Fashion house Yves Saint Laurent opens a museum in Marrakech
by The One Centre
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7
November, 2017
7th November 2017
The Musée Yves Saint Laurent, a museum dedicated to the iconic fashion designer and his eponymous brand, has opened its doors in Marrakech.
The 4,000-square-metre building, which is the first fashion museum in Africa, includes permanent and temporary exhibition spaces, a library, auditorium, bookstore and cafe.
The museum will also include a conservation archive and laboratory that will store an extensive collection of clothing, haute-couture accessories and drawings from the iconic brand.
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The Musée Yves Saint Laurent is located on Rue Yves Saint Laurent in Marrakech, as a tribute to the city which served as a huge inspiration for the designer.
The museum, which was designed by Studio Ko, includes fashion-inspired features that characterised the work of Yves Saint Laurent.
The museum serves as a tribute to a groundbreaking designer, who changed the world
The features include a lace-like terracotta brick façade, which aims to recreate the volume and texture of fabric, and an entrance hall with smooth white walls designed to mimic the velvet lining of a couture jacket.
The building uses local materials such as glazed bricks, zellige tiles, granite, laurel branches and oaks throughout the grounds, to evoke the city which provided inspiration for the designer.
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The museum features a permanent exhibition showcasing Saint Laurent’s iconic creations including the le smoking jacket, pea coat, the Mondrian dress and the safari jacket.
The museum serves as a tribute to a groundbreaking designer, who changed the world with his creation of the smoking jacket tuxedo. The museum provides a sense of legacy and history to the brand which helps to reinforce the brand’s status moving forward without its visionary.
The design and artistic flourishes of the space also reinforce the artistry of the designer and the fashion house while providing the element of surprise in its location. Marrakech helped inspire and embolden Saint Laurent’s use of colour and by housing this tribute there, it connects the brand to the bold and exotic elements which helped make it popular.
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Why It Matters
- Yves Saint Laurent customers and fans are more than likely avid adventure travellers. The Museum’s location resonates and relates culturally to both the designer’s and his audience’s appetite for the exotic.
- Musée Yves Saint Laurent represents the ultimate brand experience, celebrating the brand, its founder and his work in a reverential environment and fascinating and avant garde destination.
- Both context and content elevate the YSL brand and set a cultural dynamic around its history and heritage that is both rich and inspiring.
- A visit to Museé Yves Saint Lauren – or read of an article on it in Gourmet Traveller – would have a deep impression on you, and one which you’d share for years to come, creating mystique and desire for future generations.
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Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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![](https://theonecentre.com/wp-content/uploads/2017/07/BMWthumbnail.jpg)
Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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![](https://theonecentre.com/wp-content/uploads/2016/08/MoleskineCafe_Thumbnail2.jpg)
Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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![](https://theonecentre.com/wp-content/uploads/2017/08/FourSeasonsThumbnail.jpg)
Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnail.jpg)
Technology
21/08
AT&T's brutal new film to stop texting and driving
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![](https://theonecentre.com/wp-content/uploads/2013/08/BA_VisitMum_Thumbnail.jpg)
Transport
14/08
BA tugs the heartstrings with Visit Mum film
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![](https://theonecentre.com/wp-content/uploads/2017/07/volvoworldbehindthumbnail432x362.jpg)
Transport
4/06
Leave the world behind with Volvo
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![](https://theonecentre.com/wp-content/uploads/2017/08/IBMfilm_thumbnail.jpg)
Technology
9/05
IBM & The World's Smallest Film
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![](https://theonecentre.com/wp-content/uploads/2017/07/Burberrythumbnail432x362.jpg)
Fashion
11/04
Burberry merges digital and physical worlds
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![](https://theonecentre.com/wp-content/uploads/2017/07/shipsongthumbnail.jpg)
Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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![](https://theonecentre.com/wp-content/uploads/2017/07/jamesbond1listImage.jpg)
Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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![](https://theonecentre.com/wp-content/uploads/2017/07/Redbullthumbnail.jpg)
Lifestyle
25/10
Red Bull goes Stratospheric
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![](https://theonecentre.com/wp-content/uploads/2017/08/AudiSpheres_Thumbnail.jpg)
Transport
7/09
Audi showcases the future in Spheres
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnails432x362.jpg)
Technology
10/07
AT&T unveils transmedia experience Daybreak
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![](https://theonecentre.com/wp-content/uploads/2017/08/GoogleLabs_Thumbnail.jpg)
Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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