This combination ethnological museum and bazaar is the dream of Moroccan-born Italian decorator-architect Coco Polizzi, who wanted to replace the medina Agadir lost to the 1960 earthquake with a new one on his own land.

Located in Ben Sergao, a few miles south of Agadir, on the Inezgane road, the remarkable 13-acre project was completed in 2007 by hundreds of Moroccan craftsmen following centuries-old techniques.

Each stone is laid by hand, and the buildings are made of earth, rock from the Souss, slate from the High Atlas, and local woods such as thuya and eucalyptus. Decorations follow both Berber and Saharan motifs. You can find a few mosaic craftsmen, painters, jewelers, metalworkers, and carpenters in workshop nooks throughout the medina.

The medina also houses a restaurant, shops, and even an amphitheater.