⏱ 2 min read
The Short Version
Marrakech is trading traditional *nousnous* for third-wave precision, with Guéliz emerging as the epicenter of a sophisticated new coffee subculture. From Chinese-inspired aesthetics to German-influenced collectives, independent shops are blending global beans with local spirit to redefine the city's urban identity.
While travelers often gravitate toward the historic riads and bustling souks of the Medina, the true epicenter of Marrakech’s specialty coffee movement lies in the New Town district of Guéliz. Traditional Moroccan coffee culture centers on nousnous—a social staple of equal parts strong coffee and steamed milk—but a new wave of independent shops is introducing third-wave precision to the city. This shift represents a move from niche curiosity to an expanding urban subculture.
The ecosystem is not yet fully developed, but that is also what makes it exciting.
A growing ecosystem of third-wave shops
The scene is defined by diverse, highly specific concepts that prioritize quality beans and atmosphere. Gless Coffee, which opened last December near the edge of the Medina, offers a rare filter coffee menu alongside seasonal specialties like an iced popcorn caramel latte. For those seeking a more refined experience, HeiBai Specialty Coffee launched in early 2025 with a Chinese-inspired aesthetic. By partnering with Intro Coffee Roasters in Tangier and sourcing global names like Manhattan Coffee Roasters, HeiBai has positioned itself as a destination for serious enthusiasts. The ecosystem is not yet fully developed, but that is also what makes it exciting.
Further diversifying the landscape are DRIBA COFFEE CLUB and THIRTY5IVE. DRIBA brings a 1950s retro energy to Guéliz, featuring house-made pistachio syrup and a bustling local crowd. Meanwhile, THIRTY5IVE operates as both a sleek café and an art gallery; after its summer 2026 renovation, the space remains a sanctuary from the heat, serving Australian beans from Five Ways Coffee amidst an extensive record collection.
Bridging German precision and Moroccan spirit
One of the most established players, Kartell Kollektiv, serves as a bridge between international expertise and local energy. Co-founder Nouaman El Moujahid traces the brand’s roots back to a 2014 project in Düsseldorf, Germany. This background informs their approach to the two locations they now operate in both Guéliz and the Medina. According to El Moujahid, the shop was designed to merge European coffee culture with the specific spirit of Morocco.
[bold]Kartell Kollektiv is not simply a collection of coffee shops[/bold], El Moujahid explains, describing it instead as a network where specialty coffee, art, and urban subculture intersect. While the independent movement only began taking shape roughly five years ago, the growth of this community suggests that Marrakech is moving past traditional cafe models toward a more experimental and globalized coffee identity.
Do you think third-wave coffee culture can maintain its soul when it enters cities with such deep-seated traditional beverage customs?
Questions & Answers
Where is the specialty coffee scene located in Marrakech?
The epicenter of Marrakech's specialty coffee movement is located in the New Town district of Guéliz. While many travelers focus their attention on the historic riads and the bustling souks found within the Medina, the third-wave coffee culture is centered in this modern urban area. This district hosts various independent shops that prioritize high-quality beans and diverse concepts, ranging from retro-themed cafes to sleek art galleries that offer a sanctuary from the local heat.
What are the main differences between traditional Moroccan coffee and third-wave specialty coffee?
Traditional Moroccan coffee culture centers on nousnous, which is a social staple made of equal parts strong coffee and steamed milk. In contrast, the third-wave movement introduces precision and experimental flavors to the city's beverage landscape. These newer shops focus on high-quality beans and specialized menus, such as the rare filter coffee offered at Gless Coffee or the use of international beans from Australian roasters like Five Ways Coffee found at THIRTY5IVE.
How does Kartell Kollektiv blend international expertise with Moroccan culture?
Kartell Kollektiv blends international expertise with Moroccan spirit by utilizing a foundation of European coffee culture established in Düsseldorf, Germany. Co-founder Nouaman El Moujahid traces the brand's roots back to a 2014 project in Germany, which informs the approach taken at their locations in Guéliz and the Medina. The brand operates as a network where specialty coffee, art, and urban subculture intersect, creating a bridge between global coffee standards and local energy.
Which specialty coffee shops are currently operating in Marrakech?
Several diverse specialty coffee shops are currently operating in Marrakech, including Gless Coffee, HeiBai Specialty Coffee, and DRIBA COFFEE CLUB. Gless Coffee offers seasonal specialties like iced popcorn caramel lattes, while HeiBai features a Chinese-inspired aesthetic and partners with Tangier-based roasters. Other notable locations include THIRTY5IVE, which functions as both a cafe and an art gallery, and Kartell Kollektiv, which operates two distinct locations across the Guéliz and Medina districts.
Originally reported by Barista Magazine.
