Over 20 artisans specialising in everything from plasterwork to woodcarving have contributed to the interiors of this boutique hotel in Marrakech, conceived by lifestyle brand LRNCE.
LRNCE, which is headquartered in Marrakech, is known for its colour-rich homeware, furnishings, and clothing items that are handmade by craftspeople from around the city.
Rosemary is the brand’s inaugural hospitality project. The riad encompasses five guest rooms, a scented hammam, a sunny roof terrace, courtyard pool, and an in-house kitchen serving meals made with ingredients sourced from the nearby souks.
“We envisioned Rosemary as an extension of our brand – a living canvas to experiment with new materials and techniques, transitioning from crafting individual objects to curating an entire experiential space,” said founder Laurence Leenaert and her partner, Ayoub Boualam.
“The riad’s design also challenges the notion that luxury relies on imported materials or excessive ornamentation, presenting an alternative model of high-end design rooted in sustainability and cultural authenticity.”
The riad is located at the centre of the medina, the historic quarter of Marrakech that is a protected UNESCO World Heritage Site.
Making any major structural alterations to the building was therefore heavily restricted, so LRNCE worked alongside local artisans to carry out impactful aesthetic changes.
These can be seen from the riad’s entrance, where there’s a hand-carved cedar door emblazoned with abstract shapes.
In the central courtyard, custom-made terrazzo tiles line the floor and swirly illustrations hand-drawn by Leenaert cover the pillars that enclose the pool.
This entire outdoor area is shaded by a jacaranda tree that’s over 40 years old, but guests can also seek respite from the sun in a cushioned seating nook.
Inside, there’s also a relaxing living room-style space with comfy armchairs and a low-lying sofa.
Designed to have the same feel as a private home, all five of the riad’s guest rooms have been decked out with decorative ceramic objects from LRNCE, embroidered linens, and a mix of vintage furnishings and books.
Walls have been washed in creamy tadelakt – a Moroccan lime-based plaster that has a smooth surface finish.
Each room also boasts a distinctive design feature – geometric shelves feature in the Clemande room, while the Jacaranda suite has a grand arched headboard clad in zellige tiles.
A stained-glass window dapples the shower of the Cocoon room in colourful light, and the Bird Nest room has a bulbous fireplace that resembles the habitat of a North African Firecrest bird.
Finally, in the spacious Rosemary suite, there’s a hand-carved cedar ceiling.
Rosemary was shortlisted in the hotel and short-stay interior category of this year’s Dezeen Awards.
Other contenders included Now Now hotel in New York, which was designed to be a “sanctuary” for solo travellers, and La Dolce Vita Orient Express, a luxury train-hotel that draws on Italian design from the 1960s and 70s.
The photography is by Marina Denisova.
