"When my parents came to France, my mother worked as a maid, so starting and building a fashion house went against the odds. Then, five or six years ago, I said, ‘I want a corner on that street’, and everyone said it was impossible, because all the corners are taken by the biggest brands. Opening this store is a huge accomplishment for us: like I’m coming back home, but more than that, bringing something greater to Paris than how I left it. It’s a sign of progress, and goes back to our purpose, which is always to inspire people." — Charaf Tajer, founder and creative director, Casablanca

Tajer and Brand Art Director, Steve Grimes, worked closely to create a space that reflects Casablanca’s house codes and signature design language. The resulting flagship balances heritage, luxury, and modernity alongside sport, especially tennis; it fuses both classical and futuristic design codes to create a physical manifestation of a timeless story.

The centrepiece, designed as a deconstructed tennis court, is a sculptural composition of marble, velvet and high-gloss lacquered wood that pays homage to the work of one of Tajer’s favourite architects, Carlo Scarpa, and connects the ground and first floor spaces. A tiled Carrara Bianco marble mosaic floor represents ancient Greece, and contrasts a fully illuminated, ‘stretched’ light box ceiling–a reference to futurism, Japanese aesthetics, and the cinematography of Stanley Kubrick and his visionary film,2001: A Space Odyssey.

The Parisian flagship was created in partnership with London-based design firm, Counterfeit Studio, and Moroccan architect Elements Lab.