Occupying a restored riad originally designed by Quentin Wilbaux, a celebrated architect and preservationist of Marrakesh’s medina, Rosemary pays homage to the past while embracing the present. The building’s storied walls, once a beloved family home, have been transformed with an extraordinary level of detail by Leenaert and Boualam, who traversed the country to source materials and expertise. Working with stained glass artisans in Meknes, potters in Safi, and zellige craftsmen in Fes, along with Marrakesh-based carpenters, metalworkers, and plasterers, the couple oversaw every aspect of the design during an intense three-year process. From the hand-carved, cedar wood front door, to the hand-poured terrazzo tiles in the courtyard and the 8,000 red marble lozenges meticulously set into the main staircase, the hotel’s design ultimately pays a deeply respectful homage to Moroccan craftsmanship, brought alive by Leenaert’s signature visual language, a playful medley of organic and geometric forms accentuated by pops of colour.

The hotel’s interiors masterfully interweave original features with handcrafted elements that blend traditional techniques with contemporary design seen through angular relief plasterwork, sinuous wrought iron door handles, and stained-glass windows. This interplay of old and new is further enhanced by an eclectic mix of vintage finds painstakingly collected over several years and custom designs, many of which are Leenaert’s own creations. The latter include sculptural sandstone planters, hand-painted bathroom tiles, and a cedarwood sideboard in the Rosemary Suite, while some of the vintage highlights showcase Scarpa armchairs, light fittings salvaged from defunct hotels, 1920s desks, and American Fanimation ceiling fans. A collection of artworks adorning the walls, some by Leenaert, others from her private collection of artist friends, complete the soulfully curated interiors.

Nothing has been left to chance. From the LRNCE-designed linens, stationery, and bespoke scented toiletries—all of which are available for sale, as are a select few pieces of furniture and artworks—to the Moroccan Beldi glass tumblers inspired by vintage whisky glasses, even the smallest detail has been carefully curated by Leenaert and Boualam to enhance the hotel’s intimate, home-like atmosphere. Their attention to detail extends to Rosemary’s name: inspired by the herb as well as its former owner, Rose-Marie, the name reflects the hotel’s respect for nature and memory, evident throughout the property, from the custom-made scents to the greenery that infuse the spaces with a sense of vitality and renewal.

Beyond the aesthetics, Rosemary offers an array of thoughtful amenities and experiences. The rooftop terrace, shaded by the canopy of a 40-year-old jacaranda tree, is a serene space for sunbathing, stargazing, or enjoying meals prepared with local ingredients. The plunge pool, with its hand-painted tiles inspired by the sea, invites leisurely dips, while the hammam offers an indulgent introduction to the ancient art of Moroccan bathing rituals. A salon provides a cozy nook for reading, socializing, or watching a film, further enhancing the hotel’s intimate ambiance.

Keen to share their passion for Moroccan culture, Leenaert and Boualam have curated experiences that go beyond the typical tourist offerings. Guests can learn how to mix their own soaps and scrubs using traditional herbs and flowers from the nearby Mellah, participate in crafts workshops led by Laurence herself, or explore the art of tablescaping, all activities designed to deepen one’s connection to the stories and traditions embedded in the hotel’s design, underscoring the couple’s commitment to making art and design a lived experience.

In Rosemary, Laurence Leenaert and Ayoub Boualam have created more than a hotel; they have crafted a living, breathing canvas that captures the essence of Marrakesh through its history, its artistry, and its soul where guests can witness up close that  every detail tells a specificstory, and every moment invites discovery and fascination.