The artistic couple created a designer
paradise in the Red City

September 2023. was exciting for the founders of another beautiful hotel in Marrakesh. The long-awaited Rosemary Riad opened last year as the first foray into the world of hotels by a famous Moroccan artist couple.

Boutique accommodation with 5 rooms is the brainchild of artist Laurence Leenaert and her husband Ayoub Boualam, who in 2013 co-founded LRNCE, an art studio known for striking, hand-painted ceramics, textured rugs and framed artwork that echo the landscapes of Marrakech (we mentioned Leenaert’s work housed at the previous Farasha Farmhouse). Her extraordinary artistic signature has not only gained popularity within the Moroccan community, but has captured the attention of art enthusiasts and collectors around the world. The works of the LRNCE studio have been shown in galleries and exhibitions in world capitals such as New York, Paris, London and Tokyo, transcending cultural boundaries and leaving a mark on the global art landscape.

The duo has now applied their aesthetics to designing and decorating one of the more unrecognizable riads in the Red City , while offering a unique shopping experience. Much of the art and decor you see at Riad Rosemary is for sale, from vintage armchairs and striking lamps, to LRNCE-designed linens, stationery, bespoke scented toiletries and even original art like the framed work hanging on the wall Bird Nest Apartments. Guests can also order artwork directly from the LRNCE online store and it will be delivered to the riad the same day. The owners imagined this unique hotel accommodation as an intertwining combination of design, trade, dedication to the local Moroccan ethnic group that they value so much, with the opportunity to take a break among all these visual beauties.

Located in one of the oldest neighborhoods in the old part of the city (medina) , Riad Zitoun Jdid, the Rosemary Riad was designed by the Belgian Quentin Wilbaux, who documented, photographed and personally restored close to 150 properties in the medina. It was later a beloved family home, before Laurence and Ayoub bought it in early summer 2021. The name Rosemary is a homage to the former owner of the house, the French woman Rose-Marie, who persuaded them to take over the three-story building. Also, the rosemary motif appears throughout the riad, in custom fragrances and, of course, in the planting.

Laurence says that meeting Rosemary’s riad was a significant part of her artistic evolution, and she devoted herself to the experience from beginning to end to create an authentic yet modern Marrakchi world.

As many as 20 local master craftsmen were employed to realize the duo’s vision, who took a hands-on approach to design from the initial architectural drawings to the final installation of countless handcrafted details. They traveled the country in search of the best, including a group of women specializing in stained glass in Meknes, potters in Safi, hand-carved zelias from Fes and marble sellers in Rabat. On the walls you will find many of Laurence’s own works, complemented by precious works by artist friends from her private collection. Several years of collecting went into finding vintage Scarpa armchairs and light fixtures sourced from long-defunct hotels, 1920s tables and American Fanimation ceiling fans, Moroccan Beldi glass tumblers and polished silverware, all expertly chosen to blend into the space in a way that makes sense. Intertwined with a touch of witty irreverence through a series of details that repeat throughout the house such as the octopus motif and angular, embossed plasterwork, infectious joy can be detected in every corner.

No detail is left to chance. While work on the riad had already begun, Laurence set about creating her own signature furniture pieces, including the Rosemary suite’s cedar chest of drawers, sinuous wrought-iron handles, hand-painted bathroom tiles and sculptural sandstone planters. The wedding chair, designed by Laurence and Ayoub themselves, takes pride of place on the roof terrace shaded by the canopy of a 40-year-old Jacaranda tree that sprouts from the courtyard. And a vintage Mercedes from the golden age of Marrakech, drives you from the airport to the riad in an intoxicating retro fancy style.

Laurence and Ayoub wanted to share their own learning experiences with their guests, so cooking and language courses are available in the riad, as well as less common educational gatherings. From mixing your own soaps and hammam scrubs using traditional herbs, spices and flowers found in the nearby neighbourhood, to table setting and traditional crafts taught by Laurence herself. Finally, Rosemary Riad offers a deep dive into understanding the stories of the things around you. When you come to a little piece of colorful paradise on earth called Marrakech. The price of a night in the off-season starts from 220 euros for a small room up to 450 euros for the most beautiful Rosemary apartment.