Whether in Paris, New York, or Marrakech, the feeling is always the same. You don’t just enter an Assouline store; you become captivated. . The beautifully aesthetic covers, the impressive book sizes, bold colors—now a brand signature—and, of course, the subject matter create a true burst of chic culture, appealing to any interest. Dior, Rolex, Federer, Francis Bacon, Formula 1, oriental avant-garde, Mykonos, Mexico, Morocco – and even Barbie makes an appearance! Everyone seems to want one. . Why? Because they’re highly desirable.

Limitless Creativity

For the Assoulines—Prosper, Martine, and their son Alexandre—culture knows no bounds as long as it can be illustrated on glossy paper. “Any topic can be interesting. We’ve done a book on gas, another on oil, and one on bombardier jets: You name it, we’ve done it.  We learn every day!” says Prosper, grinning broadly, with the smile of someone who truly enjoys their work. He adds, “We’re constantly creating, publishing a book every month just for the travel collection alone.”

When asked if they fear running out of ideas, the answer is clear: “We have themes lined up for at least the next 25 years!” With over 2,000 books published to date, opportunities continue to come the family’s way, like the chance to publish the famous Proust Questionnaire with answers from celebrities. “In 2003, the Drouot auction house gave the authorisation of use  of the two questionnaires—yes, there are two—to an acquaintance of ours, and that’s where the idea was born,” recounts Martine.

From Their Apartment to the World

Assouline’s story began in Paris 30 years ago. Prosper was in communications, and Martine came from the luxury industry. They were passionate about beautiful books. “We loved these large, illustrated books but found them a bit too conventional. So, we decided to create a book about a hotel we particularly loved: La Colombe d’Or in Saint-Paul de Vence. That’s where it all started. We worked from home, with Alexandre by my side,” Martine shares. Book after book, success followed success, and few luxury brands haven’t asked Assouline to tell their story in print.

Now based in New York, the family business continues to grow, expanding its collections and opening flagship stores (like in London) and boutiques in iconic hotels (The Plaza and The Mark Hotel in New York). The newest addition is a store in Marrakech, located in the trendy Majorelle district. Prosperity (no pun intended) comes with dedication: “I’m in the office by 6:55 every day, even on Sundays!” Prosper says. International expansion, new decorative library objects (bookends, candles, headphones), and a recent minority investment from LVMH have accelerated their growth.

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Beauty Secrets

At Assouline, browsing isn’t rushed. Customers take their time, flipping  through almost every image. “The image needs to convey the emotion. People today don’t have time to read through 100 pages. We live in a visual world,” explains Martine. So, is this their secret? “Not entirely, but aesthetics are paramount. We (the couple, that is) check every page, every millimeter. Nothing is left to chance! The real secret is the storytelling,” says Prosper. “We’re like chefs,” adds Martine, echoing the star chefs they feature in their books.

A Taste of Home

And what about Morocco? “It’s home! I was born here, and I’ve carried Morocco with me everywhere. So, when we had the chance to open here, with this dual space for Ligne Roset and Assouline in Marrakech, we said yes. Plus, we’ve already published several books about Morocco: Marrakech Flair, Morocco: Kingdom of Light, and one on Mehdi Qotbi. We’re also working on more Moroccan subjects.” As we said earlier, Assouline never stops surprising us.

Assouline Marrakech
16, Rue Houdoud, Majorelle District, corner of Rue Al Madina.
Tel. +212 5 24 44 21 70