CASABLANCA OPENS FIRST PARIS FLAGSHIP STORE

Summary:

• French-Moroccan fashion brand Casablanca has opened its first flagship store on Rue du Faubourg Saint-Honoré in Paris
• The three-floor space features Haussmannian architecture with design elements inspired by tennis courts, ancient Greece, and futurism
• Founder Charaf Tajer views the opening as a homecoming, having grown up in Paris's multicultural Belleville district

Casablanca has opened its first flagship store in Paris, located on Rue du Faubourg Saint-Honoré, one of the world's most prestigious shopping streets. The boutique occupies a Haussmannian building characterized by Lutetian limestone facades, high ceilings, and arched windows.

The store spans three floors designed to reflect the brand's aesthetic codes and DNA, which blend elements from past and future. The interior achieves a balance between heritage, luxury, and modernity, with notable references to sports culture. A sculpture made from marble, velvet, and lacquered wood draws inspiration from architect Carlo Scarpa and evokes a tennis court. The white marble mosaic flooring references ancient Greece while contrasting with the luminous ceiling that pays homage to futurism, Japanese aesthetics, and Stanley Kubrick's "2001: A Space Odyssey".

For founder and creative director Charaf Tajer, the opening represents a particularly meaningful milestone that constitutes a homecoming. Tajer was born and raised in Paris's multicultural Belleville neighborhood by parents of Moroccan origin.

"When my parents came to France, my mother worked as a housekeeper. Building a fashion house seemed like an impossible dream. Then, five or six years ago, I said: I want a corner on that street and everyone told me it was impossible. Opening this store is a huge milestone for us: it's like coming home, but bringing something bigger than when I left. It's a sign of progress and a way to inspire people", Tajer said.

The brand has announced plans to open a second boutique in Beverly Hills in the near future.

Casablanca, established in 2018, has positioned itself within the luxury streetwear segment, drawing inspiration from Tajer's Franco-Moroccan heritage and his passion for tennis and resort culture. The brand's collections typically feature silk shirts, tailored shorts, and sportswear-influenced pieces that reference the leisure lifestyle of the 1970s and 1980s Côte d'Azur.

The Paris flagship represents the brand's first dedicated retail space, following successful wholesale partnerships with luxury department stores including Bergdorf Goodman, Harrods, and Le Bon Marché. The opening coincides with Casablanca's continued expansion in international markets, with the brand now stocked in over 200 points of sale worldwide.

The Rue du Faubourg Saint-Honoré location places Casablanca alongside established luxury houses including Hermès, Cartier, and Saint Laurent. The street has historically served as a destination for high-end fashion and jewelry brands seeking to establish their presence in the French capital.

The flagship's design was developed in collaboration with interior architects who specialized in retail environments for luxury brands. The project required eighteen months of planning and construction, with particular attention paid to preserving the building's historical architectural elements while incorporating contemporary design features.

The store will carry Casablanca's full range of menswear and womenswear collections, including limited-edition pieces exclusive to the Paris location. The space also features a VIP area for private appointments and styling consultations.