First Look: Casablanca Unveils Its First U.S. Flagship in Beverly Hills

Casablanca has officially opened its doors in Beverly Hills.

The Paris-born luxury label, founded by Charaf Tajer in 2018, unveils a 5,400-square-foot space — including 3,700 square feet of front-of-house — that embodies the blend of classic architecture and modern energy the brand is known for.

“L.A. is an important city for me,” said Tajer. “I’m inspired by the place, by the different subcultures that it has to offer. It feels very cinematic for me. You cannot understand L.A. until you come to L.A.”

The city’s layered creative scene made Beverly Hills the natural choice for Casablanca’s American debut, following the opening of its first store in Paris earlier this year, he said.

“We wanted to make a statement for our first store in the U.S.,” added Tajer, who regularly visits L.A.

Housed in an early 20th-century former bank at 469 N. Canon Drive, the new boutique preserves its original architectural detailing, arches and columns, lending itself to Casablanca’s signature design DNA.

“The store is quite dedicated to the different influences that represent the brand,” said Tajer, who often draws inspiration from Greek architecture. “One is the classic and modern architecture combined together. Two is our love and inspiration from different subcultures. Music is very much at the center of the shop.”

Inside, gold 3D signage inspired by 16th-century French typography contrasts with a state-of-the-art Void sound system, while 33-foot ceilings and a vivid red wall provide a dramatic backdrop.

“It’s always this contradiction we love to play with,” Tajer said. “Something super classic like Greek columns, mixed with something very futuristic.”

Designed in-house by Tajer and Casablanca art director Steve Grimes — the first person to join him at the brand — the space also pays homage to L.A. through exclusive product offerings.

“We’ll have special items for L.A., special colorways, special T-shirts and shirts, things you can only find here,” Tajer explained. “We want to reinforce that idea of exclusivity.”

Looking ahead, Tajer points to continued growth and cultural collaborations.

“We’re expanding quickly, in women’s wear, in accessories and in culture,” he said. “From store openings to parties, to music and travel, it’s all part of the Casablanca lifestyle.”

“This launch in Beverly Hills isn’t just an expansion; it’s a strategic milestone in our global retail blueprint,” said Frederick Lukoff, Casablanca’s chief executive officer, in an exclusive statement to WWD. “L.A. represents both culture and business at their most dynamic, and by establishing our first US store here, we’re bringing the Casablanca universe to life in a market that demands authenticity, creativity and a meaningful connection.”