丨摩洛哥马拉喀什丨Laurence Leenaert,Ayoub Boualam

Rosemary: A Boutique Hotel in Marrakesh Artfully Melds Tradition and Modernity

Eric David

Project Name: Rosemary

Location: Marrakesh, Morocco

Completed: September 2023

Rooms: 5

Official Website

Detailed Information

Project Name: Rosemary

Posted in: Hotels

Location: Marrakesh, Morocco

Completed: September 2023

Rooms: 5

Official Website

Marrakesh has long captivated travellers with its enigmatic charm. A crossroads of civilizations for centuries, this city is a living mosaic of Berber, Arab, and European influences, all seamlessly woven into its architecture, cuisine, music, and traditions. From the labyrinthine souks to tranquil gardens and ornate palaces to modern art galleries, the city boasts a rich tapestry of contrasts bridging historic periods and cultures. And it is within this vibrant context that Rosemary, a boutique 5-room hotel in one the city’s oldest neighbourhoods, has emerged as a microcosm of Marrakesh’s rich heritage and contemporary spirit.

The visionaries behind the small hotel are Belgian artist Laurence Leenaert and her husband, Ayoub Boualam, founders of the lifestyle brand LRNCE, renowned for its handcrafted ceramics, rugs, and plaster artworks. Rooted in the fusion of traditional craftsmanship and modern design, their creative philosophy has found a new, immersive expression in their latest project.

More than just a place to stay, the five-room boutique hotel is a handcrafted Gesamtkunstwerk, a total work of art that invites guests to live within its meticulously curated aesthetic.

Occupying a restored riad originally designed by Quentin Wilbaux, a celebrated architect and preservationist of Marrakesh’s medina, Rosemary pays homage to the past while embracing the present. The building’s storied walls, once a beloved family home, have been transformed with an extraordinary level of detail by Leenaert and Boualam, who traversed the country to source materials and expertise.

Working with stained glass artisans in Meknes, potters in Safi, and zellige craftsmen in Fes, along with Marrakesh-based carpenters, metalworkers, and plasterers, the couple oversaw every aspect of the design during an intense three-year process. From the hand-carved, cedar wood front door, to the hand-poured terrazzo tiles in the courtyard and the 8,000 red marble lozenges meticulously set into the main staircase, the hotel’s design ultimately pays a deeply respectful homage to Moroccan craftsmanship, brought alive by Leenaert’s signature visual language, a playful medley of organic and geometric forms accentuated by pops of colour.

The hotel’s interiors masterfully interweave original features with handcrafted elements that blend traditional techniques with contemporary design seen through angular relief plasterwork, sinuous wrought iron door handles, and stained-glass windows.

This interplay of old and new is further enhanced by an eclectic mix of vintage finds painstakingly collected over several years and custom designs, many of which are Leenaert’s own creations.

The latter include sculptural sandstone planters, hand-painted bathroom tiles, and a cedarwood sideboard in the Rosemary Suite, while some of the vintage highlights showcase Scarpa armchairs, light fittings salvaged from defunct hotels, 1920s desks, and American Fanimation ceiling fans. A collection of artworks adorning the walls, some by Leenaert, others from her private collection of artist friends, complete the soulfully curated interiors.

Nothing has been left to chance. From the LRNCE-designed linens, stationery, and bespoke scented toiletries—all of which are available for sale, as are a select few pieces of furniture and artworks—to the Moroccan Beldi glass tumblers inspired by vintage whisky glasses, even the smallest detail has been carefully curated by Leenaert and Boualam to enhance the hotel’s intimate, home-like atmosphere. Their attention to detail extends to Rosemary’s name: inspired by the herb as well as its former owner, Rose-Marie, the name reflects the hotel’s respect for nature and memory, evident throughout the property, from the custom-made scents to the greenery that infuse the spaces with a sense of vitality and renewal.

Beyond the aesthetics, Rosemary offers an array of thoughtful amenities and experiences. The rooftop terrace, shaded by the canopy of a 40-year-old jacaranda tree, is a serene space for sunbathing, stargazing, or enjoying meals prepared with local ingredients. The plunge pool, with its hand-painted tiles inspired by the sea, invites leisurely dips, while the hammam offers an indulgent introduction to the ancient art of Moroccan bathing rituals. A salon provides a cozy nook for reading, socializing, or watching a film, further enhancing the hotel’s intimate ambiance.

Keen to share their passion for Moroccan culture, Leenaert and Boualam have curated experiences that go beyond the typical tourist offerings. Guests can learn how to mix their own soaps and scrubs using traditional herbs and flowers from the nearby Mellah, participate in crafts workshops led by Laurence herself, or explore the art of tablescaping, all activities designed to deepen one’s connection to the stories and traditions embedded in the hotel’s design, underscoring the couple’s commitment to making art and design a lived experience.

In Rosemary, Laurence Leenaert and Ayoub Boualam have created more than a hotel; they have crafted a living, breathing canvas that captures the essence of Marrakesh through its history, its artistry, and its soul where guests can witness up close that every detail tells a specific story, and every moment invites discovery and fascination.

Rosemary: A Boutique Hotel in Marrakesh Artfully Melds Tradition and Modernity