Marrakech in Soho: Hassan Hajjaj and Atay Atelier show new generation Moroccan artists in Broadwick Soho London

EL FENN MARRAKECH X BROADWICK SOHO

This summer, the vibrant soul of Marrakech arrives in the heart of London. Broadwick Soho hosts a bold residency as El Fenn takes over their rooftop, Flute, from June 25th through to August 31st.

In a high-energy design collaboration, Broadwick Soho transforms into a living extension of Marrakech's most iconic hotel. This collaboration is a sanctuary for the creative community, fusing maximalist textures and inspired Moroccan dining with Soho spirit

Moroccan art anchors the residency. Curated in collaboration with Hassan Hajjaj and Atay Atelier, Between Rooftops, features the work of Ismail Zaidy and FatimaZohra Serri. At the core of the exhibition is the idea of the rooftop as both a physical and conceptual point of departure. The artistic exchange between Broadwick Soho and El Fenn is rooted in this shared architectural feature: both spaces are known for their rooftops. This idea is echoed in the practices of the two artists.

For both Ismail Zaidy and Fatimazohra Serri, the rooftop is where their work began. For Serri, the rooftop of her family home in Nador provided a private and trusted environment in which she could begin photographing. An intimate space that allowed her to explore themes of femininity and the body on her own terms. For Zaidy, the rooftop of his family home in Marrakech became Studio Sa3ada (Happiness Studio), a place of collaboration with his siblings and a setting where everyday life could be transformed into carefully composed images. In both cases, the rooftop has a crucial function in their art practice.

Painter Ali Maimoun adds another layer, with works that draw on Moroccan visual traditions through a more expressive, colour-led approach.

The experience begins before you reach the roof. Already in-situ, a never before shown work by Hassan Hajjaj - Rubbish Odalisque 2010/1431 welcomes guests on arrival, offering a first glimpse of what unfolds upstairs.

All works displayed during the residency are available to purchase as part of Broadwick Soho's committment to support Moroccan artists.

For more information about the artworks, email us at: info@atayatelier.com

Click here for more information about the collaboration

More about the artists:

Hassan Hajjaj (b. 1961) is a British-Moroccan artist working between London and Marrakech. Widely recognised for his bold, pop-inflected visual language, his work captures the cultural energy and multiplicity of contemporary Morocco. Working across photography, fashion, video and installation, Hajjaj is best known for his vibrant portraits of stylised subjects set against richly patterned backdrops. His signature frames, often incorporating everyday commercial objects, further blur the boundaries between art, design and popular culture.Through his distinctive use of colour, material and iconography, Hajjaj creates a visual dialogue between North African culture and global influences, positioning his practice at the intersection of tradition and contemporary expression. Thanks to his expansive approach to medium and inventive juxtapositions of North African culture and Western iconography, Hajjaj has garnered comparisons to iconoclasts and Pop phenoms such as Andy Warhol. He has exhibited in New York, London, Paris, Marrakesh, Dubai, Berlin, and Los Angeles. His work belongs in the collections of the Brooklyn Museum, the Guggenheim Abu Dhabi, the Los Angeles County Museum of Art, the Museum of African Contemporary Art Al Maaden in Marrakesh, and the Victoria and Albert Museum.

Ismail Zaidy (b. 1997) is a photographer based in Marrakech. Working from Studio Sa3ada, the rooftop of his family home, he creates intimate and carefully staged images in collaboration with his siblings. His work combines simplicity with strong visual clarity, often incorporating textiles that connect to memory and domestic life. Zaidy has exhibited internationally, including at Photo Basel, Photo London, and the 1-54 Contemporary African Art Fair, and has collaborated with Vogue, GQ, and Apple. He is the recipient of the International Prize for Contemporary African Photography (2021) and the Tasweer Award (2025).

Fatimazohra Serri (b. 1995) is a Moroccan conceptual photographer based in Marrakech whose work explores femininity, emotion, and the body. Beginning on the rooftop of her family home, she creates intimate and symbolic images that challenge taboos around women’s lives and gender dynamics. Her series Shades of Black (2017) reflects on lived experiences of women across cultural contexts. Her work has been exhibited internationally, including at Photo London, the 1-54 Contemporary African Art Fair, Untitled Miami Art Fair, and the Cobra Museum