Fez — Joe & The Juice has officially opened its first store in Casablanca, marking a new step in the brand’s growing presence in Morocco. The opening, which took place on Friday, January 16, is located in the heart of Casablanca Finance City, one of the country’s most prominent economic hubs.
The launch comes just a few months after the brand inaugurated its flagship location in Rabat, confirming Morocco’s strategic role in Joe & The Juice’s regional expansion.
With this new opening, Casablanca becomes the second Moroccan city to host the Danish chain, which has steadily built an international reputation around fresh juices, specialty coffee, and a health-oriented menu.
From Copenhagen to Casablanca
Founded in Copenhagen in 2002, Joe & The Juice has grown into a global brand with more than 450 locations worldwide. Its concept centers on freshly pressed juices made to order, alongside protein shakes, light food options, and high-quality coffee, all served in spaces designed to be as social as they are functional.
The Casablanca opening reflects that philosophy. Positioned within Casablanca Finance City, the store is aimed at professionals, residents, and visitors seeking a balance between convenience and wellness in a fast-paced urban environment.
A space designed for work and pause
According to the brand, the new store was conceived as a fluid and welcoming space, suitable for quick healthy breaks as well as longer moments of work, meetings, or relaxation. The contemporary design aligns with the lifestyle-driven identity that has helped Joe & The Juice stand out in competitive international markets.
The location within Casablanca Finance City also places the brand at the center of daily business life, reinforcing its appeal to a clientele that values flexibility, mobility, and healthier food options throughout the workday.
Art deco heritage meets contemporary art
Beyond its menu and layout, the Casablanca store also integrates a cultural dimension. The interior pays tribute to Casablanca’s Art Deco heritage, a defining feature of the city’s architectural identity. This reference is complemented by the inclusion of works by contemporary Moroccan artists, including Ismail Afaiyss, Joseph Ouechen, Zineb Koutten, and Marouane Beslem.
By showcasing local artistic talent, the brand positions the store as more than a commercial outlet, framing it instead as a space where design, culture, and everyday life intersect.
