El Fenn hotel review: An effortlessly cool riad reimagined for the glitterati

In a nutshell: El Fenn has held the crown as Marrakech’s “it” hotel for some years. Now this brightly decorated, super-chic boutique riad has added 10 more rooms right on the edge of the city’s ancient Medina.

The neighbourhood

On the western edge of the warren of souks, homes, hammams and passageways that make up Marrakech’s historic Medina. It’s a handy 20 minutes’ drive from Menara Airport, and a five-minute walk from central orientation point Djemma el Fna Square. Ten minutes’ stroll from there will get you to the Koutoubia Mosque, the starting point for some walking tours (which the hotel has a fabulous view of from its rooftop). In short: dreamy for sightseeing and shopping in a city that’s glorious for both. The entrance to El Fenn is on subtle passageway, so you might need to be met by a staff member on the main street outside, where taxis will drop you near its El Fenn boutique. The souks and boutiques around the hotel are primed for a freewheeling wander (be ready to get lost), but the savvy staff here can point you in the direction of specific specialities and treasures. It’s the passion project of Vanessa Branson (sister of Richard) so you can be sure these folks know the luxury crowd.

The vibe

It’s got the kind of celeb-magnet exclusivity that the original Soho House hotels had – but far more effortlessly cool, and with much more attention to local culture, style and cuisine. Creative types lounge on the rooftop with laptops or margaritas, depending on the time of day; families and wealthy shoppers secrete themselves away in vast, high-ceilinged suites where they won’t be bothered.

There’s a soporific indulgence to the communal spaces, especially the checkerboard-tiled, mid-level patio with its own pool and butter-yellow loungers, where guests come to try cakes of the day at complimentary afternoon tea time. If you want to hide away, you won’t be hounded by the discreet and unobtrusive staff; yet, if you want tips on where to shop or to book a bespoke tour, they’re equipped with all the knowledge to help you.

“Home from home” is bandied around a lot in this business, but from the two cats snoozing at reception to the option to have a staff member come and light your room’s fireplace on chilly nights, you’ll definitely start…