Casablanca Opens a Spectacular Flagship Store in Paris
Parisian fashion luxury house Casablanca is officially establishing itself on one of the most prestigious streets of the French capital. The location of the store, at 62 rue du Faubourg Saint-Honoré, in the prestigious 8th arrondissement of Paris, symbolises a return to its roots, further reflected by its aesthetics. Departing from the classic high street codes, the store blends neo-classical style, cinematic references and a sporty-chic spirit, reflecting the brand’s ambition to establish itself as one of the new faces of generational luxury. The 450m2 space boasts a “deconstructed” tennis court in marble, velvet and high-gloss lacquered wood, a nod to architect Carlo Scarpa and Casablanca’s signature blend of sport and art. A French-Moroccan with a passion for the arts, Charaf Tajer began by studying architecture before turning to fashion. An internship at Rick Owens consolidated his attraction to this world and his taste for a creative, singular and elaborate approach.
This marks a new chapter in the successful career of its founder, Charaf Tajer. Back in 2008, together with friends, he co-founded the Pigalle concept store, named after their neighbourhood. The streetwear label was an overnight success, attracting celebrities from all over the world and winning over the likes of ASAP Rocky, Drake and Rihanna, who quickly became natural ambassadors for the brand. At the same time, Charaf Tajer was running Pompon, a bar/club in the 10ᵉ arrondissement that has become a staple of the Parisian nightlife scene, where the late Virgil Abloh performed for his first DJ set. In 2018, he embarked on a new personal adventure with the launch of Casablanca, a label blending luxury and comfort. This first permanent store marks a new chapter for the label, which won the LVMH prize in 2020.
At the opening, we crossed paths with Cedric Tillman, Rico Sanchez, Alla Bruletova, J.I.D…
Photo: Astrid Staes
