Delivering a strategic focus in Morocco

Morocco Mall

Strategy & Research


Morocco Mall in Casablanca is the largest shopping and leisure scheme in North Africa. Owned by Moroccan-based Aksal, post-opening, the scheme was in need of a clearer strategic focus, along with a strategic direction for each of the Aksal-owned franchise brands.


Our strategic team was behind the creation of the new vision for Morocco Mall, which gave clarity to the direction and also aligned the retail brands, which ranged from Gucci, Ralph Lauren and Dior to Galleries Lafayette, Inditex and Gap. The remit included having a long-term strategic manager based on site.


The project gave a clear focus to the centre’s marketing, which was subsequently implemented using a range of local agencies.


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