In Morocco, hospitality has always been more than service. It is ritual, memory, architecture, and emotion woven into daily life. With AKAN, a new hospitality collection emerges — not as a conventional luxury brand, but as a carefully curated constellation of soulful maisons and intimate hotels rooted in culture, craftsmanship, and human connection.
Founded by Dar Taarji, a third-generation Moroccan family holding, AKAN introduces a vision of travel shaped by authenticity rather than spectacle. Its name, drawn from Amazigh culture, symbolises “body” and “structure” — a reflection of both Morocco’s architectural heritage and the invisible social threads that connect generations, stories, and places.
Rather than creating uniform luxury experiences, AKAN embraces individuality. Each property within the collection carries its own rhythm, identity, and emotional atmosphere — from hidden riads in Marrakech’s medina to garden sanctuaries in the Palmeraie. Together, they form a living narrative of Moroccan hospitality, where tradition and contemporary refinement exist in quiet harmony.
At the heart of the collection are three iconic addresses that each embody a different expression of Morocco’s art of living.
La Villa des Orangers: A Living Treasure of the Medina
Hidden behind an understated façade in the heart of Marrakech, La Villa des Orangers feels suspended in time.
The former 1930s riad blends serene patios, orange-tree-filled courtyards, seasonally heated pools, and refined craftsmanship into an atmosphere of discreet elegance.
As the first Relais & Châteaux property in both Africa and the Middle East, the maison embodies a rare balance between intimacy and heritage. Here, Moroccan hospitality unfolds slowly — through candlelit lounges, Andalusian gardens, panoramic rooftop views, and a philosophy rooted in heartfelt simplicity.
Les Deux Tours: A Garden of Silence
Set within a lush three-hectare park in Marrakech’s Palmeraie, Les Deux Tours offers a different rhythm entirely. Shaded pathways, private pavilions, tranquil pools, fireplaces, olive trees, and hammams create a sanctuary defined by stillness and understated beauty.
The property reflects AKAN’s deeper philosophy: luxury not as excess, but as atmosphere. Meals celebrate local ingredients and produce grown within the gardens themselves, while every architectural detail honours Moroccan craftsmanship and meaningful simplicity.
El Fenn: Art, Colour, and Contemporary Morocco
In contrast, El Fenn pulses with colour, creativity, and artistic energy. Spread across thirteen interconnected riads within Marrakech’s medina, the property combines contemporary art, vibrant interiors, rooftop terraces, and Moroccan craftsmanship into an immersive cultural experience.
More than a hotel, El Fenn operates as a living gallery — home to works by internationally acclaimed artists alongside locally rooted materials, textures, and traditions. It is a place where modern Morocco reveals itself through design, conversation, music, and light.
A Different Vision of Luxury
What distinguishes AKAN is not simply its properties, but its philosophy of hospitality itself. Rather than standardisation, the collection celebrates diversity, memory, and emotional resonance.
As COO Eros Abrile describes it, AKAN is about “weaving a story — the story of a living, diverse, and emotionally resonant Morocco.”
In a world increasingly dominated by sameness, AKAN offers something rarer: places with soul. Spaces where architecture carries memory, hospitality feels personal, and luxury becomes deeply human.
AKAN does not simply invite travellers to visit Morocco — it invites them to feel it.
