Rosemary – A Marrakech Hotel Designed By LRNCE
Belgium-born Laurence Leenaert is the artist behind Marrakesh-based lifestyle brand, LRNCE – her latest venture alongside her husband, Ayoub Boualam, is Rosemary, an impeccable hand-crafted hotel in one of the oldest neighbourhoods in Marrakech.
Words: Hande Renshaw I Photography: Marina Denisova & Laurence Leenaert
The 5–room boutique hotel is the brainchild of the artist Laurence Leenaert and her husband, Ayoub Boualam. Photo: Marina Denisova
Owners Laurence Leenaert and her husband Ayoub Boualam, collaborated with dozens of master craftspeople to bring their vision to life. Photo: Marina Denisova
Rosemary is in one of the oldest neighbourhoods in the medina – Riad Zitoun Jdid. Photo: Marina Denisova
Rosemary is full of artful joy to be discovered in every corner. Photo: Laurence Leenaert
Rosemary is within a traditional Moroccan house with a central courtyard and garden. Photo: Marina Denisova
The newly opened Rosemary, is a five-room boutique hotel – impeccably designed by the artist behind LRNCE, Laurence Leenaert, and her husband, Ayoub Boualam.
Since the couple acquired the property in early summer of 2021, its transformation has been a labour of love and design attention. Each and every detail has been meticulously designed – with Laurence setting about custom-making trademark pieces of furniture of her own, including a cedarwood sideboard, sinuous wrought iron door handles, hand-painted bathroom tiles and sculptural sandstone planters – a new medium for the artist.
The name Rosemary references both the former owner, Rose-Marie, and the herb, which is a motif carried throughout the spaces. The hotel is located in one of the oldest neighbourhoods in the medina – Riad Zitoun Jdid. The riad was designed by Quentin Wilbaux who documented, photographed and personally restored close to 150 properties in the medina. It was later a beloved family home, before Laurence and Ayoub took over the property.
Over 20 master craftsmen and women were called on to realise the couple’s vision. Laurence and Ayoub took a hands-on approach to the design from the initial architectural drawings to the final installation of innumerable hand- crafted details. They travelled across the country in search of the best, including a group of women specialising in stained glass in Meknes, potters in Safi, hand-chiselled zellige from Fes and marble vendors in Rabat, as well as local carpenters, metalworkers, and plasterers who hand-poured the courtyard’s terrazzo tiles at a rate of 30 a day, while another team inserted 8000 red marble lozenges into the main staircase. A carved wooden cedar door, one of the first pieces created for the space, took over four months to make.
‘Getting to know Rosemary has been a significant part of my artistic evolution – I had to think through the whole experience from start to finish in order to create an authentically modern, Marrakchi world,’ says Laurence.
The 5 luxurious suites include the Jacaranda, Rosemary, Bird Best, Cleaned and the Cocoon - each room distinctly unique. There is also a plunge pool, a hammer, salon, shop and rooftop to soak up the sun on custom-made day beds.
The spaces are filled with Laurence’s own works, which adorn its walls, complemented by treasured pieces by artist friends from her own private collection. Several years of collecting went into finding pieces that are scattered throughout, such as the vintage Scarpa armchairs and light fittings hauled from long defunct hotels, 1920s desks and American Fanimation ceiling fans, Moroccan Beldi glass tumblers inspired by vintage whisky glasses and polished silverware.
If you happen to fall in love with a piece of furniture or design accessory (and you will!) during a visit, there’s a silver lining - most of the art and decor within Rosemary is for sale. From the vintage armchairs and statement lamps, to LRNCE-designed linens, stationery, bespoke scented toiletries, and even some original artwork, guests can order directly from the LRNCE online store and have it delivered to the riad the same day.
Several years of collecting went into finding pieces that are scattered throughout the hotel. Photo: Marina Denisova
A carved wooden cedar door was one of the first pieces produced for the space and took over four months to make. Photo: Marina Denisova
You’ll find many of Laurence Leenaert’s own works on the walls, complemented by treasured pieces by artist friends from her own private collection. Photo: Marina Denisova
Much of the art and decor within Rosemary is for sale, from the vintage armchairs and statement lamps, to LRNCE-designed linens, stationery, bespoke scented toiletries. Photo: Marina Denisova
Much of the art and decor in the riad is for sale, from the vintage armchairs and statement lamps. Photo: Marina Denisova
“Getting to know Rosemary has been a significant part of my artistic evolution – I had to think through the whole experience from start to finish in order to create an authentically modern, Marrakchi world.”
Hand-painted bathroom tiles in a bathroom space. Photo: Marina Denisova
One of the five bedroom spaces at Rosemary. Photo: Marina Denisova
Photo: Marina Denisova
LRNCE accessories, such as handmade ceramics and textiles can be found throughout the hotel, along with wrought iron door handles, hand-painted bathroom tiles and sandstone planters.Photo: Marina Denisova
Laurence Leenaert, and her husband, Ayoub Boualam have respected the age of the building, yet created a contemporary atmosphere. Photo: Marina Denisova
Soak up the sun on custom-made day beds on the rooftop. Photo: Marina Denisova
Several years of collecting went into finding pieces that are scattered throughout the hotel. Photo: Marina Denisova
Keen to share their own learning journey, the couple plan to offer immersive experiences that go beyond the usual cooking classes. Photo: Laurence Leenaert