The new store, which doubles as a restaurant and bar, stocks a wonderful range of vintage-style clothes from new designers, many with a Moroccan vibe and an urban twist. Also on offer are vintage bags, accessories, beautiful jewellery, coffee table books, perfumes, and home accessories from the finest bed linens to the best of Fez pottery.

Co-curating the store’s collection is El Fenn’s general manager Willem Smith and one of the biggest names in model making and fashion, ex-Ford Models, Paul Rowland.

Navigating and discovering gems in the vast network of souks can be quite a challenge and the new store fills a much-needed retail gap for the discerning shopper. Welcoming day shoppers and hotel guests alike, El Fenn’s shopping experience will do so much more than remove the need for haggling in the souks.

The former lofty restaurant and theatre have been transformed into a roomy retail space which has direct access on to the street via an elegant art deco glass entrance, and enhanced by two dramatic staircases leading to the first floor. The interior of the new store has a classic English Old School vibe, complete with vintage-style lampshades, and there is still space for 35 diners and more drinkers to prop up the bar. Adorning the walls currently are works from Marrakech-based Galerie 127.

For sale are items from El Fenn’s own unique décor, plus the best of what individual designers are creating in Marrakech, and popular locally produced homewear such as Beldi bread baskets and the beautiful hand-woven kilim blankets and cushions from the Atlas Mountains that fill El Fenn’s day beds with colour.