Two of Morocco’s most celebrated figures—each a heavyweight in entirely different worlds—have come together to open a new venture aptly named Juj, the Arabic word for “two.” This week, globally renowned pop artist Hassan Hajjaj and UEFA Champions League winner Achraf Hakimi cut the ribbon on a joint concept space in Casablanca, merging their distinct universes to create a place where art and sport coexist and meaningfully collide.
Split between its functions as a café and a retail space, the ephemeral venue is described on its Instagram as “more than just a café” but a place where “culture and community meet,” and “tradition and modernity can coexist.”
Inspired by football, art, and Moroccan pop culture, guests can be expect a selection of nibbles and drinks alongside access to limited edition items including exclusive merchandise and collectibles.
“Rooted in Morocco, created with the spirit of our land, and shared with the entire African continent,” the founders captioned an Instagram post promoting the concept’s multicultural edge.
Launched on Dec. 14, Juj will operate alongside the forthcoming edition of the African Cup of Nations (AFCON) that is hosted by the Kingdom itself. Designed to capture momentum off the field, the collaborative venture is part of a much larger constellation of events across the four weeks of competition, ranging from music and art to sports, live performances, and more.
This opening marks Hajjaj’s second venture of the kind on Moroccan soil. The first, Jajjah, inaugurated in 2022 in Marrakesh, operates along a similar model across a space divided between café-canteen, retail, and gallery functions. A hub of culture that serves as the local community’s anchor, it has since been the home and proud host to a countless number of concerts, exhibitions, and installations over its nearly-three years existence.