drinking mint- and orange-blossom infused cocktails, letting go of acceleration and globalisation. Marrakech knows how to slow time.
Since launching its Morocco edition in 2018, 1-54 Contemporary African Art Fair Marrakech has partnered with La Mamounia as its host hotel. Opened in 1923, La Mamounia remains among the continent’s most celebrated hotels — an icon that feels both suspended in time and unmistakably of the present.
Where to Experience Marrakech’s Art and Culture
- La Mamounia: Marrakech’s grande dame of luxury hotels since 1923.
- IZZA: Award-winning art- and design-driven boutique hotel with top-tier rooftop restaurant Noujoum.
- Es Saadi: Guided visits to an important contemporary Moroccan art collection.
- MACAAL: Museum of Contemporary African Art Al Maaden.
- Pétanque Social Club: Art gatherings and late-night social scene
- Loft Art Gallery
- Le Comptoir des Mines Galerie: housed in a restored Art Deco building.
- La Galerie 38
- Jnane Rumi: cultural residence and creative space.
- MORO
- El Fenn Concept Store
