At the foothills of the Atlas Mountains, in the storied city of Marrakech, a quiet revolution in Africa’s cultural narrative is underway. The Museum of African Contemporary Art Al Maaden (MACAAL) is positioning itself not only as a repository of African creativity but as a beacon for a new era, one where African art is not treated as a trend, but as a permanent pillar of global cultural heritage.
As global eyes continue to turn toward African markets for investment and innovation, the continent’s creative industries are taking center stage.
In Morocco, a country long known for its architectural majesty and artisanal traditions, a new cultural dialogue is emerging, one that blends legacy with modernity, and firmly situates African contemporary art at the heart of international discourse.
MACAAL: A Visionary Cultural Investment
Founded by the philanthropic Fondation Alliances and spearheaded by Moroccan businessman and art patron Othman Lazraq, MACAAL opened its doors to the public in 2018.
However, it is in 2025 that the museum is making its most definitive statement to date: African art is not a decorative afterthought nor a niche curiosity, it is foundational, enduring, and as essential to global culture as the works of Europe or Asia.
In an ambitious new exhibition cycle, MACAAL has committed to exclusively showcasing African and diaspora artists throughout the year. The programming is bold, curated with an unapologetic lens that centers African perspectives. The result is not just a series of exhibitions; it is a reassertion of creative identity.
“The global market often treats African art as a trend,” said Meriem Berrada, MACAAL’s artistic director. “But African artists are not responding to trends, they are responding to life, to history, to politics, to joy, to spirituality. We are here to honor that continuum.”
Beyond the Walls: Building a Continental Platform
Unlike traditional museums that serve primarily as showrooms, MACAAL aims to function as a dynamic cultural hub. It has become a gathering point for artists, collectors, curators, scholars, and travelers. With its lush sculpture garden, on-site artist residencies, and educational workshops, MACAAL is nurturing a creative ecosystem.
One of its most acclaimed recent exhibitions, “Memoria: Stories of Another Time,” spotlighted voices from across the continent, blending mediums such as photography, sculpture, textiles, and film. In 2025, the museum expands on this momentum with partnerships across Dakar, Johannesburg, and Accra creating a pan-African circuit that facilitates both artistic exchange and tourism.
This regional alliance is key. As Africa’s wealthy elite increasingly invest in cultural capital, art is being recognized not just for its aesthetic value, but for its capacity to drive economies and rewrite narratives.
Art as Diplomacy, Identity, and Investment
The influence of African art is now undeniable on the world stage. From Lagos to London, Addis Ababa to New York, artists of African origin are commanding record auction prices, headlining biennales, and reshaping museum collections. Yet, much of this acclaim still comes from institutions outside the continent.
MACAAL challenges that dynamic by asserting control over the continent’s creative legacy. Its mission goes beyond showcasing art, it aims to keep African stories anchored on African soil. This is especially significant in an era of increasing calls for the repatriation of looted cultural artifacts.
Moreover, African UHNWIs are beginning to follow suit. Art is becoming an essential asset class for private collectors and family offices. Cultural infrastructure is now a mark of national and personal prestige on par with skyscrapers or financial centers. In this context, MACAAL is a flagship, proving that culture is not a passive commodity, but an active expression of power, pride, and possibility.
Tourism Reimagined
For luxury travelers, Marrakech has always been a siren call. Now, beyond its riads and spice bazaars, it offers a deeper, more contemporary experience. High-net-worth individuals are increasingly pairing their getaways with gallery viewings and artist salons. MACAAL’s growing international profile is making it a cultural destination in its own right, drawing visitors from the Gulf States, Europe, the U.S., and other African nations.
Morocco’s tourism board is also taking note. With the success of MACAAL and sister institutions like the Yves Saint Laurent Museum and the Mohammed VI Museum of Modern and Contemporary Art in Rabat, the country is positioning itself as a North African cultural capital. Luxury tour packages now routinely include curated museum visits, private gallery tours, and intimate dinners with collectors and curators.
An Unfolding Renaissance
The message from MACAAL is clear and powerful: African art is not emerging it has arrived. It is not a trend, but a tradition being carried forward with fire and finesse. As the continent’s creatives continue to carve out space on the global stage, institutions like MACAAL ensure that Africa is not just present in the narrative but leading it.
In the words of Berrada: “We are not here to follow trends. We are here to tell our stories, on our terms, in our time.”
And that time, finally, is now.
