This New Boutique Hotel in Marrakech Doubles as a Contemporary Art Gal

Hidden away from the frenetic energy of the Marrakech medina, down ancient narrow alleyways on the quieter side of the city, lies the newly opened boutique hotel, IZZA. Named in honour of the strong, neighbourly, and respected Berber woman whose ancestral home once stood on this site, the hotel has earned the nickname ‘the museum in the medina.’ 

Launched last year, IZZA pays tribute to Bill Willis, the celebrated architect and socialite who fell in love with Marrakech’s dynamic spirit in the mid-20th century. At that time, the Red City was a vibrant sanctuary for hedonistic intellectuals and creatives, captivated by its bohemian allure. 

Each corner of the hotel echoes Willis’ distinct Orientalist design style, seamlessly blending traditional Moroccan craftsmanship with vintage, mid-century Italian furnishings. The hotel reflects the city’s free spirit, with art pieces abundantly displayed throughout the space. 

When London-based proprietors NEON Adventures Ltd conceptualised the hotel several years ago, art was at the core of their vision. At that time, NFTs were gaining recognition in a niche art segment, and the hotel’s art focus included digital, AI-driven, and generative works, thanks to collaborations with esteemed partners like gallery fellowship.xyz and prominent NFT collector Studio 137. 

Today, adorned with over 300 contemporary art pieces—primarily by emerging Moroccan and international artists—IZZA transcends the conventional hotel experience, evolving into a refined contemporary art gallery. Comprising seven interlocking riads and three tranquil courtyards filled with green creepers against beige and cream walls, IZZA’s fourteen rooms are each uniquely inspired by creative pioneers who once sought inspiration in Marrakech. It’s a space where every stay promises a serene escape, steeped in the spirit of a bygone era. 

Rooms at IZZA, named after iconic “freedom seekers,” are all distinct but share a common fascination with Moroccan culture and its colourful history. The premier suite, Yves (Saint Laurent), offers a light-filled, expansive space with sweeping views over the hotel. The Grace (Jones) suite, a nod to the fearless musician and model, features a custom Parisian textile, a hardwood headboard, and a luxurious copper roll-top bathtub.

The Leila (Alaoui) room, inspired by the photographer’s empathetic work, offers a serene atmosphere with sky blue and dove grey zellige floor tiles, opal blue bed linens, and a dove grey tadelakt wet room. Most rooms, including the junior suites, feature alcove beds nestled between walls, creating an intimate ambiance. Luxurious Egyptian cotton linens and organic bath products sourced from the nearby Ourika Valley enhance the experience. 

In the three shaded courtyards, you’ll find a 10-metre pool, a soothing foot-pool, and a calming wall fountain. While the courtyards and rooftop terrace invite lively conversations, the quiet library and cosy tea room provide peaceful retreats perfect for reconnecting with your creative self. 

The hotel’s crowning feature is its rooftop bar and main restaurant, Bill’s Bar, a tribute to Bill Willis. Ascend the five winding staircases to be greeted by panoramic views of the bustling medina below. This homage to Willis blends modernist sensibilities with traditional Moroccan craftsmanship, with flamboyant tiles, intricately carved wood, and majestic fireplaces showcasing his iconic design. 

Within the bar, geometric floor patterns and parquet flooring evoke Willis’ masterful recreation of Rick’s Café from Casablanca. The smooth, hand-applied tadelakt walls are adorned with intricate zellige details, inspired by his own home. Artefacts and photos further celebrate Bill Willis’ vibrant designs and enduring legacy. 

Amine Kabbaj, IZZA’s master architect and a leading figure in Moroccan architecture, has been integral to the project since its inception eight years ago. His meticulous design, evident in the Moroccan zellij tiles, intricately carved plaster, and bohemian memorabilia, highlights his extraordinary attention to detail. 

Photography Credit: IZZA