A residence in the beating heart of the city, the cool elegance of an haute couture designer, the down-to-earth vibrancy of a local market, a glimpse into secret gardens and sweeping mountain vistas: this mid-March Moroccan weekend had it all, offering guests an authentic visit with a sensory overload.

The action began from the moment the BMW i Pure Impulse members arrived in Marrakech, as they were escorted through the central souk to the Riads – typical courtyard homes – that would be their “home from home” for the weekend.

After some time to relax and explore, the 32 guests from Germany, Switzerland, Austria, France, the UK, Belgium, Portugal, Latvia and the US congregated at Riad Adore, one of the three Riads for the weekend’s stay, for the evening event. Helping set an atmospheric tone, a traditional tea server and three musicians playing local music welcomed the guests, as did Isabel Theissen, Product Management BMW i, before the agenda was discussed and a guide gave the members useful information on the city.

The next day saw them dive right into a variety of urban experiences: an out-of-hours exclusive look around Le Jardin Secret palace with its traditional Islamic gardens, including a welcome from their owner; a morning guided tour of central Marrakech encompassing such locations as the spice market and the more off-the-beaten-path parts of the city; and an afternoon visit to the newly opened Musée Yves Saint Laurent Marrakech and the neighboring Jardins Majorelle, which included a surprise private tour of the late couturier’s private villa and gardens.

In contrast, the second full day was full of rural and outdoor adventures in the shape of a visit to the Kasbah du Toubkal, with an eventful and unforgettable journey to reach this secluded hotel surrounded by the Atlas Mountains. En route, the guests stopped at a local market in the small but bustling village of Asni, a real eye-opening experience for those who had not been in such a setting before.

Lunch was enjoyed at Kasbah du Toubkal with stunning views of Mount Toubkal, the highest peak in the Atlas Mountains – with the trek up to the location making the occasion even more special for those members who chose that route. Beyond the organiZed activities, there was also plenty of time for individual exploration of the city on the first and final day, including time to relax, visit a hammam or search the souks.

After the day’s outdoor adventures, the final evening had a farewell dinner in a magical rooftop setting in store for the BMW i Pure Impulse members. This was all the more highly anticipated after the switch to an indoor location due to poor weather on the first evening – and it was worth the wait. Atop Dar Mo’da, another of the guests’ Riads, a lavish buffet was served with giant tagines taking centre stage: a treat for the senses that rounded off a wondrous weekend in the real Marrakech.