This June, Casablanca opens its first flagship store on Paris’s prestigious Rue du Faubourg Saint-Honoré, a full-circle moment for founder Charaf Tajer. The 460-square-meter space, set in a Haussmann-era building, blends the brand’s signature mix of Parisian elegance, cinematic references, and sporty luxury. But more than just a retail destination, it’s a personal triumph for Tajer, who grew up in Belleville as the son of Moroccan immigrants.

“My mother worked as a maid when she came to France,” Tajer says. “Building a fashion house wasn’t expected.” Securing a corner on this iconic street (home to fashion’s biggest names) felt impossible just years ago. Now, the store stands as proof of Casablanca’s rise, and Tajer’s determination to bring something back to the city that shaped him.

Designed with Brand Art Director Steve Grimes, the space mirrors Casablanca’s aesthetic: a tennis court-inspired centerpiece in marble and lacquered wood nods to Tajer’s love of sport and Carlo Scarpa’s architecture. The mosaic floors reference ancient Greece, while a glowing, futuristic ceiling channels Kubrick’s 2001: A Space Odyssey. Traditional Parisian mouldings meet vibrant gradients in the brand’s signature blues and greens, and downstairs, plush green carpet spills over transparent displays like an art installation.

Check it out below:

This store is just the beginning: a Beverly Hills location follows this summer.