In Ben Sergao, a few miles south of Agadir on the Inezgane road, is a remarkable 13-acre project orchestrated by Moroccan-born Italian decorator-architect Coco Polizzi. He dreamed of replacing the medina Agadir lost to the 1960 earthquake with a new medina on his own land. This combination of living ethnological museum and high-quality bazaar was finally 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. Mosaic craftsmen, painters, jewelers, a henna artist, metalworkers, and carpenters welcome spectators as they practice their crafts (and welcome customers for the results) in workshop nooks throughout the medina. The medina also houses restaurants, shops, and even an amphitheater.
La Medina d'Agadir, Bensergao, Morocco