Trendbook Marrakech
Marrakech Going to Marrakech, city of Morocco, it’s like discovering a new world or being taken to a new dimension. It’s a magical destination where the sounds, the colours and the smells of the souks (traditional Berber markets) get pierced into our skin. The “world-famous square”, as decribed before, Jemaa el-Fnaa it’s considered to be the heart of the city, a truly experience in all ways, where tourists and locals get mixed with snake charmers, musicians, acrobats, storytellers, dancers, people playing all kind of instruments and even monkey trainers. It’s a permanent excitement during all day and overnight. Apart from the square with all the souks there are another great options, such as: the Medina, the traditional hammams or spas (a Hammam is a steam room, similar to a Turkish bath, where Moroccans habitually go each week to cleanse themselves), the city museum and the Ben Youssef mosque (is the oldest mosque in the city), amongst coffee shops, restaurants and beautiful gardens. There’s a huge diversity for a pleasant and comfortable stay, being the riad (traditional courtyarded homes) one of those choices. After this description that almost take us to Marrakech let’s “dive” into the city and find out what interesting and creative it has to offer us.
Relation between Trends and Zeitgeist’s topic Trends, can be diverse and identified by the multiple networks, in an international way. Along this Trendbook, some of those trends are going to be associated to the diverse Cool examples presented. Trends introduce complementary views, diverse points of view and help us to understand the changes of mentality. Some of those trends are: |Trend – Network| Bottom Of The Social Pyramid – Trendwatching; Pleasure Revenge – BrainReserve; Love Thy City – Trends Research Center;
Luxury – Trend Hunter; Visual Culture– Trends Active.
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Cool Examples
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Guilhem Eustache: Fobe House
In Marrakesh you can find this amazing four-buildings private residence, project signed and designed by Guilhem Eustache, for a Belgium film producer. The house is made up of four white boxy structures, that comprise the main home, a pool house, a caretaker’s residence and a garage. Fobe House is made out of locallysourced natural materials and techniques, like clay, tadelack, Pierre de Ourika and, together with a sustainable architectural design, all this has helped to preserve at most the wildness of the land. Why it is Cool? It could appear quite unreal, more like an art instalation in the middle of the desert but its double-height walls, roof terrace and a fluid internal divisions, make it impossible not to admire. Despite all of that the house was built of a sustainable architectural design using natural materials and techniques, having a functional house that makes part of its own surroundings. From a project with a simple and creative design it rises a very functional house that, even not belonging to its surroundings it matches in a very natural way.
Associated Trends: Design = Wow + How + How Good, Sustainability. Related Trends: Meaningful Nostalgia, Secrecy, Anchoring, Clanning.
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La Pause La Pause sits in the middle of the Marrakchi Desert. Nomadic tents are placed around the property, along with a lodge, all made of thick pisÊ (traditional mud and straw). Meals are served under a Berber tent, the greens in the salads come from the garden and the olive oil comes from the La Pause olive groves. This magical place is meant for one to replenish their soul and commune with nature, littered about are hammocks and terraces all designed to relax and go within. There’s a small and charming stone pool, camel and horse rides are available, sunset being the optimal time, then dinner under the stars while local Gnawan musicians play as you eat. Why it is Cool? In the middle of the desert we stumble upon a magical place where we can replenish our soul and fully commune with the Nature. In a simple, fantastic and pleasant way we are taken to another world where everything matches in a perfect way and where we can disconnect from the real world. It’s a place where we can enjoy a different culture that offer us moments of real pleasure. Associated Trends: Design = Wow + How + How Good, Eco-sustainability. Associated Trends: Excess Therapy, Pleasure Revenge, Experience Economy, Secrecy, Meaningful Nostalgia, Relaxed and Spiritual, Anchoring, Clanning, Small Indulgences, Luxury.
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Argan Oil
Of all the natural remedies to be discovered in a traditional Moroccan pharmacy, from amber sticks to ward off bugs to poppy powder to redden lips, argan oil dominates the coveted goods in the Berber arsenal. Often referred to affectionately as liquid gold, argan oil is a super rich antioxidant full of essential fatty acids, with more than double the vitamin E found in olive oil. Plus, the extremely rare oil is produced by government-funded female cooperatives under UNESCO protection, so the benefits of choosing argan stretch well beyond great hair, skin and nails. There are six skincare products incorporating the ancient Moroccan antioxidant. Why it is Cool? Through traditional medicine and ancestral techniques a natural element was recovered, which is an extremely rare oil and it’s under UNESCO protection. It’s a healthy and atractive product with a lot of health’s benefits. When we use skincare products we want to take care of our body and at the same time to become more healthy and atractive, and this product combines all of this, which turns it into something very atractive. Associated Trends: Wellthy, Women. Associated Trends: Meaningful Nostalgia.
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Pink Paradise
The Assoufid Villas and Resort is a pink-colored paradise just a little under two hours away from the majestic snow-capped Atlas Mountains in Marrakesh. The resort offers five-star holistic treatments that promise to lift the spirits. Like a home away from home, this north African getaway is perfect for those who want a discreet and private vacation. Only a short ride away from the bustling city filled with the exotic Berber, Arab and sub Saharan culture. The secluded resort offers 80 large villas located on 222 hectares of undulating countryside and features a private golf course that is an oasis of serenity. Why it is Cool? This resort is a real paradise that sits between the city and the mountain. Close from an agitated city and full of cultural mixtures there’s a retreat where we can have holistic treatments and rest in a serene and pleasant way. We can take advantage of a wonderful and peaceful view, always surrounded by elements that represent the Moroccan lifestyle. Associated Trends: Relaxed and Spiritual, Wellthy. Associated Trends: Clanning, Design = Wow + How + How Good, Cocooning, Pleasure Revenge, Small Indulgences, Health To Happiness, Excess Therapy, Experience Economy.
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Beldi
Famous for colorful souks where artisans peddle handmade goods and to help keep the craftsmanship heritage alive, Aimee Bianca and her Moroccan husband Chafiq Ennaoui came up with Beldi, a country-specific online shop highlighting select housewares and accessories. Almost all of the products available are from people Chafiq knows personally, some of the artisans he originally knew through his grandfather or since he was a child. They want to promote artisans who would not otherwise be able to sell beyond their geographical border, bringing their skills into the limelight. With aspirations to one day be as all-encompassing as Lisbon's famed A Vida Portuguesa boutique, Beldi is already starting off as a beautiful celebration of a culture with a long history of handmade goods and artisanal craftsmanship. Why it is Cool? In an era where everything happens around internet it’s a good solution to show to the world the handmade goods and artisanal craftsmanship and at the same time help local artisans. It’s a good way of showing those produtcs to the world and making them available. It’s also perfect for those who like and can’t go visit the country. Associated Trend: Design = Wow + How + How Good. Associated Trends: Connected Society, Anchoring, Clanning, S.O.S. (Save Our Society).
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Riad El Fenn Hotel The Riad El Fenn Hotel in Marrakech is a luxurious retreat that takes you away from the drabness of everyday design. The elegant and mysterious hotel features the best of Moroccan designs and tropical luxury. Co-owned by Vanessa Branson, Richard Branson's sister, this getaway is packed with bright pops of color and muted neutrals to offset them. The interesting mix between traditional and modern designs give the hotel an incredibly mystical feel. Why it is Cool? It’s pretty interesting to see how we can take advantage of a moroccan traditional style and combine it with a modern and elegant style. This hotel is a real retreat that has an amazing sense of design and a different touch of what’s common, where we can enjoy a luxurious and very mystic atmosphere. Associated Trend: Design = Wow + How + How Good. Associated Trends: Clanning, Cocooning, Pleasure Revenge, Small Indulgences, Experience Economy, Excess Therapy.
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Maison Mogador
The Maison Mogador packaging was designed to contain the flavorful organic Moroccan foods of a family-owned business and it upholds the image in an honest and enticing way. For the branding scheme to be successful, Elvina Evania strove for simplicity. Light Marrakech patterns were printed on brown kraft paper in soft yellows, oranges, reds and greens. No other ornamentation is found on the charming labels except for the minimalist stamped logo of the brand's name. A friendly typeface was chosen for Maison Mogador packaging to plainly describe the contents of the jars, the containers and the pouches, printed with the subtly untidy lines of handwritten letters. Why it is Cool? A family-owned business that produce flavorful organic and fresh Moroccan food and also spices; introduce the product in a simple, creative and atractive way giving a contemporary touch in order to transmit the real maroccan spirit. Increasingly people are caring about having fresh and quality products and in a moment where there’s such a huge variety of products, their packaging and the way they present the products make all the difference. All of this was prepared to the smallest detail, creating a quality product, well presented and with a maroccan traditional touch. Associated Trend: Design = Wow + How + How Good. Associated Trends: Experience Economy, Meaningful Nostalgia, Clanning.
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Competitive Bed Jumping “Suitejump” is a super fun competition organized by mySuite Blog with Suitehotel. The rules of the competition are simple: take a camera and jump on a bed! The best picture will be chosen by a jury of experts with a reward of an entire week in the brand new Marrakech Suitehotel. The second and the third winners will get a Grand Weekend Package in a Suitehotel of their choice. In addition to being able to send your own picture, you can participate in the Suitejump tour where a professional photographer will take your picture for free while you're jumping on the hotel bed and flying in the air for a brief second.
Why it is Cool? Which one of us when a little kid didn’t liked to jump on a bed and turn those moments into real madness? This competition is an original and funny way of promoting the hotels and to provide funny moments of real madness and true pleasure. Associated Trend: Experience Economy. Associated Trends: Bottom Of The Social Pyramid, Excess Therapy, Pleasure Revenge, Meaningful Nostalgia, Identities Narrated.
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Traditional Carriage Seating
Younes Duret Design is a company based in Marrakech that released a set of seating designs under the clever name of “Pimp Souk Collection”. Based on Morocco's traditional wheeled seating, the collection houses two styles named “Carossa” and “Caleche”. The two sofas can accommodate three individuals with their trendy designs and cultural philosophy. The “Carossa” carriage mimics traditional wheel-barrow seating seen through the cities of Marrakech and Medina and will sure make your abode a tad more humble and closer to Moroccan lifestyles. Why it is Cool? With a simple and modern design based on Morocco’s cultural philosophy were reproduced sofas on two traditional wheeled seating. It’s a way of mainting a connection with the country and to bring inside our home elements that represent the moroccan lifestyle. Associated Trend: Design = Wow + How + How Good. Associated Trends: Anchoring, Clanning, Experience Economy, Meaningful Nostalgia, Identities Narrated.
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Rug-Based Oxford Shoes The TEN & Co. shoe company was founded by designer Tory Noll who came upon the idea of incorporating carpets into her stylish products while on a trip to Marrakech. Noll maintains a certain breed of authenticity about her brand. Every pair of shoes is cut from unique vintage and antique-woven Morocan rugs and supple leathers. As each pair is individually sourced from fabrics found at flea markets and souks, she is at the same time supporting local artisan efforts and a traditional craft. She furthermore also employs a cobbler in Marrakech who has evidently done a remarkable job of mixing vibrant colors and textures. Why it is Cool? The designer took a pair of vintage and very known shoes and gave it an original, authentic and traditional touch. Using unique vintage and antique-woven Morocan rugs and supple leathers created functional and very appealing shoes that can perfectly be a trendy accessory and that really match with a simple and modern look. Apart from that support, get to know and drive forward the local artisans and the traditional craft. Associated Trend: Design = Wow + How + How Good. Associated Trends: Clanning, Pleasure Revenge, S.O.S. (Save Our Society), Experience Economy, Meaningful Nostalgia, Identities Narrated, Eco-Sustainability.
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Murano Oriental Resort Marrakech The Murano Oriental Resort Marrakech is located in the heart of La Palmeraie in Marrakech. The property is composed of 5 Riads (traditional Moroccan house or palace with an interior garden or courtyard) and 5 pools. The main Riad will have a restaurant, bar, lounge with outdoor fireplace and swimming pool. The remaining Ryads are comprised of eight rooms and 1 suite centered around a pool. Each room is equipped with a fireplace and terrace offering beautfiul views of the gardens, Atlas and desert beyond. Why it is Cool? Close to the city of Marrakech there’s an amazing resort with a fantastic view to the mountains, to the desert beyond and to the gardens. It’s the perfect place for those who like to go on holidays in the city but that still want to have available all the amenities that are used to. It’s a posh, high-tech, sleek place with a modern design. Associated Trends: Design = Wow + How + How Good, Urban Nomads. Associated Trends: Clanning, Pleasure Revenge, Small Indulgences, Experience Economy.
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Geometric Gauze Installations The Loom-Hyperbolic by Barkow Leibinger Architects is a complex geometric art installation located on the ruins of the Koutoubia Mosque in Marrakech. This gauze-resembling sculptural piece is created with a cultural inspiration in mind. Made using local crafts and materials, this art piece was inspired by traditional Moroccan loom weaving using woven yearn to create interactive and dynamic architectural elements. With pinewood as support, these geometric volumes are striking and structurally sound. Projecting delicately sun-lit shadows onto its surrounding ruins throughout the day, the Loom-Hyperbolic is a bold art piece that showcases cultural pride while exhibiting a strong relationship with its surrounding historical Moroccan site. Why it is Cool? This sculptural piece made of local crafts and materials showcases an element that makes part of the culture of the country. In a dinamic and interactive way this sculpture was exhibited on the ruins of the city’s mousque showcasing cultural pride while exhibiting a strong relationship with its surrounding historical Moroccan site. In a simple and original way this piece can get together several elements that have a huge historical importance and meaning. Associated Trend: Design = Wow + How + How Good. Associated Trends: Clanning, S.O.S. (Save Our Society), Connected Society, Identities Narrated, Experience Economy, Meaningful Nostalgia, Love Thy City.
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La Mamounia Resort
The La Mamounia Resort is a luxury hotel in Marrakech that offers what they call ”The Ultimate Experience Package”and that had already received several awards. Guests receive treatment fit for royalty with private jet transportation, a chauffeur who drives a Jaguar and an exclusive Riad three-bedroom villa. The gorgeous villa includes a Moroccan salon, private terrace and ozone swimming pool and even a 24-hour butler service. This super luxurious hotel have other exciting features of the package that include helicopter tours, wine tasting and a private Jazz recital in your Riad.
Why it is Cool? In a plain city where luxury has no distinction there’s a hotel that take us to a completely different level and that’s not acessible for everyone. A super luxurious place that offer us unique and absolutely amazing experiences but always with a moroccan atmosphere and its traditional elements. Apart from being a super luxurious place it can also be comfortable and simple. Associated Trends: Luxury, Design = Wow + How + How Good. Associated Trends: Clanning, Cocooning, Pleasure Revenge, Small Indulgences, Experience Economy, Excess Therapy.
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Aya’s Marrakech Shopping the souks requires patience, perseverance, and above all, some friendly pushing. To run away from all the chaos there’s Aya’s boutique located in the Mellah (jewish area). Famous for its well-tailored tunics, this tiny shop is also known for two very famous visitors: Julia Roberts and Tom Hanks. A precious shop that revises moroccan traditions with modern lines to give new designs, accessories and unique objects all hand made. The shop offers a wide variety of jewels with semi-precious stones. We can enrich and decorate our interiors with a collection of curtains, throws, pillows and other exclusive moroccan objects. Why it is Cool? This shop it’s an alternative place for the messy and noisy markets. It offers well-tailored products with a mixture of the moroccan traditions with modern design. We can find all sort of traditional products, most of them unique objects all hand made.
Associated Trend: Design = Wow + How + How Good. Associated Trends: Clanning, Pleasure Revenge, S.O.S. (Save Our Society), Experience Economy, Meaningful Nostalgia, Identities Narrated.
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The Royal Mansour The Royal Mansour is a luxurious hotel perfect for those who like to be treated like a king. Originally intended to serve actual nobility truly delivers such an amazing experience. The perfect symmetry throughout the property represents the very best of Moorish architecture, and every single item in the interior part of the space was handmade by a collaboration of local artisans whose decorative arts skills were passed down to them through many generations. The hotel has 53 unique Riads, each built in the traditional style of a Moroccan home. The ground floor of each riad has a courtyard with a fountain, as well as a drawing room with a seating area. The second floor comprises a bedroom, dressing room and study. The top floor of each riad also has a private terrace with a fireplace and a plunge pool. The rich three-bedroom riads include a library, private hamman and professional kitchen, and the complex houses one four-bedroom riad for those seeking a truly palatial experience away from home. There are no buttons or switches inside the riads—everything is controlled by a master touchscreen control panel. The highlight of the Mansour is an unparalleled spa, which envelops guests in a rare sense of calm. The hotel complex becomes a different entity at night, scored by the sounds of running water throughout the numerous fountains lining the candlelit walkways. Why it is Cool? A super luxurious hotel that remind us of the old palaces with all the luxuries. A place that offers an absolutely unique and fantastic experience in an atmosphere where each nook reminds us where we are. With a simple and sophisticated decoration there’s a relaxed and pleasant atmosphere where guests are treated like real kings. Associated Trends: Luxury, Design = Wow + How + How Good. Associated Trends: Clanning, Cocooning, Pleasure Revenge, Small Indulgences, Experience Economy, Excess Therapy.
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Trendbook done by: Ana Isabel Figueira Marrakech