Last week, Jacob Elordi was in Morocco for Marrakech’s International Film Festival, serving as a juror alongside Andrew Garfield and Luca Guadagnino, and causing a ruckus for his bold beard debut. A rugged look, you might say, but more on that later.

The Euphoria and Saltburn actor’s most recent role saw him pick up a Bottega Veneta ambassadorship—a rightful ascension, given his consistent and public-facing appreciation of the brand’s handbags. And in Marrakech, he’s showcased some more of his wider aesthete tastes, paying a visit to the city’s most in-demand artisan rug dealer. Those Bottega bags need a soft, stylish, fuzzy landing for when Elordi gets through the door after a day on set, of course.

He was photographed in Soufiane Zarib 16, a store found in the medina of Marrakech. It’s known for a careful yet broad curation of bespoke, locally-produced, vintage and antique rugs from Morocco, as well as Persia, Turkey, and the Caucasus.

Soufiane Zarib himself, who runs the store and showroom with his cousin Ismail Zarib, is a second-generation local rug dealer who has been trading for over two decades. His father was a rug dealer before him, who brought him up in the Marrakech medina surrounded by the rug trade and the culture of craftsmanship. Rugs are hand-woven by local artisan women, made from natural, locally-sourced materials including wool, cotton, and silk.

The Zaribs have established themselves as go-to rug dealers, with a showroom in a converted riad that acts as a destination and cultural oasis in itself—plus, a great aerial photo-op on one of their gargantuan carpets if you go with a group. Their carpet clientele includes Dior and Mandarin Oriental. And with a cursory look at their popular Instagram page, you’ll find followers from Paloma Elsesser to Harris Dickinson, Hassan Hajjaj, Liam Hodge, and Maximilian Davis. There’s also Balenciaga image director Johan Fleury, model Rianne van Rompaey, fashion show set design visionary Alexandre de Betak, designer Derek Lam, artist and designer John Derian, and chef Clare de Boer. Modern design maven Kelly Wearstler is even shown visiting the space on their IG to peruse the wares.

“It was really nice to have Jacob visit our shop,” Ismail tells Vogue of the viral visit. “As for the response to the photo of his visit, we’ve seen some positive feedback, and there has definitely been a noticeable uptick in engagement. There seems to be a bit more interest in our products.”

As to whether Elordi will be picking up a rug? “He likes our rug collection and furniture… he’s thinking of contacting [us] when his new house is finished.” Soufiane Zarib, he says, deals with a diverse customer base: typically, “interior designers, art collectors, and individuals interested in unique home décor.”

“Given the cultural significance and artistry of Moroccan carpets, it’s common for artists, cultural figures, and even tourists seeking authentic craftsmanship to be drawn to the offerings,” Ismail says. People who have an appreciation for the intricate designs with deep historical context are drawn in. “The allure of Moroccan textiles, coupled with the storytelling behind each piece, tends to attract a creative and culturally aware audience.”

Should you be visiting, the showroom-atelier can be found in the industrial district of Sidi Ghanem, surrounded by local craft shops, boutiques, perfumeries, and galleries. It sits across four airy floors, with two sun-lit levels for exhibitions, a subterranean warehouse, and a terrace where local artisans can work to create rugs and other artwork. The space is populated by locally-made terracotta vases, furniture, sculptures, and chairs.

As well as sumptuous traditional Moroccan rugs of the classic, vibrant Boujad and richly textured Berber variety, Soufiane Zarib is known for more contemporary and innovative designs that see artisans experiment with technique and form. Some featured rugs incorporate tie-dye and Cubist designs. Many of their carpet weavers are Berber women from the Atlas Mountains, and they also work with emerging local artisans. The Berber women use wool from the ancient, native Siroua sheep breed, dyeing material with natural colors, practicing the centuries-old classic Berber knot to create the striking patterns. Zarib has a considered inventory of heritage vintage rugs too, only buying “really unique, special ones.” This includes Tuareg mats, woven from natural fibres by semi-nomadic people in northern Africa, which Zarib has a special interest in.

Having considered the rugs for his future space, Elordi went on to attend a starry gala dinner at Marrakech’s Palace Badi, a ruined 16th century palace. He dined with Guadagnino and Garfield, as well as Tim Burton, Monica Bellucci, Sean Penn, David Cronenberg, and Morocco’s royalty. The meal, hosted by HM Mohammed VI and noted cinephile HRH Prince Moulay Rachid, featured traditional dishes like lamb tagine, a Moroccan pie known as a pastilla, and couscous.

Elordi will next play the lead role in the TV miniseries adaptation of the novel The Narrow Road to the Deep North, and then, star as Frankenstein’s monster in the Guillermo del Toro-directed Netflix horror film Frankenstein, opposite Oscar Isaac. Elordi will also reunite with Saltburn director Emerald Fennell to film the adaptation of Wuthering Heights in the U.K. in 2025, playing Heathcliff. He also addressed the rumors that he was starring in Gaudagnino’s new American Psycho movie. Speaking to Variety at the 21st Marrakech International Film Festival, he said (apparently, with a smile): “That’s news to me.” New roles, new rugs.