Casablanca opens its first store in the heart of Paris

Rue du Faubourg Saint-Honoré is home to the brand’s first flagship store.

Casablanca, which has been able to connect luxury, multicultural heritage and sporty aesthetics with unmistakable exquisiteness, is pleased to open the doors of its first physical shop. Charaf Tajer, founder and creative director, thus materialises a dream that began in Belleville, Paris, on the margins of the system, with Moroccan roots and a very clear objective: “I want a corner on that street”, he said six years ago. And he got it.

The space, located on the iconic Rue du Faubourg Saint-Honoré, stands as a physical manifesto of the brand’s universe: a dialogue between history and the future, between Haussmannian architecture and the cinematography of “2001: A Space Odyssey”. It has been designed by Steve Grimes, who has worked hand in hand with Charaf, and articulates three levels of immersive experience where design is transformed into an emotional language. The centrepiece, a deconstructed tennis court sculpted in marble, velvet and lacquered wood, pays homage to Carlo Scarpa and visually connects the two main floors in an almost theatrical gesture.

The interiors mix classical French design references with chromatic explosions of reds, greens and blues – Casablanca‘s signature colours – and a floor reminiscent of Ancient Greece set against a ceiling of futuristic light. Pure contrast.

“Opening our first shop in Paris is a bit surreal, but I’m not a dreamer: I’m a man of projects and I’m driven by the desire to manifest the things I believe in. This is a real milestone: it represents the fact that anything is possible. In gratitude for that,” says Tajer.

Casablanca Rue du Faubourg Saint-Honoré opened its doors on 5 June, and was created in collaboration with London-based design firm Counterfeit Studio and Moroccan architect Elements Lab. The second shop will open at 469 North Canon Drive in Beverly Hills, Los Angeles, later this summer.