Marrakech: Where Legend-Makers Are Born
In Marrakech, every alleyway and every encounter tells a story of tradition and growth over time. To recognize the advisors who keep its network alive on a daily basis, IAD commissioned Acmé to design a four-day seminar conceived as a journey of discovery.
Between the medina, the souk, and the Agafay Desert, each participant is invited to discover the hero within and to celebrate those who build and pass on traditions.
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Upon arrival at the Marrakech airport, a personalized welcome experience immersed each participant in the spirit of the trip. At the Heroes Hub in the Dar Sara riad, a profile quiz and the presentation of an individual Hero Card (networker, sage, negotiator, builder, or visionary) immediately sparked anticipation for the journey ahead.
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The highlight of the trip took place in the Agafay Desert, during the Olympic-style games followed by a dinner under the stars. Gathering for team competitions and then a dance party set to the rhythm of Gnawa music, the participants experienced a moment of intense camaraderie—a culmination of everything they had learned during the trip.
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Each participant left with their Hero Card and travel journal—two tangible mementos of their journey. The scarves handed out during the Olympics and the souvenirs from the workshops kept the experience alive long after they returned home. As for the hero’s story, it continues to unfold within the IAD teams.
Turning a "
" seminarinto a journey of self-discovery
IAD asked Acmé to design a seminar that goes beyond the traditional incentive trip format, reflecting a network where success is never measured in isolation: it is built through each person’s ability to help others grow, to share knowledge, and to forge lasting connections. From the very first hours, each participant settles into their riad before gradually making their way to the Heroes Hub, a space designed without any imposed structure—a place to meet, exchange ideas, and let initial connections form. Because in the IAD network, just like in the alleys of Marrakech,heroes never reveal themselves in isolation: they learn, share, and build legacies.
Acmé designed these four days as a celebration of those who build, inspire, and pass on knowledge, with the goal that each participant leave with a clearer understanding of their own role within the group.
Marrakech: A Map of Everyday Heroes
Acmé built the experience around the figure of the everyday hero: someone who observes, adapts, builds, and passes on knowledge—just like the people who are the strength of the IAD network. Each location in Marrakech was associated with a different facet of this hero.
The medina embodies adaptation to and an understanding of the environment,
the souk, bargaining, and opportunity,
The Madrasa: The Transmission of Knowledge,
the desert, perspective, and distance,
Craft workshops: patience and construction.
This common thread took shape from the very first day through an individual Hero Card—representing a connector, a sage, a negotiator, a builder, or a visionary—as well as a personal travel journal designed to help each participant gain perspective.
Meticulously orchestrated—
, from the riads of the medina to the desert
The logistics team arranged for five riads located throughout the medina, multilingual guides assigned to each language group, and a transportation coordinator at the airport to ensure a smooth flow of staggered arrivals.
The Heroes Hub at the Dar Sara riad served as the hub for onboarding, from the distribution of Hero Cards to the first group activities. The next day, a negotiation challenge in the souk engaged each team within a specific budget, before a Moroccan cooking workshop continued the theme of knowledge sharing. On the third day, the program moved to the Agafay Desert with Yes We Camp, where an Olympic-style competition featured a water-carrying race, archery, and tent-pitching. Each evening was carefully curated to build on the overarching narrative, featuring local cuisine, Gnawa music, and team spotlights.
When the script fades away to make way for real-life experiences
The participants went through four days marked by varying levels of intensity. The warm welcome at the Heroes Hub gave way to the energy of the challenge in the souk, then to the camaraderie of the cooking workshop, where laughter mingled with shared techniques. The diversity of participants—including relationship builders, wise advisors, negotiators, and visionaries—fostered spontaneous exchanges among teams from varied backgrounds, far removed from the usual hierarchies.
The transition from the urban rhythm of Marrakech to the silence of the Agafay Desert offered a rare moment of reflection: the Games allowed everyone to experience their own version of being a hero in action, before a dinner under the stars—accompanied by Gnawa music—followed by a dance party, brought the trip to a close in an atmosphere that was both festive and deeply moving. Many took the time that evening to open their travel journals and jot down what this Moroccan interlude had revealed to them about themselves and others.
Client information
IAD is a French real estate network founded in 2008 by Malik Benrejdal, Jérôme Chabin and Sébastien Caille, with the ambition of reinventing real estate through a digital and flexible model. Its name, "Immobilier À Domicile", reflects its desire to bring service closer to customers, while offering an alternative to the traditional model.
Based on network marketing, IAD enables independent advisors to develop their business with modern tools and personalized support. With an international presence, IAD stands out for its innovative, human approach, combining local expertise and advanced technologies for an accessible, efficient real estate experience.
Curious corner
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To recognize the value of the IAD network’s advisors by offering them a narrative-driven journey in Marrakech that reflects the values of knowledge-sharing, building, and community—values that lie at the heart of their work.
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It helped ground the workshop in the reality of the IAD consultants, whose success depends on their ability to develop others rather than on individual performance alone. Each participant could thus see themselves reflected in one aspect of the hero.
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Handed out on the first day following a profile quiz, they served as an icebreaker, a guiding thread during the activities, and a symbol of identity throughout the narrative journey.
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The desert offered a change of pace and scenery that was perfect for taking a step back after three days spent amid the hustle and bustle of Marrakech. The Olympic-style games, followed by dinner under the stars, were the highlights of the trip.
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Five riads in the medina, multilingual guides, the Yes We Camp team for the Agafay Desert, as well as local artisans for the cooking workshop and the bargaining challenge in the souk.
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This project illustrates Acmé’s ability to transform a business trip into a lived experience, where every location, every activity, and every item given to participants serves a coherent narrative purpose from the first day to the last.