Hidden around the colourful corners of Marrakech lies a boutique gem called IZZA. More than just a hotel, IZZA feels like stepping into a living gallery intertwined with the essence of home. With its labyrinth of interconnected riads, lush courtyards, and an unmatched art collection, it is where history, creativity, and comfort converge.
Opened in September 2023 after eight years in the making, IZZA comprises 14 individually designed rooms, each named after the creative freedom seekers of the 1960s and 1970s who sought inspiration in Marrakech. Among these is a room named after Yves Saint Laurent, whose profound connection to the city echoes throughout the property. The most notable influence, however, is the late American socialite designer Bill Willis, whose architectural genius and bohemian spirit shaped the aesthetic of modern Marrakech.
During my stay, I was fortunate to call Leila my room, a breathtaking sanctuary that perfectly captures IZZA’s ethos. The interiors are spellbinding, blending nostalgic elegance with Moroccan charm. The bathroom is a standout feature, an ode to grandeur and luxury. Its design, a harmonious mix of intricate Moroccan craftsmanship and contemporary opulence left an indelible impression.
A Curated Masterpiece
IZZA’s art collection is nothing short of extraordinary. Housing over 300 pieces, the hotel is a treasure trove of contemporary Moroccan art and one of the largest permanent exhibitions of generative and digital art globally. Works from luminaries such as Sebastião Salgado, Refik Anadol, and Yatreda create an immersive, dynamic experience.
The curation extends beyond the walls to the hotel’s ethos. IZZA actively supports Moroccan creativity through its Associate Artists Programme, launched in January 2024. This initiative collaborates with 20 local artists annually, offering mentorship, commissions, and opportunities to display their work. By providing monthly allowances to spend on food and drink within the hotel, artists are encouraged to draw inspiration from the space itself. The program is a shining example of IZZA’s commitment to fostering art and community.
Gastronomy Redefined
IZZA’s restaurant, Noujoum, reimagines Moroccan cuisine with a contemporary flair, crafting dishes that honour tradition while embracing modern innovation. The seasonal menu, sourced from local suppliers and the hotel’s very own rooftop garden, embodies a commitment to sustainability and quality. Each dish tells a story, weaving Moroccan heritage with European influences, resulting in a dining experience that is as inventive as it is delicious.
Among the standout offerings is the Monkfish Tagine, a modern interpretation of the classic dish. The tender, perfectly spiced monkfish is paired with vibrant vegetables and fragrant saffron, making it a memorable centrepiece for any meal. The Spinach Gnocchi, a surprising addition to the menu, offers a delightful fusion of textures and flavours, with hints of Moroccan spices complementing the soft, pillowy gnocchi. Meanwhile, the Couscous, with a Delightful Twist elevates the staple grain with unexpected additions that lend it a refined, almost playful character.
And then, there’s the dessert, an experience in itself. Noujoum’s Vanilla Ice Cream is nothing short of extraordinary. Rich and creamy, with just the right balance of sweetness, it’s a simple pleasure perfected, and a must-try for any guest.
The culinary creativity at Noujoum is matched only by its setting. Perched on a stunning rooftop terrace, the restaurant offers breathtaking views of Marrakech, providing the perfect backdrop for any meal. Guests can linger over a steaming pot of mint tea or enjoy a signature cocktail under the glittering stars, soaking in the magic of the Medina.
Noujoum isn’t just a restaurant; it’s a sensory journey through Morocco’s culinary landscape, made unforgettable by its innovative menu, impeccable service, and unparalleled ambience.
Purpose Beyond Luxury
IZZA’s commitment to giving back is intricately woven into its identity, making it not just a luxury destination but a force for positive change. Through meaningful partnerships, such as with the Amal Centre, IZZA provides apprenticeships and practical training for women entering the hospitality industry. These initiatives go beyond financial contributions; they create opportunities, foster independence, and empower women to thrive in their communities.
Similarly, IZZA’s collaboration with Pikala Bikes offers guests eco-conscious ways to explore Marrakech while simultaneously supporting local youth. By providing sustainable incomes and meaningful employment, Pikala empowers its guides and creates a ripple effect of growth and positivity in the city. Together, these partnerships embody IZZA’s ethos: a dedication to uplifting its surroundings and leaving a meaningful impact on the lives it touches.
These initiatives push IZZA to the top of the list of places to stay in the world. As a woman who values giving back and the power of community, I felt truly inspired by IZZA’s efforts. The hotel is a reminder that luxury and purpose can coexist seamlessly. From empowering women through its Amal Centre partnership to fostering young talent through its Associate Artists Programme, IZZA doesn’t just celebrate creativity and culture; it actively invests in them.
There’s a profound sense of empowerment in every corner of IZZA. It feels like home, but with a vibrancy and mission that elevates it beyond mere hospitality. It’s a space where art, sustainability, and giving back create a unique harmony—a true embodiment of what the future of luxury travel should look like.
Dar IZZA, 46 Driba Laarida, Sidi Ahmed Soussi, Marrakesh 40000, Morocco
