M Avenue review: our verdict
M Avenue feels like a quarter that has risen from the ground as a single block, which is its intended design: a long pedestrian promenade lined with light-colored buildings, planted terraces, and shop windows along Avenue de la Ménara, on the edge of the Hivernage. Everything is new, clean, and carefully lit in the evening, with the area blending boutiques, cafés, restaurants, hotels, a clinic, and an arts center.
People come here in the late afternoon, with family or friends, for a car-free stroll, a terrace dinner, or the square's events, such as folkloric parades and free jazz concerts during the Marrakech Folklore Days in 2026. The establishments are mostly international, and Moroccan craftsmanship plays a small role here. This isn't for those seeking authenticity: the decor is entirely conceived and feels staged.
The best time to visit is at dusk, when the facades light up. The best tip is the underground parking, at 5 DH per hour (checked in July 2026). The pitfall is arriving without cash, as the parking cashier refuses bills larger than 50 DH.
