In the first zone, six double-sided media steles introduce twelve citizens of the city at life size. Their stories form an intimate entry point into Marrakech through personal perspectives. A second zone uses a large lenticular image that shifts with movement, turning visitor motion into a playful, kinetic encounter with the city’s visual layers.

The third zone immerses audiences in the sound and imagery of Marrakech’s environments through projection mapping, interactive floor imagery, and environmental soundscapes. Souks, streets, and surrounding landscapes appear as moving impressions without static panoramas. The final zone presents a sculptural installation of everyday objects suspended from the ceiling, activated by light and short projected narratives that elevate small details into symbols of shared memory.

Visitors move through Meydene as through a sequence of encounters: with people, with images, and with the city’s textures and sounds. Voices, shifting perspectives, and layered media invite them to listen, look closer, and connect with local people and culture.

Each zone offers a distinct emotional tone, from intimate to playful to immersive, yet together they form a continuous experience of a city in motion. Meydene turns storytelling into architecture, blending hospitality and culture so that guests experience Marrakech as it is: vibrant, layered, and deeply human.

M Avenue needed a cultural anchor that would ground a new hospitality and retail destination in the authentic spirit of Marrakech. The goal was to celebrate local identity into an art installation.

The experience had to translate a complex, living culture into a clear spatial journey, adaptable to high visitor throughput and long-term operation and focus on real people and everyday life.