Riad Rosemary, Marrakech, Morocco
A Handcrafted Sanctuary Where Contemporary Art Meets Moroccan Tradition
Why DNA Hotels Loves It
● An intimate five-suite riad created by artist Laurence Leenaert and Ayoub Boualam as a living expression of their creative world.
● Extraordinary craftsmanship, with every surface shaped by Moroccan artisans using traditional techniques and contemporary design.
● A serene adults-only retreat where art, architecture, and hospitality blend into one immersive experience.
A Creative Vision Inside the Medina
Hidden within the historic Riad Zitoun Jdid district, just moments from Bahia Palace, Rosemary feels less like a hotel than a beautifully inhabited home. Opened in 2023 after a meticulous three-year transformation, the five-suite riad is the first hospitality project by Belgian artist Laurence Leenaert, founder of LRNCE, and her husband Ayoub Boualam. Working with more than forty Moroccan artisans, they transformed a restored riad into an intimate retreat where every detail reflects their shared appreciation for craftsmanship and contemporary design. Nothing feels accidental. Everything tells a story.
Moroccan Craft Reimagined
The original architecture remains the foundation. A leafy courtyard centred around a mature jacaranda tree, traditional loggias, and a peaceful hammam preserve the spirit of the historic riad, while handcrafted terrazzo, carved cedarwood, stained glass, wrought iron, tadelakt, and zellige tiles introduce a distinctly contemporary language. Vintage furniture collected over many years sits comfortably beside bespoke pieces designed by Leenaert herself, creating interiors that feel both deeply rooted and refreshingly modern. Old and new never compete. They quietly enrich one another.
Only Five Suites
With just five individually designed suites, privacy comes naturally. Each room features custom furniture, handcrafted ceramics, original artworks, and textiles from the LRNCE collection, while several open onto private balconies or overlook the tranquil courtyard below. The atmosphere is calm, tactile, and wonderfully residential, encouraging guests to slow down and appreciate the remarkable level of detail woven into every corner. Luxury here is measured in craftsmanship. Not square metres.
An Immersive Creative Retreat
Rosemary extends well beyond beautiful interiors. The rooftop terrace becomes the heart of the day, serving generous Moroccan breakfasts beneath the jacaranda canopy before transforming into a peaceful place for afternoon reading or evening drinks overlooking the medina rooftops. The traditional hammam offers deeply restorative rituals, while workshops in ceramics, stained glass, natural soaps, and Moroccan craftsmanship invite guests to experience the creative traditions that shaped the riad itself. The experience feels wonderfully personal. Almost like being welcomed into an artist’s home.
A Different Rhythm of Marrakech
Located within one of the oldest neighbourhoods of the medina, Rosemary places guests within easy walking distance of Bahia Palace, the Mellah, artisan workshops, and countless hidden streets where everyday Marrakech continues much as it always has. The riad offers a quieter, more contemplative perspective on the city while remaining deeply connected to its cultural life.
Why It Works
Riad Rosemary succeeds because it never separates design from craftsmanship. Every handmade tile, carved doorway, terrazzo surface, and carefully chosen object contributes to a hotel that feels genuinely lived in rather than styled. It is an intimate celebration of Moroccan artistry, interpreted through a contemporary creative lens that is both deeply personal and unmistakably Marrakech.
