Reinventing the Moroccan Hypermarket Experience
Architectural Design
Customer Journey
Signage and Environment Design
As a pioneer in Moroccan retail since the late 1980s, Groupe Marjane has partnered with Lonsdale to rethink its hypermarket concept and deliver a more immersive, premium, and locally rooted shopping experience.
Unveiled in Casablanca at Marjane Californie and Marjane Bouskoura, this next-generation model introduces a “retail street”: open, bright, and easy to navigate, offering high-quality products at accessible prices. The experience is enhanced through dedicated corners, each with its own identity—bakery, butcher, fishmonger, beauty, home, culture, and more. The cultural zone, inspired by Moroccan tents, immerses visitors in a “1001 Cultures” experience.
A focus on locally sourced and sustainable materials—Atlas stone, terracotta, brass, rattan, zellige tiles—celebrates Morocco’s rich heritage while promoting eco-conscious design.
With features like premium bulk counters, click & collect, and an emphasis on Made in Morocco and local cooperatives, the concept embraces new consumer expectations.
Totems throughout the store share Marjane’s commitments, reinforcing the promise: “I go, I gain.”
A modern, culturally vibrant space that redefines the hypermarket as a community-driven lifestyle destination.







Selected work
-
Dove
Brand Management
Brand Strategy
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Ricard
Packaging Design
-
Ferrero
Architectural Design
Customer Journey
Tertiaire
Workspace Design
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Visual Identity
-
Maggi
Brand Strategy
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising
-
Dove
Brand Management
Brand Strategy
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Ricard
Packaging Design
-
Ferrero
Architectural Design
Customer Journey
Tertiaire
Workspace Design
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Visual Identity
-
Maggi
Brand Strategy
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising