Born and raised in Belleville by Moroccan parents—his mother worked as a maid—Tajer grew up on the fringes of the Parisian fashion world. “Five years ago, I said, ‘I want a corner on that street,’ and everyone told me it was impossible. Now it’s real. It feels like coming home, but bringing something bigger back to Paris than how I left it.”

Spread over three levels and 460 square meters, the space merges old-world elegance with Casablanca’s signature sport-luxury aesthetic. Designed by London-based Counterfeit Studio and Moroccan architect Elements Lab, the flagship features a sculptural, deconstructed tennis court in marble, velvet, and lacquered wood, referencing both architect Carlo Scarpa and 2001: A Space Odyssey. The store’s interior contrasts Parisian Haussmannian elements with futuristic lighting, Grecian mosaics, and Casablanca’s iconic palette of red, green, and blue.

The store’s interior mixes old and new styles: classic Haussmann arches and decorations sit alongside modern lightboxes and Greek-style mosaics. The bold colors—deep red, bright green, and vivid blue—stand out, reflecting both Moroccan heritage and a sporty, modern feel.

Following the Paris debut, Casablanca will open a second flagship later this summer in Beverly Hills, Los Angeles.

Photography: courtesy of Casablanca