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Souade Ostelo
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Souade El Hofadi grew up in a family of seven children.


This is the extraordinary story of an immigrant child who began her working life while still a teenager… and who today has signed her name to one of the most inspired hotel creations in Marrakech. With a temperament which commands admiration, Souade El Hofadi is not short of either talent or courage. Encounter.


Souade El Hofadi grew up in a family of seven children. This probably helped to develop good communication skills, a sense of sharing, adaptability and sociability. At the same time, the strict and demanding environment of a Catholic school instilled in her a strong sense of discipline. Even as a child she did not shrink from challenges. She was determined to stand out, in a large family where even her father did not count on her being a success: a woman, an immigrant child, with no formal qualifications… that was her motivation and inspiration to prove that things could be different! Passionately interested in architecture, decoration and design, she is self-taught. While filling temporary jobs, she renovated interiors, sealed with original designs. This enabled her to focus gradually on real estate. Recognition naturally followed...

Souade created her own design and architecture firm, Cartes Blanches, in 2007. Her accomplishments include magnificent architectural designs in Belgium and Morocco, but also in Marbella, Dubai and Montreal. She offers a new way of looking at architecture and design, an association of contemporary Western trends and Moroccan tradition which has become indispensable. She adapts her vision to the requirements and budgets of her clients, while adding an extra “little” touch of soul. For each exclusive project, she calls upon the services of specialized craftspeople, with a culture steeped in Moroccan excellence. For her, this collaboration is a source of extraordinary richness, both in human terms and professionally. The principles of equity and sustainability are essential to her work approach. Today, she has the good fortune to be surrounded by a team of excellent professionals. This is the cornerstone of her success and means that she can manage a project from start to finish, with painstaking care paid to every little detail.

In recent years Souade El Hofadi has chosen to focus her attention on Morocco, where she recently designed, via Cartes Blanches, a first totally personal creation: the Ostelo of Marrakech. Her motivation was very personal. In the 1980s, King Hassan II had declared that he would be able to gauge his success according to the return to the country of Morocco’s children, bringing with them the benefits of their experience. This declaration had made an impression on her, since she believes that immigrant children have a unique richness because of their experience of cultural diversity. This is at the very core of her approach: a synergy between contemporary European architectural knowhow and the Moroccan craft traditions, which are mutually enriching. Today this complementarity gives her a fantastic opportunity to complete very motivating projects and, at the age of forty, she successfully competed in her native country her first original creation! It was therefore natural that the Ostelo should reflect this experience. Its atmosphere is very different from anything else that exists and its concept is both luxurious and cosy. It was a gamble: in principle, no investors would have backed a woman who was neither the “wife, nor daughter of”. But talent and the trust of everyone in her team, including her Moroccan partner, have enabled her to realize her dream. Today, she is working on many other projects...



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