Morocco, a new creative destination!
Morocco welcomed close to 20 million visitors last year, making it the most visited destination on the African continent. The country is drawing more people, and drawing them differently: travelers, brands and production teams are looking at it with fresh eyes.
A country within closer reach
Air links keep multiplying, especially towards North America, including a direct flight to New York from Marrakech. For a brand based in New York, Paris or London, Marrakech is no longer a distant backdrop: it is a shooting destination within easy reach.
When fashion chooses Morocco
On 9 October 2026, Giorgio Armani and Kith unveiled “Dreams of the Dune” in the Agafay desert, a few kilometers from Marrakech. It is the third chapter of their collaboration. The show presented 54 menswear looks, with the bare, mineral landscape as its only set. The palette follows the land itself, from deep black to sand and earthy browns.
It is not an isolated gesture. Emporio Armani also shot its Spring-Summer 2026 campaign in the country. In both cases, the landscape is not simply a backdrop: it is part of the collection’s story. For anyone working in image, it is a useful signal. Light, color and place are becoming creative material in their own right.
2030, a milestone
Morocco will co-host the 2030 World Cup with Spain and Portugal. Hotels, restaurants, venues and brands are developing in parallel, and each of them will need images to tell their story. The world’s attention is turning to the country, and it will remain well beyond 2030.
What this means for creatives
More visibility means more demand for content, and higher expectations.
Photography: editorial campaigns, lookbooks, packshots, content for hotels and venues.
Video: brand films, shows, social formats, teasers, atmospheres.
Art direction: finding the right visual language, far from the postcard, and letting color and place do part of the work.
Production: location scouting, casting, venue access, logistics.
Sans Blague Studio, a base in Marrakech
Sans Blague Studio is a 120 m² photo studio with a cyclorama, located in Sidi Ghanem, Marrakech. We offer:
studio rental, by the half-day or full day;
editorial shoots and product flat lay;
full 360° support: art direction, scouting, casting, production and delivery.
Our approach is simple: a single point of contact, from the initial idea to the final images, in the studio or on location. We work with European and international brands looking to produce in Morocco, with an editorial and colorimetric eye.
In closing
Morocco is staging itself, and creatives have a part to play in that story. At Sans Blague Studio, we want to give this country images worthy of what it is becoming.
