Situated on a 180,000 sqm swathe of pristine beachfront along the Atlantic coast, the Fairmont will be part of the 615 hectare Taghazout Bay seaside resort located 18 km north of Agadir which is slated to open in the first quarter of 2019.

HKS’ design tells a story about the transient nature of the site, from the time-honoured farming and weaving communities of the Imazighen, also known as Berbers, who were the first known inhabitants of northwest Africa, to the modern-day ‘Agadirens’ seeking leisure and relaxation. The semi-nomadic Imazighen, which translates as ‘free people’, would seek shelter and water amongst the rugged natural surrounds according to the change in seasons, whereas today, holidaymakers desire the solitude and thrill of surfing the waves year-round.

The architects have woven three touch points throughout the design concept to establish a natural, harmonious feel fitting for the context of the site: memories of space through the architecture; memories of place through the landscape; and memories for tomorrow through the guest experience. Alejandra de Cordoba Estepa, Associate at HKS, explains, “Our aim has been to create a destination that speaks of times gone by, buildings that become elegantly wrapped pieces of history which linger in the mind.”

Memories of Space: Architecture
Simplified modern forms rooted in ancient culture define the architecture of the Fairmont Taghazout Bay. The property will feature 155 spacious guestrooms and suites with sea-facing views in addition to 52 Fairmont-branded luxury waterfront villas.

HKS’s client SUD PARTNERS, a subsidiary of AKWA Group, was dedicated to developing a resort that celebrates the cultural style of the Agadir region rather than the ‘Marrakech’ version of Morocco that is more familiar to travellers. In response, the design of the hotel and villas is culturally attached to the dwellings of the Imazighen rather than typical riad architecture.

The semi-nomadic communities would return each season to familiar sources of water and shelter, resulting in a footprint with semi-permanent and temporary structures fabricated from the earth where they were located. HKS’ design draws inspiration from these constructions by orchestrating interaction between the ‘imposed’ and the ‘natural’ to heighten the interplay of the site’s conditions. Native materials and colours have also been carefully selected to deliver a synergy between place and space.

HKS, in cooperation with the project’s landscape architect, Scape Design Associates, has exaggerated these characteristics to articulate the connection between the buildings and the land and strengthen the site’s sense of drama. The team’s vision is for guests to experience Taghazout Bay from the perspective of the landscape and, perhaps subconsciously, appreciate its inherent role in shaping the spatial flow and activities integrated within the resort.

Memories for Tomorrow: Guest Experience
By exploring the symbiotic nature between the land and the architecture, guests may enjoy a seamless experience of the ‘place’ and the ‘space’ as one unified entity. HKS has designed a distinct interpretation for modern Agadir that speaks to the heart of its culture, a contemporary yet relevant Moroccan memory for tomorrow.

“We are fortunate to have a client from a traditional company which, from the beginning, wanted us to design a property that does not have a traditional look,” explains Luciano Mazza, Director of Hospitality, Architecture at HKS. “Repeating history would be too straightforward. Our client challenged us to refine the age-old Imazighen cultural aesthetics into something modern for the younger generations of local Agadirens, not just well-travelled Moroccans who have seen the world. It is much more rewarding to create something new that celebrates the unique character of Agadir.”

HKS is also working with interior designer Wimberly Interiors to bring the Fairmont Taghazout Bay to life through the creation of a sophisticated ambience that feels timeless yet rooted in the local culture and traditions.  

About HKS Hospitality Group

HKS Architects Ltd. is a wholly owned subsidiary of HKS, Inc., an international leading architectural design firm. Since its founding in 1939, HKS has completed a wide range of projects located in 1,650 cities and 84 countries.

HKS Hospitality Group specialises in the design of sophisticated urban hotels, unique destination resorts and luxurious spas, boutique properties, hospitality interiors, and world-class golf clubhouses. Operating from 24 offices worldwide, the firm has designed hospitality projects in 45 countries, garnering numerous awards and coverage in national and international publications.