Casablanca has officially opened its doors in Beverly Hills.

The Paris-born luxury label, founded by Charaf Tajer in 2018, unveils a 5,400-square-foot space — including 3,700 square feet of front-of-house — that embodies the blend of classic architecture and modern energy the brand is known for.

“L.A. is an important city for me,” said Tajer. “I’m inspired by the place, by the different subcultures that it has to offer. It feels very cinematic for me. You cannot understand L.A. until you come to L.A.”

The city’s layered creative scene made Beverly Hills the natural choice for Casablanca’s American debut, following the opening of its first store in Paris earlier this year, he said.

“We wanted to make a statement for our first store in the U.S.,” added Tajer, who regularly visits L.

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