Marrakech will be the new London

Apart from the simple and breathtaking tourist destination of a travel agency exhibitor, Moroccan land has for years been in the European spotlight as one of the new centers of excellence for street culture, art, and fashion. 

In the midst of a transformation that has been going down for less than a decade, the main cities of Morocco are shining with new light through institutions such as AiM (Art In Marrakech), the international biennial of contemporary art that has been promoting intercultural and interdisciplinary exchanges since 2005, contributing to affirming the city in the international artistic landscape and positioning it as an avant-garde artistic destination like Venice, while events like Africa Fashion Week Marrakech begin to move the first steps towards their realization. Photographers, street artists, designers and multimedia artists animate the streets of Tangier, Casablanca, Rabat, Agadir and beyond, acting as a fervent and frantic internal push.

At the heart of this new network, Marrakech is positioned as a fortress populated by creators, whose many resemblances to the European underground environment for creative subversion and independent scenes reminds cities like London and Berlin in ways that just do not  easily jump to the eye. 

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From the tv aerials overhanging the crowded streets to the youth in a tracksuit and Air Max riding scooters, the iconography of modern Marrakech is something similar and extremely close to our daily molten with those remote and mystery elements to which western culture can't help but be fascinated by.   

Cover image by photographer Hassan Hajjaj   

In October of this year, Marrakech will see the inauguration of a colossal museum dedicated to Yves Saint Laurent near the Majorelle garden - owned by Saint Laurent and Pierre Bergé