Beyond the Medina: A Walking Guide to Gueliz, Marrakech’s New Town

 

Explored the medina and keen to discover more of the city? Head to Gueliz to see modern Marrakech in action – and some of the city’s best shopping  

Where is Gueliz? 

It will take you about 20 minutes to walk to the ‘new town’ from El Fenn – or hop in a yellow petit taxi and be there in minutes. The area was developed during the French protectorate in the 1920s and is laid out in a grid system of interconnecting streets running off the main road Mohammed V. It’s been rapidly developed in recent years but if you look closely, you’ll be rewarded with some stunning art deco architecture, as well as classic historic villas. Today, you’ll find international brands such as Zara and McDonalds in Gueliz. But explore the side streets and you’ll be rewarded by discovering shops owned by some of Marrakech’s best modern makers. 

 

Where do I start?

 

Breakfast at Cafe de la Poste (corner of Boulevard El Mansour Eddahbi and Avenue Imam Malik) is the perfect place to watch Marrakchis meet to chat over coffee, freshly squeezed orange juice and pastries. It was the first building constructed during the redevelopment of the area a hundred years ago and so sensitively restored by renowned architects Studio KO that time feels suspended. Monochrome chequered floors and towering palms are backdropped by fans, rattan and crisp white tablecloths. Breakfast is classic French style. 

 

Once you’re finished, head north up Mohammed V and after passing the Carre Eden shopping centre, you’ll see the Pharmacy Centrale on the right. Turn right onto Rue de la Liberte.

 

 

Marie Bastide 32 Rue de la Liberté

Architect, artist and polyglot creative, Bastide’s flagship store is filled with her contemporary take on Moroccan craft. Beautiful homeware, photography and accessories including silk scarves, notebooks and candles, are envisioned by Bastide and then made by artisans. We rarely leave empty handed.  

 

 

Atika 34 Rue de la Liberté

Floor-to-ceiling leather and suede shoes for men, women and children in every colour, texture and silhouette imaginable – from rainbow suede loafers to leopard print Mary Janes. The selection for men is also particularly strong. Budget accordingly. 

Turn left out of Atika and then take the first left into Rue des Vieux Marrakchis.

 

 

Sook Paris Rue des Vieux Marrakchis

Filled with casual separates that translate anywhere with each collection designed to a tight colour palette so you can mix and match shirts, jackets, dresses and trousers. There are also bags, accessories and some homeware. Their unisex ‘Marrakech Mon Amour’ t-shirt? An instant classic.  

Head back down to Rue de la Liberte, turn left and then left again into Rue Tariq Bnou Ziad

 

 

Norya Ayron 17 Rue Tariq Bnou Ziad

Norya Ayron made her name taking traditional shapes such as caftans and abbayas and spinning them with colourful, modern fabrics. Known for hunting out colour and pattern, these are pieces you can throw on everywhere from the pool to a cocktail bar. She also designs separates.

 

 

Galerie Siniya 28, Rue Tariq Bnou Ziad

Curator Hadia Temli has an extraordinary eye for work by artists from Morocco and its diaspora. The Inner Garden is currently on show for instance – a beautiful series of paintings by contemporary Moroccan artist Rita Alaoui who also painted the large murals in our entrance corridors.   

 

Walk back down Rue de la Liberte, cross over Mohammed V and head down Rue de Yugoslavie opposite. Be sure to take a look at the Comptoir des Mines gallery as you walk down. It’s housed in a beautiful art deco building. When you reach a small crossroads, you’ll see Lalla to the right opposite a garage. 

 

 

Lalla 35 Boulevard El Mansour Eddahbi

Laetitia Trouillet founded Lalla 20 years ago and is known for her collection of chic, colourful, and effortlessly stylish handmade bags and accessories. Our pick? The Socco Eponge: a large terry-cloth bag that’s perfect for beach days and made in a range of popping colours. It’s summer in a bag. 

 

 

Villa Some 76 Boulevard El Mansour Eddahbi

An art deco villa transformed into a dreamy concept store, where artisan furniture and accessories spill across sun-dappled rooms. The real magic? Almost everything can be customised – garden furniture, baskets, you name it. There’s also a small organic café.

 

 

The Bloom Room 104 Boulevard El Mansour Eddahbi

Small but perfectly formed. This flower and coffee shop also carries some gorgeous homeware so you can have a coffee, browse and enjoy the floral-filled atmosphere.

 

Where to have lunch in Gueliz? 

 

 

Amal (Rue Allal Ben Ahmed) is a non-profit training restaurant for women from disadvantaged backgrounds and the food is as good as the philosophy. The daily-changing menu is exceptional – proper Moroccan home cooking, garden seating, fresh lemonade. Couscous is served on Fridays and the pretty garden is always packed. 

If you have a sweet tooth head to Patisserie Amandine (177 Rue Mohammed el Beqal) which is filled with French-style pastries, Moroccan cookies and macarons. It’s the perfect place to grab a coffee and indulge yourself.

10 10 Lab has just opened and worth a stop for its extensive menu of cold pressed juices, speciality coffees and lattes including matcha and ube. The yam extract creates a purple-coloured coffee that’s perfect for your social feed. They also serve light lunches. 

 

Where to have drinks in Gueliz?

 

 

Pétanque Social Club 70 Boulevard El Mansour Eddahbi 

This former pétanque club dates back from the 1920s and was restored by renowned restaurateur Kamal Laftimi, the man behind Le Jardin, Café des Épices and Nomad. Now PSC is home to a plant-filled garden and bar restaurant that’s candlelit, atmospheric and perfect for an aperitif.

Napa Chapter 1 96 Rue Mohammed el Beqal

The award-winning team behind Farmers restaurant have just opened this cocktail bar where the flavours are infused with Morocco and the music curated to keep the atmosphere buzzing. The drinks are fantastic and there’s always a fun crowd. 

 

And what are the best places for dinner? 

 

Plus61 96 Rue Mohammed el Beqal

Morocco meets Australia in this relaxed restaurant where bread, pasta, cheese and yogurt are made in-house and used in flavour-packed dishes. The dining room is a masterclass in translating traditional materials including zellige and marble into a serene contemporary setting and the food draws on Mediterranean, Middle Eastern and South Asian flavours.

Farmers 96 Rue Mohammed el Beqal

All the produce for Farmers is grown on a permaculture farm on the outskirts of Marrakech and it recently won a Sustainable Restaurant Award. The farm to table menu includes meat and fish served alongside seasonal vegetables in dishes that merge global culinary influences and traditional techniques.