Checking in to IZZA – at the crossroads of creativity

Stepping through the discreet doorway that leads you in to IZZA, all the Moroccan clichés spring to mind – but it is indeed an oasis, a retreat, a quiet escape from the motorbikes and the mayhem of the medina, the saturated palette of the market.

The cool – in every sense of the word – interior is a muted combination of earthy tones and green accents from mid-century avocado to olive-grove grey, all framed by the textures and patterns of a traditional Moroccan architectural and design vocabulary. There is an imperceptible change of pace on entering the property, which is facilitated by a design that is about detail, and a luxury that is about a slower pace that allows guests to appreciate that detail.

Image credit: IZZA MARRAKECH

In pride of place alongside the reception area, guests are greeted by two statement portraits from Moroccan photographer Leila Alaoui’s ‘Les Marocains’ series, and the artistic curation continues as you go deeper into the property, as it is in fact integral to its design and vision.

IZZA has been designed to be both a creative hub and a meeting place. As I was guided through the hotel, the next stop en-route was the coffee bar, where the colourful, and now iconic, Hassan Hajjaj images draw you in as much as the enticing aroma of fresh ground coffee.

Image credit: IZZA MARRAKECH

The art collection at IZZA has been sourced from a variety of partners including fellowship.xyz, a leading contemporary and digital art gallery, the prominent NFT collector Studio137, and the exclusive private collection of IZZA’s founder and owner, Neon Adventures , a private London-based family office with interests across technology, property, lifestyle and philanthropy. Together they form what is poised to be one of the most expansive permanent exhibitions of generative and digital art in the world.

In addition to the aforementioned works by Hajjaj and Alaoui, a walk through the courtyards and corridors of IZZA is one of artistic exploration as you stumble across the ‘motion portraits’ by Ethiopian artist Yatreda, works from Sebastião Salgado’s ‘Amazonia’ series; alongside works from historic generative art collections like ‘Fidenza’ by Tyler Hobbs. The essence of this collection is about creating that crossroad where new ideas converge with ancient traditions – digital art with its eye firmly on the future hangs next to a wall framed by carved zellige set in the ochre tones of the traditional tadelekt.

While the art collection may be firmly focussed on the future, there is an element of nostalgic romance about the design which takes layers of inspiration from the designer Bill Willis who, along with Saint Laurent and other mid-century creatives, spent time in the red city, soaking up the inspiration which shaped their careers. The design style that became Willis’s signature runs throughout the property, from the use of colour and pattern to an eclectic mix of styles.

There are also some very literal references to him, the most notable being Bills Bar which is full of memorabilia, notes and photographs of a decidedly more louche moment in Marrakech time. This space also references one of his original designs, Ricks Bar in Casablanca, which in turn took its inspiration from Hollywood, Bogart and Bergman.

Image credit: IZZA MARRAKECH

Notably, in a city that is increasingly becoming about being seen, there is an over-arching air of discretion and privacy running though this property. While there are plenty of communal spaces, there is also a plethora of more private spaces, and the library – fortuitously just at the end of my little terrace – was a personal favourite. In many ways this room encapsulates the spirit of IZZA with very direct Willis design references, from the tiles framing the fireplace, along with the eclectic addition of a statement mid-century light feature.

Design elements aside, it also felt like a very personal collection, and I must confess to being compelled to take a few well-considered tomes to my room to catch up on some inspirational coffee-table book paging.

After a relaxing massage in the spa – another little luxury that comes as standard – with my toes tucked into a pair of ‘babouche’ and a mint tea cocktail on the perfectly appointed table under the pergola, the evening drew in around the terraces of IZZA. In the softer twilight the design elements were amplified, with architectural arches and courtyards moving in and out of the shadows. And again, that easy co-existence of oriental and contemporary design was the hero, as digital images fluttered across screens, all punctuated by the soundtrack of the call to prayer that ricochets around a Moroccan medina.

Main image credit: IZZA Marrakech