Casablanca‘s Paris boutique opening signals more than a retail expansion and underscores the brand’s ambition to solidify its cultural and commercial footprint in one of the world’s most historically significant fashion capitals.

The three-level boutique, designed with Steve Grimes, London-based Counterfeit Studio, and Morocco’s Elements Lab, reflects the brand’s recurring themes of sport, cinema, and cultural duality. Its design references range from the classical—arched niches, Haussmannian limestone, and Carrara marble mosaics—to the cinematic and speculative, such as a Kubrick-inspired lightbox ceiling and a sculptural tennis court that binds the store’s two upper floors.

The aesthetic interplay of old and new, luxury and sport, Paris and Casablanca, is deliberate. The lower level is wrapped in plush green carpet that climbs walls and curves across transparent display cases, designed as both retail fixtures and collectible art. On the ground floor, a palette of rich red, green, and blue interrupts the neutral architecture, offering a visual articulation of the brand’s DNA: bold yet refined, heritage-conscious yet forward-looking.

The flagship follows seven years of steady brand growth, largely defined by Casablanca’s distinctive blend of Mediterranean leisurewear, graphic storytelling, and aspirational positioning. With its retail debut, the brand transitions from being digitally native and stockist-driven to establishing a direct-to-consumer, immersive environment.