Gueliz Guide ('kech’s “new town” neighborhood)
Marrakech’s neighborhood of Gueliz, or the “Ville Nouvelle/New Town,” is a more modern counterpoint to the ancient medina and is definitely worth exploring. It’s about a 20 minute walk from the main medina square (Jemaa el Fna) and is home to chic cafes, edgy design shops, galleries, and some of the city’s newer tourist attractions like Jardin Majorelle and the Yves Saint Laurent Museum. While we definitely recommend seeing these headliners, there are many more spots worthy of a stop-in as well.
Gueliz was built by the French just before 1920 and is quintessentially Art Deco. The plan was to expand the city, bringing it into modernity, while preserving the historic medina. Expat French and other European families mainly moved into the new digs; gorgeous Art Deco villas with large, lush gardens served as serene oases adjacent to the bustling old city, where the likes of Yves could find their inspiration. While the colonial past certainly has its problematic elements, the villas of Gueliz can be appreciated from an architectural perspective and sadly, many were demolished by the early 2000s to make way for a new wave of commercial building in the area. As with many historic cities, especially in the Instagram age of hyper-tourism, Marrakech grapples with a complicated relationship between various competing elements of urban growth, historic preservation, tourism, economic growth, and gentrification. While the sun has set on the Deco days of Gueliz, the New Town still serves as an artsy melting pot and there’s a fresh batch of creative energy pulsing through the streets just off the main thoroughfare of Avenue Mohammed V.
As you head up to Gueliz, we love to cut in through Cyber Parc, a (free) public park, for a peaceful stroll and some people-watching. Past Plaza Gueliz, which houses global branded shops (think Zara), head off the main drag into the side streets and wander.
Our first stop is The Bloom Room for a coffee, delish pastry, and gorgeous flowers. We are so excited about TBR opening their cafe! We’ve been following Laura and her floral design business for years now and are giddy little fans. If you’ve seen stunning pictures of Marrakech weddings with unbelievable, Vogue-worthy floral design, we’d bet they were courtesy of The Bloom Room. Now you can enjoy Laura’s aesthetic via her cute cafe shop and have the added benefit of a freshly baked sweet treat.
Another must visit for us is Norya ayroN, where you’ll find kaftans, abayas, and jumpsuits (and a small but mighty men’s line) in surreal silhouettes (we actually look good in a kaftan?!) and the most fun prints. Each is made in the small workshop adjacent to the shop in limited quantities and ever-changing fabrics. If you’re lucky, you may be greeted by the designer herself, who is Algerian-born, and the most chic woman we may have ever met. She may even style you and pin up your abaya to be tailored on the spot if any alterations are needed. Not to worry if you miss her - equally chic Nathalie is a sweetheart and has worked in the shop for years.
Head over to Marrakech institution Grand Cafe de la Poste for a very French lunch. It’s the perfect spot for a bite and a coffee or a zesty glass of bubbly as you plot the rest of your afternoon. We like to take a taxi from lunch up to the Jardin Majorelle area, as it’s on the outer stretches of the neighborhood, a good 20 minute walk away from the center of Gueliz.
If you’re working with limited time in your itinerary, hop into the Jardin* to see the larger than life cacti gardens and bold blue and yellow villa that’s become one of Marrakech’s main tourist draws, as well as the YSL Museum next door. Our pro tip, however, is to come the following morning when they open, if your schedule allows, to beat the crowds. Or, you can start your Gueliz tour up here and head down central in the afternoon. *While the Jardin Majorelle is beautiful and worth seeing once, we much prefer visiting le Jardin Secret in the medina for our garden fix.
While on Rue YSL, pop into some of the upscale design shops across from the Jardin Majorelle, most notably 33 Rue Majorelle. There are also outposts of well-known houseware store Chabi Chic and perfumery Heritage Berbere, though we prefer visiting the locations in Sidi Ghanem.
Our favorite stop near the YSL complex is MORO, a unique clothing/accessories/beauty/houseware concept store as well as a boutique hotel and restaurant. The staff here is amazingly welcoming and chill, and they have the best resident doggie. We’re obsessed with their The Moroccans line of beauty products and argan oils. We carry them in our online shop but have to restock!
After a respite at MORO or, if you’re cool enough to be staying at the new boutique hotel in the area, Maison Brummell, and can take a load off there, head out to drinks and dinner. There are tons of options including: Barometre for creative (maybe too creative?) cocktails, Petanque Social Club for global fare set in a sexy clubhouse, La Trattoria for classic Italian in a gorgeous lantern-lit courtyard, +61 for laid back Australian style with a focus on local ingredients, Farmers for even more of a focus on local ingredients - they source everything from a permaculture farm on the outskirts of the city, and Sabhi Sabhi for stylish, classic Moroccan by an all-woman team.
Cab it home from dinner to your riad… you deserve it after all that walking! Any of the restaurants will order a taxi for you - just ask when you’re settling up the bill.
Enjoy your Gueliz adventures and let us know what you think!
