The competition brief was for the urban design of Place Lalla Yeddouna at the heart of the Medina, the preservation of historic buildings as well as the design of new buildings that would sit comfortably in the traditional urban fabric, yet speak of the vibrancy and functionally diverse nature of the contemporary site.

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The winning strategy was to re-connect Place Lalla Yeddouna to the riverfront and create a pedestrian route across the river and through the Medina.