THR's mission is to create in Kenitra, Morocco, a one-of-a-kind resort. This tourist resort boasts a powerful and distinct value proposition based on a residential offer with elegant architecture and a highly evocative component.

Kenitra literally means 'little bridge'. The city is to the north of Morocco by the Atlantic Ocean and it has a lovely port which hasn't yet been exposed to tourism.

For the project THR designed an innovative concept under its vast methodology which covers:

• Study of the tourism and residential Moroccan market
• Analysis of the site's strategy and topography
• Development of the concept and a detailed use model
• Development of a master plan


• Development of concept architecture
• Financial viability study and development of a use plan
• Commercial dossier for the search of hotel operators

The main result was a tourist resort with 4 business units: a 6-star hotel with 145 rooms, a 5-star hotel with 330 rooms, the 'Mansouk Souk' with a great leisure and shopping offer and a conference centre.

The concept is a tourist resort able to give the client a mental image different from its competitors'. Moreover, it has singular and unique connotations compared to the development of a single hotel. It also offers a specific identity (urban + resort) different from a single luxury hotel, or the mixed-use developments which can be found in and around Marrakech.

The positioning defined by THR: "This tourist resort is a renowned establishment with luxury accomodation, haute cuisine, exclusive shopping, high-tech offices and the most modern meeting rooms. It is located in a beautiful environment, a stone's throw away from the vibrant centre of Marrakech."