Some places captivate before you even step inside. MORO CONCEPT is one of them. A mid-century whitewashed façade, punctuated by bold Helvetica lettering, stands strikingly against the Marrakesh light, instantly drawing you in as you stroll down Rue Yves Saint Laurent. Beyond its discreet entrance, a lush garden with a pool welcomes you—a tranquil prelude to the world of discovery that lies ahead.
Inside, every corner tells a story. From locally crafted skincare infused with Moroccan botanicals to a curated selection of fashion, art, and interiors, MORO CONCEPT invites you to lose track of time. A handwoven carpet catches your eye, a sculptural vase whispers of its artisan’s hands, and before you know it, you’re lingering over lunch by the pool, immersed in the moment.
We sat down with artist Mohcyn Bousfiha and entrepreneur Mouad Mohsine, the visionaries behind this dynamic space, to learn more about their journey, their inspirations, and the art of slow shopping in Marrakesh.
IRMA: How did the idea for MORO CONCEPT come to life?
MOHCYN BOUSFIHA: Mouad and I go way back—our families have been connected for generations. His father and my grandfather were best friends. We come from different professional backgrounds—Mouad as an engineer in the food industry, and myself as an architect and interior designer—but our shared love for design, art, and culture led us to create something unique. MORO CONCEPT is an expression of that passion: a space where aesthetics meet functionality, where every object has a story.
IRMA: Your journey began with skincare. What inspired you to expand into interiors and fashion?
MOHCYN BOUSFIHA: It was a natural evolution. Our clients were drawn to the Moroccan spirit behind our beauty products—organic, rooted in tradition yet modern. We realized they wanted more than just skincare; they were looking for a complete lifestyle. Fashion, homeware, and interior pieces became an extension of that philosophy, allowing us to offer a fully immersive experience.
IRMA: Shopping in Marrakesh outside the Souk—how would you describe the experience, and who is your clientele?
MOHCYN BOUSFIHA: The Souk is enchanting, but beyond its labyrinthine alleys, Marrakesh has a thriving design scene. In neighborhoods like Majorelle and Gueliz, you’ll find beautifully curated spaces offering high-quality, locally crafted pieces. Our clientele is a mix of well-traveled aesthetes, design-conscious locals, and those who appreciate authenticity—people looking for something that feels both personal and timeless.
RMA: Your boutique feels more like a private residence than a traditional store. Which came first—the boutique or the hotel?
MOHCYN BOUSFIHA: The boutique was our first step, but we always envisioned something beyond retail. The boutique hotel followed naturally, allowing guests to live with the design elements we curate, to experience the textures, scents, and aesthetics in a way that transcends shopping. Even our skincare line is exclusively used in the hotel’s suites—it’s about creating a fully immersive environment.
IRMA: You recently transformed the reception area into a gallery space. How important is it for you to keep evolving?
MOHCYN BOUSFIHA: Essential. A concept store should never be static. We see MORO as a living, breathing space—one that constantly reinvents itself. Whether it’s an exhibition of artisanal carpets, a new fashion collaboration, or a shift in curation, there’s always something new to discover. It keeps the experience fresh, both for us and for our visitors.
IRMA: If your store were a film, which one would it be?
MOHCYN BOUSFIHA: A blend of A Bigger Splash and The Grand Budapest Hotel—cinematic, immersive, stylish. A place where tradition and modernity merge in the most unexpected ways.
IRMA: The one piece everyone should take home from MORO?
MOHCYN BOUSFIHA: Our signature argan oil infused with amber. It’s pure Morocco in a bottle.
IRMA: Your favorite place in Marrakesh to unwind?
MOHCYN BOUSFIHA: A slow afternoon by the pool at Kasbah Bab Ourika, surrounded by the Atlas Mountains—timeless, serene, the perfect escape.
MORO CONCEPT isn’t just a store—it’s an experience, a journey, a beautifully curated world waiting to be discovered.
