French Design House Expands U.S. Presence With Beverly Hills Boutique
Casablanca, has unveiled its debut U.S. store on the corner of Santa Monica Boulevard and North Canon Drive in Beverly Hills. The location, the brand’s second in the world, pays homage to Los Angeles—a city that has long been a wellspring of inspiration for founder and creative director Charaf Tajer.
“When I was younger, I’d go to LA and be quite obsessed by its many cultures: from skateboarding, cinema, music, the Chicano culture, the architecture and design movements. All of these meeting points create the juxtapositions of LA. The city is a living paradox. It’s a sunny place by the sea, but it can also be tough and extreme. This utopia of America offset by its grittiness, the fast-paced business and the celebrity. This has many messages, but this raw mix of industry and subculture creates a unique harmony that makes the city. It’s the same philosophy we explore at Casablanca. We love juxtapositions that create something new, that’s our design ethos,” said Tajer.
“LA is a cultural institution. There is an alluring energy within the city, and having a store in such a prestigious location feels like we are now part of that cultural heritage. Since my first visit, driving down the freeway from LAX and experiencing the views firsthand had an almost nostalgic feel to it—the world has such exposure to the city through cinema, music and entertainment that we have a sense of emotional connection to it,” added Steve Grimes, brand art director at Casablanca.
The new flagship occupies a former bank, an early 20th-century building whose soaring 10-metre ceilings, grand arches, and classical motifs provided a natural canvas for Casablanca’s dialogue between heritage and modernity. Tajer and Grimes discovered the space more than two years ago, collaborating to transform it into a living embodiment of Casablanca’s aesthetic—preserving the building’s monumental Greek-inspired architecture while reinterpreting it through a contemporary lens.
Inside, a bespoke Void sound system underscores music as a defining part of the brand’s identity. A sculpted foot nods to the themes of movement and sport, while a striking red wall, curated antique furnishings, and clean brushed-metal details express Casablanca’s blend of craftsmanship and modern refinement. The space’s grand openness transitions into more intimate lounges, offering a seamless experience that feels both cinematic and personal.
“It’s such a huge milestone for the brand to be represented in Beverly Hills, and for me, the opportunity of a retail space offers more than just commerce: it’s also a physical manifestation of the brand, for people to come and experience the colour, the sound, the energy, the 360-degree representation,” said Grimes.
“Each store we open is about creating something timeless yet modern, with its own personality, but in our Casablanca design language and our handwriting. LA is a home for Casablanca: it’s a place for our community to enjoy our world. We wanted a place where DJs can come play and people can hang out and talk about art and design. Opening our second store here is a tribute to a place that has really shaped us,” Tajer said.
