Paris-born luxury brand Casablanca has opened its first American flagship in Beverly Hills, Los Angeles. Located at the corner of South Santa Monica Boulevard and Canon Drive, the new boutique spans approximately 5,400 square feet and represents a major milestone in the brand’s global expansion.
For Charaf Tajer, founder and artistic director of Casablanca, Los Angeles has long served as a deep source of inspiration. He views the city as a living paradox — a place where skateboarding, cinema, Chicano culture, and architecture coexist in a dynamic blend of light and shadow, industry and subculture, idealism and reality. This fusion, he explains, lies at the very core of Casablanca’s design philosophy.
Housed in a former early 20th-century bank, the boutique is defined by its high ceilings and grand arches. Tajer and the brand’s art director, Steve Grimes, preserved the building’s original architectural features while reinterpreting them through a contemporary lens, creating a space that balances timeless elegance with modern energy.
Inside, gold 3D signage inspired by 16th-century French typography contrasts with a state-of-the-art Void sound system, reflecting the brand’s affinity for blending heritage and innovation. The 33-foot-high ceilings and striking carmine red walls enhance the boutique’s dramatic atmosphere, while the interplay between classical and futuristic elements forms a visual harmony that defines Casablanca’s world.
Tajer sees this coexistence of opposites — the classical beauty of Greek columns and the pulse of modern energy — as the essence of Casablanca’s creative identity.
The Beverly Hills store also offers exclusive Los Angeles-only pieces, including limited-edition shirts and colorways designed to embody the spirit of the city. Through these offerings, the brand reinforces its dedication to creating unique, immersive experiences for its global community.
Casablanca’s CEO Frederick Lukoff described the new opening as “not just an expansion, but a strategic milestone in the brand’s global retail journey.” Establishing a presence in Los Angeles, he noted, allows Casablanca to connect with a market that values authenticity, creativity, and cultural depth.
Only a few months after opening its first flagship in Paris, Casablanca has made its debut in the American market. As a brand that fluidly moves between the worlds of classic and modern, art and street, it remains to be seen what kind of presence Casablanca will establish in Los Angeles.
Last month, the brand unveiled its first Winter Sports Capsule Collection in collaboration with Faction Skis, a launch that symbolizes the beginning of a new creative chapter. The limited-edition skis embody Casablanca’s poetic color language, depicting the shifting landscapes of the mountains through light and hue — from the fiery red and orange gradient that captures the glow of sunset over the peaks to the crisp white and icy blue tones that reflect the purity of fresh morning snow.
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