Temara, Morocco
Hotel Al Kasbah
A rammed-earth wall, and the Atlantic behind it.
This site is a demonstration. It is not in production and belongs to no property: the contact details, reviews and ratings shown on it are invented.
The place
Temara, Morocco
Temara is not Marrakech. The coast there is blunt, the wind constant, and the light arrives from the west instead of falling straight down. A site for an ocean address cannot borrow the warm palette and inner courtyards of a medina riad — it has to let the open sea in.
Hence the arch. It is cut through the middle of the headline and the ocean fills it: the window of an earthen house opened onto water. The sentence closes around it, the wall on one side and the Atlantic on the other, so that you read the page by looking at the view.
Three widths
Desktop, tablet, phone.
The same screen at three widths. A hotel site is mostly read on a phone, often in bed, sometimes on the other side of the world.
The art direction
Three decisions.
An arch cut through the middle of the headline: the window frames the Atlantic and the sentence closes around it.
The arch as a window
A shape borrowed from earthen architecture, used to crop a photograph rather than to decorate one.
A palette of sand
Sand, stone and a warm brown lifted from the beach itself. No colour that is not already in the picture.
Letterspaced capitals
A fine-stroke serif, set wide, letting the page breathe the way the coast lets the eye breathe.
Live
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Your property
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