Leah Renz
Whether in person or on screen, we've seen it all — the Eiffel Tower rising, like a mirage, at the end of a cobblestoned street in Paris; the bulbous dome of St. Paul's Cathedral standing out in the distance across London's River Thames; the Chrysler Building gleaming gold in the New York night; the gothic marble architecture of the Duomo of Milan turning rose and, then, blood orange as another day comes to a close. With their highly anticipated, agenda-setting fashion weeks and equally influential design showcases, from the mid-20th century onwards, these cities have cemented their status as style titans; designated must-sees for any self-respecting, style-obsessed globetrotter.
Home to some of the most inventively crafted design hotels in the world, these destinations are aesthetics-packed, stacking dolls: from globally acclaimed restaurants pairing high-end gastronomy with bold decor to artful cocktail bars, immersive galleries and museums, and more, they contain multitudes. Niche subcultures, ready to be explored.
As iconic as they might be, we can't help but think that, in 2025, to truly unlock the power and beauty that lies in great design, we need a paradigm shift — to look elsewhere, further, deeper, redirecting our interest to places whose storied creativity is cutting through the noise and redefining the global arts scene as we speak. Such is the case of the five underrated cities presented below and their teeming-with-talent communities.
1. São Paulo, Brazil
"People from all over Brazil move here, bringing with them different traditions, languages, tastes, and creative influences." — Lucas Recchia
"São Paulo is a massive, dynamic city, not just economically but culturally," Brazilian designer Lucas Recchia, whose sculptural furniture pieces seek to push the boundaries of local craftsmanship beyond carpentry, incorporating glass, marble, bronze, and granite into vibrant, iridescent creations championed by Isabela Milagre's gallery Bossa Furniture, says of the country's cultural capital. "People from all over Brazil move here, bringing with them different traditions, languages, tastes, and creative influences. You can really feel that mix in the city's food, music, and, of course, in its design. What makes São Paulo so special is this layered diversity; it's not a city with just one style, but rather a place where you'll find everything from brutalist architecture to lush modern interiors and street art. Design here is very much alive and always evolving. It reflects the complexity and richness of the people who live in the city."
What to Do and See in São Paulo
Extending over 7,700 square kilometers (nearly five times as large as London's), Greater São Paulo can be a maze of a place to navigate, particularly as an outsider. "I always recommend starting at Ibirapuera Park, not just for the green space, but for the architecture by Oscar Niemeyer," Recchia explains. Within the park, which spans 160 hectares, making it one of the largest ones in South America, "you have the MAC USP (The Museum of Contemporary Art, University of São Paulo), the MAM (Museum of Modern Art), and the Ibirapuera Auditorium. If you're lucky, you might catch a concert or performance there; it's one of the best examples of how public architecture and culture come together in São Paulo."
Located in the financial and cultural heart of the city, Paulista Avenue is another must. "It's one of the most iconic parts of São Paulo, where you can see different architectural eras side by side, from early 20th-century mansions to towering glass buildings," the designer says. "There lies MASP (São Paulo Museum of Art), which has one of the most important art collections in Latin America and is housed in a striking structure suspended by red concrete beams, designed by legendary Italian-Brazilian modernist architect Lina Bo Bardi and recently completed with an extension by local studio METRO."
On the same road is Japan House São Paulo, an international hub dedicated to promoting the best of contemporary Japanese culture, which cultural director Natasha Barzaghi Geenen recommends visiting for an eclectic selection of visual arts, design, architecture, fashion, and crafts. Once a bank, the building that houses it, reimagined by Kengo Kuma with Brazilian architecture firm FGMF, lures passersby in through its intricate hinoki (Japanese cypress) wood facade, and currently hosts a calendar of events at the intersection of sustainability, design, and community. Other unmissable addresses to visit while in town include "the SESC Pompéia leisure center, Bo Bardi's final project, the Paulo Mendes da Rocha-designed sculpture and ecology museum, MuBE, and the Museu do Ipiranga, which boasts an expansive historical collection and was recently re-envisioned with a contemporary approach by Brazilian architect firm H+F Arquitetos," Geenen says. Though the real forte of São Paulo might well be its ambitious range of year-round cultural events.
"This year, the São Paulo Art Biennial (September 6-January 11, 2026), reuniting work from 120 artists, and the Architecture Biennale (BIAsp, September 18-October 19) are — very unusually — happening at the same time, offering an interested traveler the chance to admire both and witness the city in full artistic swing," Geenen warns. More inspiration is served by the yearly iterations of the SP-Arte art fair, open studios initiative Design Barra Funda, which allows visitors to step inside the ateliers and antique shops that dot the eponymous neighborhood, and DW! São Paulo Design Week, which celebrates its 15th anniversary in March 2026, with hundreds of exhibitions set to take over some of São Paulo's most spectacular homes, squares, museums, and more.
Where to Eat in São Paulo
A trusted gastronomy staple since 1982, Restaurante Fasano is where seasoned restaurateur Gero Fasano's savoir-faire and Chef Luca Gozzani's genius collide to a dazzling effect.
Unsurprisingly, the culinary scene of Brazil's largest city is just as noteworthy as its cultural one (and so is its restaurant design offering). "Restaurante Fasano, located inside Hotel Fasano in the Jardins neighborhood, is one of my favorites," Lucas Recchia tells us. "The interior was designed by Isay Weinfeld; it's understated but beautifully detailed. I especially like the open ceiling, which feels like a hidden surprise in the middle of such a dense metropolis. It's an elegant, calm space with incredible food and a very São Paulo atmosphere."
The Japan House cultural director has her own trusted eateries, too. "For contemporary Brazilian food at a special location, Downtown São Paulo native Janaína Rueda's spirited Bar da Dona Onça and Cuia, a relaxed, cozy cafe and restaurant helmed by celebrity chef Bel Coelho, are both great spots inside Copan, an iconic, 1966 Oscar Niemeyer building." Whichever you go for, "don't miss the three-lemon caipirinha," Geenen warns.
Where to Stay in São Paulo
So, where would Brazilians actually stay when in São Paulo? For Recchia, the Rosewood São Paulo is a fantastic option. "Located near Paulista Avenue in the historic Cidade Matarazzo complex, it is full of commissioned artworks and thoughtful design elements throughout," the designer explains. Within the same complex, you'll also find Casa Bradesco da Cultura, which hosts rotating art exhibitions year-round — another reason why, for both Recchia and Geneen, "the hotel offers a truly immersive experience for anyone interested in culture, architecture, and contemporary Brazilian design".
Where to Shop in São Paulo
A glimpse inside Lucas Recchia's studio in São Paulo. His creations are also spotlighted by the Brazilian outpost of Bossa Furniture.
To call the Brazilian cultural capital an "underrated" city for architecture and interiors enthusiasts is to do it a disservice if you look at the number of sophisticated concept stores and curatorial projects whose shopping vision keeps high-end design at their heart. Among them, Geneen explains, are Luciana Martins and Gerson de Oliveira's interdisciplinary platform, ovo, porcelain studio Heloisa Galvão, designer and carpenter Rodrigo Silveira's workshop, and lighting designer Mel Kawahara's hypnotic showroom. A couple of Livingetc picks for your next trips, São Paulo and New York gallery Bossa Furniture won't disappoint with its talent-scouting selection of contemporary creatives and Brazilian modernist legends, with Guilherme Wentz's namesake retail space, Wentz, serving as your one-stop shop for locally produced furniture, lighting, and homeware rooted in craft and environment.
2. Lagos, Nigeria
A 1,171 km² metropolis, Lagos has earned itself a name as Africa's buzziest cultural capital, and its talents are taking over the world.
Over the last couple of years, names like that of Aindrea Emelife, curator of the Nigeria Pavilion at the 2024 Venice Biennale, designer Yinka Ilori, and artists Frida Orupabo and Precious Okoyomon — four prominent voices of the Nigerian diaspora — have gained more and more traction within the cultural space. But creatives based in the country are no less, and the ongoing ascent of burgeoning architect Tosin Oshinowo is just one of the many success stories that frame Lagos, where she lives, as "the cultural capital of Africa".
The founder of Oshinowo Studio, she is renowned for her public architectural projects focused on sustainability and "socially-responsive urbanism", an approach that sees her conceive spaces built in response to the cultural, environmental, and climatic needs of those they are meant for. A meeting point of stories, ethnicities, and cultures where ideas collide in art, architecture, fashion, and beyond, Oshinowo explains that Lagos makes the perfect setting for her work: with a strong tradition of openness and tolerance, "it fosters an environment in which design, innovation, and creativity can flourish," the architect says. And so it is no surprise that this intersection of people and arts is exactly what Lagos does best.
What to Do and See in Lagos
The first thing to know about the local design scene is that it is inherently participatory. "Lagos is very much a city about events," Oshinowo tells us, adding that there is no better time to visit than during 'Culture Month'. Every year, typically between the end of October and early November, the city comes alive with a variety of initiatives, including Lagos Design Week (October 23-28), a six-day long spotlight on craftsmanship innovation; LagosPhoto (October 27-January 23), the visual arts and photography platform founded in 2010 by Nigerian art curator Azu Nwagbogu as an annual showcase and only just transformed into a biennial, this year delving into the topic of Incarceration; and Art X Lagos (November 6-9), West Africa's leading art fair. Next year, the 5th edition of the Lagos Biennial, titled The Museum of Things Unseen (October 10-December 18, 2026), will expose the mechanisms of erasure and inequality integral to cultural circulations and museology through a collection of "rarely or never before seen artworks".
Still, the temporary exhibitions taking over the colorful streets of Lagos are almost as many as its permanent art, lifestyle, and design hubs. Also on Oshinowo's radar is MILIKI, an invitation-only creative lounge, whose plush interiors were crafted in a nod to the city's oil-boom years — "a golden era of Lagosian affluence" and Freedom Park, a former colonial prison turned cultural center, complete with a museum and public spaces for artistic dialogue. Rele Gallery and ODA Art Gallery are two of her favorite stops to experience "architecture, photography, and design-centric work", while Tiwani Contemporary Gallery, which has a London location at 24 Cork Street, hosts some of the best contemporary art exhibitions, "such as LOEWE Craft Prize finalist Nifemi Marcus-Bello's forthcoming show Material Affirmations: ORÍKÌ Acts I - III," the architect pre-announces.
Where to Eat in Lagos
The sleek, vaguely tropical interiors of Lagos's American-style restaurant RSVP.
In Nigeria, food isn't simply considered like energy-giving 'fuel', but plays a crucial role in the country's community building, tradition, and opportunities for celebration. While local flavors allow Nigerians to connect with and protect memories from the past, its gastronomic world is moving forward. "Lagos may not yet boast Michelin stars, but its culinary scene pairs excellent dining with bold, design-driven interiors," Oshinowo shares. Among her staples is the sleek, stylish restaurant RSVP, where a wall of windows creates a spacious, airy atmosphere, serving fine international fare and concealing a glamorous outdoor poolside bar and lounge best experienced at night. Not far from there, tropical brasserie SLoW immerses diners in "beautiful interior landscaping and dramatic indoor banana trees", with Kaly Restaurant & Bar Lounge offering a seaside alternative for those seeking to balance dazzling decor with breathtaking views and Atlantic breeze.
Where to Stay in Lagos
Locals like Oshinowo don't often stay in hotels, but there are a few standout accommodations the architect can't help but recommend. Still, when planning a trip to Lagos, the first decision concerns location. "Choose the southeastern district of Victoria Island or Ikoyi, situated slightly north of the former," she shares. "Both are hubs for design, culture, and business, offering easy access to events and key venues sure to make your stay."
Some of her most trusted overnight addresses include The Wheatbaker, "known for its tasteful interiors and cultural programming; EbonyLife Place, "a boutique hotel with stylish decor and strong design storytelling"; 16/16, "an intimate stay with an artsy aesthetic, curated furniture, and handmade, artisanal elements, also operating as an arts hub and co-working space"; and the spirited Bogobiri, a "more bohemian, Afrocentric solution that doubles up as a creative venue, hosting performances, exhibitions, and cultural roundtables," explains Oshinowo.
Where to Shop in Lagos
"Alára Concept Store is perhaps West Africa's first signature and lifestyle store, a concept store made specifically for its products in its entirety," said architect David Adjaye, the mind behind its architectural marvel.
If there is one place where Lagos' disciplines-straddling creative force comes to the fore, it is its stunningly designed concept stores, and the two Oshinowo recommends are no exception. Established in 2015 by Reni Folawiyo and nestled on Victoria Island, south-east Lagos, ALÁRA "is a beautifully curated fashion and interiors shop that showcases top-tier African design in a gallery-like retail setting," she says. Primarily a clothing boutique, the nearby Temple Muse "is also home to art pieces and collectibles sourced from established as well as emerging African artisans and designers". Also on Victoria Island is Richard Vedelago's recently unveiled NAHOUS, which transformed the long-abandoned Federal Palace Hotel into a multifunctional venue for art, fashion, and design across a technicolored progression of exhibition, showroom, retail, and hospitality spaces.
3. Mexico City, Mexico
For Mexican-born, London-based designer Ferdinando Laposse, Mexico City is a bridge between different worlds — and their countless artistic expressions.
As our recently published guide to the best things to do in Mexico City in a weekend might have shown you, the Central American destination has carved itself an arts and design scene of its own, one where community, the reinvention of storied architectural landmarks, and nature are bearing fruit. This people and planet-conscious approach to creativity brings together many of its most promising talents, whether living there or elsewhere, including the London-based Fernando Laposse. The mind behind the playfully layered, creature-populated interiors of Soho's acclaimed Mexican restaurant and bar, FONDA, the designer transforms humble and, often, previously discarded materials into furniture, installations, and one-off artist collaborations that feel whimsical and awe-inspiring.
For Laposse, Mexico City isn't just a rising design capital but "one of the most ancient metropolises of the world," and was so as early as back in Aztec times. Many architectural genres and international influences can be spotted all across it, at times even blending into one. Here, "Muralism was born out of Italian fresco traditions and Art Deco, Brutalism morphed into its own version in the encounter with méso-American Indigenism, while Le Corbusier's modernist ideas were molded into something unique through the eyes of Mexican architect Luis Barragán". More than an underrated city for culture-savvy globetrotters, Mexico City appears to have reunited the legacy of multiple era-defining design movements and personalities under her arm.
What to Do and See in Mexico City
Situated in the Buenavista neighborhood, northwest of the Historic Center, "Biblioteca Vasconcelos is a mega library of concrete and steel beams inside a cavernous building spanning seven stories," the designer says of one of his favorite things to see in Mexico City. A short drive from the cobalt-blue Frida Kahlo Museum is Museo Anahuacalli, a Mayan and Toltec temple-inspired, totemic building designed by Diego Rivera, featuring an expansive collection of pre-Columbian art, and also boasting a recently added wing conceived by Mauricio Rocha's studio, TALLER, as a home for its contemporary archives. Architectural fanatics, Laposse warns, should regard the Cuadra San Cristóbal as "an essential viewing." Designed by Luis Barragán, arguably Mexico's most legendary architect, for an affluent family, "this private equestrian estate is a marvel of geometry and color, reveling in the interplay of light and shade across sunset pinks and earthen tones," he says.
Laposse's other suggestions act as a compass that helps you make sense of Mexico City's timeline. "Visit the Museo Nacional de Antropología to understand the past and Museo Tamayo to confront the present," the designer explains. Also on his radar (hence, on yours) is Espacio Escultórico UNAM, a colossal, communal sculpture that, to put it in his words, "forms an almost unearthly ring in the Pedregal de San Ángel nature reserve". Inside the circle? "Hardened hunks of molten lava, with further artworks dotting the surface of the park in an early iteration of what is now described as 'land art'" — pieces that, Laposse adds, "invite viewers to contemplate their relationship to space and nature."
Where to Eat in Mexico City
A crowd of diners enjoying their time at Mexico City's Los Danzantes, one of Ferdinando Laposse's go-to hotspots in town.
For a taste of delicious Mexican food within beautiful surroundings, look no further than Los Danzantes in Coyoacán, where "modern rustic interiors of wooden beams, trailing vines, and rattan chairs set the scene for a tantalizing, Michelin-starred gastronomic experience that fuses today's sophistication with flavors from the past," the designer explains. Diners looking to be (rather literally) surprised should pay a visit to the award-winning Expendio de Maíz Sin Nombre, whose no-menu culinary feast, centered around heirloom corn dishes (tacos, tortillas, and antojitos-based plates) personalized for a one-of-a-kind, Omakase-style experience, elevates Mexican street food to brand new heights within a dramatic, communal setting.
Where to Stay in Mexico City
Part of Mexico City's eponymous trendy district, Condesa DF is Laposse's go-to choice for a design-conscious stay that captures the energy of CDMX. Created by Livingetc's favorite India Mahdavi in collaboration with studio JSa, this 40-room-and-suite sojourn feels bright and airy, inspired by monastic living while simultaneously retaining the warmth and laid-back, artsy ambiance intrinsic to the surrounding neighborhood. A 15-minute walk from there lies Hotel San Fernando, a 19-room boutique stay tucked away in a former 1940s apartment building, conceptualized by lifestyle portfolio Bunkhouse in collaboration with local interiors practice Reurbano. Standing out for its time-traveling palette of pale greens, salmons, and terracotta tones, with immersive arched walls and tiled surfaces telling a tale of their own, this MICHELIN Guide hideaway looks straight out of a Wes Anderson film. Travelers looking to experience a taste of the equally exciting, bohemian Roma Norte will find a similar, crafty alternative in La Valise, whose warmly decorated, antiques and curios-filled rooms will give you the impression of overnighting in your own, plush residence.
Where to Shop in Mexico City
The whimsical inside of Andrés Gutierrez' Roma Norte showroom and concept store, ORIGINARIO.
Those of you who have read our weekend guide to Mexico City will have already heard of Casa Bosques, the Savvy Studio-designed bookshop, guesthouse, artist residency, and chocolate workshop set up in Roma Norte by founders Rafael Prieto and Jorge de la Garza in 2012. The perfect place to give your collection of tomes a quirky, aesthetic-driven upgrade (Casa Bosques is stocked with the finest 20th and 21st-century monographs, catalogues, and magazines), the space and its in-house, three-room Pensión are an invaluable source of inspiration for anyone interested in learning how to seamlessly incorporate one-off artworks, statement furniture, and textiles into a historical home.
The potential of traditional Mexican craft is out in full force at Onora, the Polanco concept store and design atelier of Maggie Galton and Maria E. Hagerman, which focuses on innovating local artisanry for the contemporary audience while preserving the centuries-old techniques and natural materials that sit at its core in an ongoing collaboration with Mexican craftspeople. A similar vision guides the curation of avant-garde projects that serve as the beating heart of Andrés Gutierrez's showroom and shop ORIGINARIO, also nestled in the vibrant Roma Norte. Here, though, the goal is to testify to the countless new, unconventional forms in which Mexican genius manifests itself today, bringing together artists, artisans, and designers whose work shies away from the country's "earthy" aesthetic to explore creativity in their own terms. Expect color-packed, temporary as well as permanent setups, fantastical forms, and immersive artworks.
4. Kobe, Japan
The skyline of Kobe, photographed at nighttime.
I have got to be honest: up until a few weeks ago, I had never really heard of Kobe, the port city rising on the north shore of Osaka Bay on the island of Honshu, sandwiched between the Seto Inland Sea and the Rokko Mountain Range. But stumbling upon Vague, a concept gallery and design store focused on local makers, while researching my guide to things to do in Arles, which boasts locations in both the Japanese destination and the Provençal cultural hub, was enough to make me curious about it.
Dubbed a "creative city of design" by UNESCO in 2008, thanks to its geographical location, Kobe has always been a platform for the convergence of different ideas, artisanal languages, and culinary flavors. Since then, though, many of its longest-standing buildings, like the repurposed raw silk inspection building that now houses KIITO, the city's Design & Creative Center, have been revived into venues that put its community of talents front and center across inspiring renovation projects, workshops, exhibitions, and more. Today, Kobe is pairing the openness that has always characterized it with a new wave of creativity: minimalist cafés with experimental interiors, ateliers giving fresh life to traditional crafts, and bold architecture set against the Rokko Mountains. And all of which has convinced me I want to know more.
What to Do and See in Kobe
The Circular Terrace at Kobe's Hyogo Prefectural Museum of Art.
An unmistakable example of Kobe's ability to gather multiple worlds into one, the Kitano Ijinkan-Gai district unfolds across a series of 19th-century merchant mansions that blend European architecture with Japanese details, materials, and palettes. Nestled a short walk from the scenic Nunobiki Waterfalls in the northern stretch of downtown Kobe, this fascinating slice of the city makes for an immersive introduction to what it has in store for visitors, as does the Harborland Waterfront, where cutting-edge public art and sea-facing promenades combine in a fantasyland. Design lovers shouldn’t miss Vague Kobe itself — part gallery, part café, part shop — where exhibitions, talks, and curated objects give insight into the city's creative pulse.
For panoramic views and elegant modernist design, head to the Japanese hand drum-shaped Kobe Port Tower (recently renovated and standing out some 110 meters above the sea level), or ride up Mount Rokko to see the Hiroshi Sanbuichi-designed Rokko Shidare Observatory, a web-like, perforated dome obtained from interlaced fragments of Japanese cypress (Hinoki) wood. Don't leave without visiting trailblazing architect Tadao Ando's serene Hyogo Prefectural Museum of Art, one of the largest art museums in western Japan. Overlooking Osaka Bay, its concrete-and-glass structure, complete with a theatrical, spiraling staircase, embodies Ando's signature dialogue between light, water, and geometry, and houses rotating exhibitions of Japanese and international art — a fitting tribute to Kobe's growing reputation as a global design capital. Inaugurated in 2002 following the disastrous Kobe earthquake of 1995, the building symbolizes the city's cultural revival.
Where to Eat in Kobe
The minimal atmosphere at Espice, a French-Japanese restaurant in the heart of Kobe.
Kobe's dining scene is as stylish as its boutiques. Beyond sampling its world-famous beef at intimate counters or at the sophisticated Teppan-yaki Kokoro, book a table at two-Michelin-star restaurant Sushi Kissui, one of the city's most coveted (and well-regarded) dining experiences. You'll find it a ten-minute walk from Settsu Motoyama station in a tranquil, non-suspected area, with soothing Japanese-style decor, suffused, back-lit ceilings, and painstakingly researched ingredients transporting you to another dimension. For an Asian-European fusion, go for the centrally located Espice, a brief stroll away from Sannomiya Station, whose minimalist interiors, mixing leathery touches with natural surfaces and trailing plants, beautifully marry the balanced essence of French cuisine — the eatery's main focus.
Where to Stay in Kobe
As someone who has been planning a Japanese getaway for a while now (and has, regrettably, still not had time to execute it), having to write on Kobe's most design-worthy hotels feels like a blessing and a curse — great for future inspiration, not so great for coming to terms with my temporary stagnation. It isn't a coincidence that the two stays I found most striking are both immersed deep into the region's vegetation. A former temple turned luxury ryokan (traditional Japanese inn) set in the foothills of the Rokko mountains, Arimasansoh Goshobessho has got to be one of the most extraordinary holiday destinations I have come across so far. The brainchild of pioneering Japanese painter Hirosuke Watanuki (1926-2021), who conceived his life as an all-encompassing work of art, the spectacularly decorated interiors of this five-star hotel incorporate traditional craft, artistry, and wellness practice (it is located in Arima Onsen, thus benefiting from private hot springs) into a calming labyrinth of rooms oozing with character. Similarly inspired is Tocen Goshoboh, the oldest accommodation in Arima Onsen, part of Arimasansoh Goshobessho's same group, whose individually designed rooms include larger suites meant to sleep entire families, furnished with traditional tatami mats, shoji screens, and textural woods.
Where to Shop in Kobe
The utopian space of m-i-d Kobe, tucked inside the city's Daimaru department store.
Kobe's shopping runs from sleek high street stores to indie ateliers, each stocking up on the essentially beautiful aesthetic that has made Japan a coveted destination for all culture and design aficionados. When in town, don't miss out on the craft-forward edit of furniture and packable collectibles available at Vague Kobe. For a more luxurious retail itinerary, get lost in the utopian maze that is the Curiosity-envisioned m-i-d Kobe concession on the third floor of the ginormous Daimaru department store: a dream of a flagship sculpted from iridescent onyx, glass bricks, metal, and soft stone textures, wrapped by countless mirrored walls that reflect and refract the linear, monochromatic fashion designs hanging all around it.
5. Marrakech, Morocco
Jemaa el-Fnaa, Marrakesh's iconic marketplace, as seen at golden hour.
Marrakech's reputation as one of the most sensorially striking cities in northern Africa and the world precedes her, but even then, it is almost impossible not to be taken by the Moroccan destination's rich architectural tapestry, earthy colors, and packed-with-spice culinary delights when visiting for the first time. As Hassan Boutabaa, a Marrakech native whose business, Boutabaa Crafts, connects local artisans with international interior designers, describes his hometown, this is a place "where geometry, pattern, and texture meet centuries-old symbolism and history." The creative expressions stemming from that collision are, yes, rooted in heritage, but also exemplify how contemporary talents either hailing from or based in the area are uniting the old and the new world in their works.
One of the people making this fusion of perspectives immediately apparent is visual artist Hassan Hajjaj, dubbed the "Andy Warhol of Marrakech", whose motif-sculpted portraiture and still life photography practice relies on the brightly colored and contagious essence of pop art to challenge Western perceptions of Moroccan people and culture. Something similar happens in the production of Sara Benabdallah and Mous Lamrabat: raised in Marrakech, the former turns to her camera to explore Moroccan life between modernity and the past and the reality of womanhood within different epochs, while the latter, originally from Morocco but bred in Belgium, visualizes his dualistic identity via highly evocative, fashion-driven shoots that act as a bridge between Europe and his homeland.
Cult homeware brand LRNCE, meanwhile, wouldn't have come to the fore had it not been for its founders Laurence Leenart and Ayoub Boualam's serendipitous chance encounter in Marrakech, where the house has been based since its launch in 2013. The ever-growing popularity of their hand-painted ceramics, whimsical textiles, and abstract artworks — contemporary retellings of the city's famed furniture and rug tradition — attests to Morocco's enduring charm, as do many of its standouts.
What to Do and See in Marrakech
This interplay of timelessness and artistic innovation is integral to numerous of the cultural highlights you shouldn't miss while in Marrakech. A UNESCO World Heritage site stretching back to the 16th century, the Madrasa Ben Youssef is "a masterpiece of proportion, mosaic, and calligraphy," Boutabaa says of the building. A pinnacle of Moroccan architecture, the historical landmark shares the spotlight with the 12th-century Koutoubia Mosque, known for its iconic red stone facade, lush gardens, and layered interiors, and the Bahia Palace, whose opulent decor and precious tilework offer a glimpse into the country's royal history and 19th-century elite.
The grandeur of these cultural destinations is hinted at by the Musée Yves Saint Laurent, designed by Paris-based architectural firm Studio KO upon commission by the fashion trailblazer's longtime partner, Pierre Bergé. Unveiled in October 2017, this spectacularly envisioned cultural space, cast from terracotta bricks, concrete, and terrazzo tiles in a textural ode to fabric weaves, fuses contemporary minimalism with traditional Moroccan artisanry to celebrate Saint Laurent's deep connection to the country. Taking over a surface of 4,000 m², the museum includes a 400-square-meter exhibition space conceived by Christophe Martin, a research library, an auditorium, and a café, among others, with permanent and temporary exhibitions capturing the legacy of the master French couturier across clothing, accessories, sketches, photography, and more.
Another hotspot to add to your list of must-sees is artist Hassan Hajjaj's multifunctional platform JAJJAH TEA, a Moroccan café, gallery, and boutique in Sidi Ghanem, the off-the-beaten-path, rising design district of Marrakech. Dreamed up as a relaxed salon brought to life, like the image-maker's style, by vivid hues and geometrical compositions with a retro-fueled flair, the address isn't just perfect to enjoy traditional breakfasts and lunches, but it even allows you to interact with the city's community of tastemakers as if you were one of them. Thanks to their modular interiors, JAJJAH TEA's rooms shape-shift to accommodate the genius of Morocco's most exciting talents, as demonstrated by the recently concluded immersive showcase they hosted of fine art photographer Rida Tabit's work, The Other In The Self. A more centrally located, Hajjaj-powered art foothold can be found a 15-minute walk north of the Medina at the quirky-cool Riad Yima, a gathering place animated by live music and rotating events.
Where to Eat in Marrakech
Another Studio KO masterpiece, Sahbi Sahbi is a hip Marrakech restaurant celebrating the creative resourcefulness of the women who launched it — and those who dine there.
It is hard to imagine Marrakech without instantly thinking of the street food carts lining up along its busy, clay alleyways, its lively market halls, and the colorful shades combining to an art form in its flavorful plates. That's why Livingetc's social media editor Abla Fahmi, a native Moroccan who knows the city like the back of her hand, thinks a cooking class is the best way to experience Marrakech's culinary scene and understand the ingredients before the dish. "A quick tip is to write down the individual spices and ingredients in the food you try while there and head to the souks after, so you can recreate its rich aromas once your trip comes to an end," she suggests. Visitors seeking a more hands-off experience that scores high on gastronomic authenticity as it does on tasteful interiors will find a recipe to success at the panoramic Le Salama, a plants and art-filled off the buzzy Jemaa el-Fnaa; the Studio KO-designed, atmospheric Sahbi Sahbi, a modern Moroccan eatery powered by and championing women; and at the stellar, clad-in-wood, and Asian-infused Nobu Marrakech.
Where to Stay in Marrakech
You know a hotel is good when the locals rave about it as much as tourists do. And with its palatial rooms, suites, and riads, its plethora of culinary offerings, expansive spa options, and sprawling jardins, One Thousand and One Nights-like La Mamounia has undisputedly been on everyone's lips since opening in 1923. An iconic residence for the world's most influential guests, "it provides a true glimpse into Morocco's architecture and culture," Livingetc's Abla Fahmi, a religiously loyal guest at the property, says. "If it's luxury that feels eternal you are looking for, this is the address to dream about long after you leave."
Another one of Abla's favorite places to stay in Marrakech is El Fenn, which recently appeared in our edit of digital detox retreats for design obsessives. People who manage to get a booking should "expect an escape from reality, housed within the vibrant walls of a sophisticated riad," she says of the Vanessa Branson and Howell James-founded getaway. "Perfectly placed just five minutes from the busy streets of Jemaa el-Fnaa, Marrakech's main square and market, it is a spot that balances immersion with calm." Even if you can't stay the night, Abla assures even just a dinner reservation or a rooftop drink at El Fenn is "well worth it" for the intimate, transportative atmosphere.
Where to Shop in Marrakech
The spectacular retail design of Marrakech's MORO, a boutique hotel, concept store, and restaurant situated steps away from the leafy Jardin Majorelle.
Shopping takes on an entirely different meaning in Marrakech, or so thinks our social media editor, who was born and bred there. "Surrounded by family-run artisan workshops and rising creatives' studios, every piece you pick up on the streets of Marrakech feels as timeless as carefully curated," Abla says. Just one note from her: don't make the mistake of leaving the city without getting your hands on some leather goods. "From bags and duffels that will last through your future travels, jackets made for late nights at your go-to jazz bar, or essentially beautiful shoes that go with everything, there's something for every taste," she adds. Handwoven rugs are, needless to say, almost a cultural currency here. "Not only are they an experience to watch being made, but once home, they'll also bring an authentic, personal touch to your space."
Travelers driven to contemporary art and fashion with a north African sensibility should not miss their chance to stop by artist Mohcyn Bousfiha and entrepreneur Mouad Mohsine's hip MORO. Besides serving as their studio HQ, this ten-suite stay, nestled within the oasis of Jardin Majorelle — French painter Jacques Majorelle's early 20th-century home and studio, later bought by Saint Laurent and Bergé and, therefore, located around the corner from their Musée — also has its own spirited restaurant and stunningly curated concept store. Though taking today's local artistry to the forefront through both its soulful, wood, textile, and plaster-sculpted spaces and the high-end Moroccans lifestyle lines stacked up on its shelves, MORO remains, at its core, a crossroads of cultures. Imbuing the hôtel particulier is a nostalgia for 1970s architecture. Pair it with the inspiration that came from LA's independent retail and design district, Melrose Place, and Palm Springs' sun-soaked vintage motels, and you have one of the most imaginative places to shop and stay in Marrakech.
To shape this edit of underrated cities for culture and design-addicted globetrotters was, first and foremost, an awareness of how both the legacy of local tastemakers (artists, designers, architects, and craftspeople) from the past and the experimentation of contemporary practitioners are putting these destinations at the forefront of creative innovation today. Drawing on our inside knowledge of the cultural landscape, we have then decided to highlight metropolises that we think are setting the bar high in relation to artistic production through avant-garde institutions and festivals, as well as individual efforts. Granting their talents the recognition they deserve, this roundup strives to show how their work is already influencing the scene at a more global level, too.
With pieces like this spotlight on underrated design cities, the goal is to make travelers realize that staying curious when planning our yearly getaways can pave the way for invigorating discoveries. So, if we have managed to spark some wanderlust in you, why not get lost in another one of our favorite destinations for culture addicts? Our guide to things to do in Arles in a weekend will fill you in on all the interiors-driven hotspots, culinary and artistic must-sees to pin on your map for when you are next in town.
