Marrakech – They say timing is everything — and on June 21, the summer solstice no less, something quietly extravagant unfolded in Rabat.

No red carpet. No dramatic speeches. Just 10,000m² of curated charm nestled under the orange trees of Souissi – Just Le Marché Dar Essalam. A name that sounds like a love letter and feels like one too.

This isn’t your typical market. It’s not the place where you just “pop in for milk.”

No, this is where your milk is artisanally sourced, your errand becomes an experience, and your impromptu snack ends up being the best bite you’ve had all week.

A space that dares to be many things at once — souq and showroom, pantry and playground, spa and cinema — and somehow, gets away with it all.

Let’s start with the soul of the place: the fresh market. Picture the scent of just-baked bread curling through the air while a fishmonger chats animatedly with a local chef.

There are olives that practically glisten with pride, piles of glistening oranges, and spices that whisper stories of Fes and Marrakech.

You can eat on the go at counters serving everything from sushi (thank you, Matsuri) to those Moroccan bites you swear you’ll learn to make one day (until you don’t).

But don’t let the market fool you. This is also a temple of taste — gastronomic and aesthetic. Fashionistas, you’re covered.

Sèves whispers minimalism for grownups, Madd throws cool-kid chaos into the mix, and Lilmi makes sure the toddlers don’t miss out on style.

Whether you’re there for Vanessa Bruno or just wondering how chocolate and collagen ended up in the same café (looking at you, 48 Collagen Café), you’ll leave inspired—or at least slightly better dressed.

And then there’s the food. Posology sounds like a pharmacy but delivers chocolate like medicine.

Frédéric Cassel is opening a pâtisserie so sleek it’ll make you rethink your definition of croissant. And Pepe Garriga, Rabat’s darling chef, is about to unveil Aguablava, which already feels like the kind of place where you’d fall in love by accident.

Of course, because this is 2025 and Rabat is having a glow-up, there’s a cinema too. A Pathé no less, with velvet VIP lounges, glassy foyers, and a design so sophisticated it almost apologizes for how plush the seats are. It’s giving… Saturday night redefined.

Need to do life admin between your cardio and croissant? They’ve thought of that too. Pressing, banking, phone repairs, even a pilates studio that offers yoga chaud and reformer workouts to reset your spine and your outlook. Because wellness, like good lighting and a perfect baguette, is non-negotiable.

But here’s the twist: beneath all the chic, the place has a conscience. Built on values that matter — sustainability, craftsmanship, local pride — Dar Essalam isn’t just pretty, it’s pioneering.

Solar panels, bike lanes, repurposed materials, and gardens that feel more like curated ecosystems than landscaping.

Even the trees have a backstory (800 of them, 350 replanted on site). And the market? Certified HQE and BREEAM, making it the first in Africa with that double badge of honor. Yes, even your oranges are climate-positive now.

In a city where tradition and transition often live on parallel tracks, Le Marché Dar Essalam is where they finally meet for coffee — and maybe a little yoga afterward.