Nila Boutique Hotel

Case Study:

Transforming a Piece of Coastline into a Boutique World of Curated Experiences

Client: Nila Boutique Hotel

Location: Morocco

Year: 2025

Role: Creative Director & Experience Design Consultant

Scope of Work: Brand Identity, Strategy and Marketing, Spatial & Experience Design, Creative Assets

Nila is a boutique desert retreat shaped through a fusion of Berber cultural heritage, sculptural cave architecture, and contemporary art installations. Designed as an immersive journey into landscape, identity, and elemental wellbeing, Nila brings together raw earth textures with modern sensory expression.

I developed the full creative vision and 360° concept for the hotel — from brand narrative and spatial aesthetic to guest journey, experience offerings, wellness programming, and architectural direction.

Approach

Brand & Location

Identified and positioned the site along Taghazout’s dramatic coastline.

Vision & Concept

Defined Nila as a boutique retreat specializing in curated experiences.

Aesthetic Direction

Developed the stylistic identity, weaving Moroccan craft with boutique minimalism.

Experience Design

Created offerings such as desert storytelling and surf voyages on wild beaches.

Visualisation Tools

Produced AI-generated renders to illustrate mood, space, and guest journey.

Investor Storytelling

Designed the pitch deck to communicate the vision and secure partnerships.

  • Lobby

  • Reception

  • Rooms

  • Rooms

  • Pool

  • Spa

Concept & Architectural Aesthetic

Rooted in the desert’s ancient rhythms — caves, dunes, fire — the aesthetic blends Berber craft with sculpted earthen forms and contemporary art.
Spaces feel elemental yet refined: soft curves, shadowed passages, textured walls, hand-formed ceramics, woven pigments, and installations emerging like archaeological memories.
The architecture becomes both spatial language and emotional technology: grounding, expansive, and deeply sensory.

Experience Design

Taghazut’s remote landscape offered few existing attractions, so a suite of curated in-house experiences was created to immerse guests fully in the rhythm of the desert. These include cinematic storytelling journeys into the dunes, guided sensory rituals, cultural craft explorations, and wellness-led immersion packages—each designed to transform the surrounding environment into a living narrative and give guests meaningful, place-rooted experiences without needing to leave the property.

Wellness & Longevity Program

A wellness framework shaped by desert rituals and recovery science. The subterranean thermal spa and hammam blend heat, steam, mineral water, and stone, offering thermal cycles, mineral soaks, herbal compresses, earthen mud rituals, and slow-paced recovery rooms. The longevity approach is built around breath, temperature, circadian rhythm, and mineral nourishment, creating a deeply restorative rhythm unique to the desert environment.

Outcome

The result is a fully developed hospitality concept and aesthetic direction for a boutique hotel set to open in 2028. The creative package includes brand identity, spatial narrative, sensory systems, experience programs, wellness and longevity rituals, and architectural integration — establishing Nila as a future destination rooted in culture, nature, and elemental luxury.