In Los Angeles, the past and present remain steadily on a collision course. Every development, breakthrough, or idea that passes through the city or its inhabitants is deeply informed by the history and people who came before, forging ahead to a new future. The city’s heritage and innovation spar and combine constantly, forcing a reckoning on all who choose to stay or simply pass through. It is no surprise, then, that Casablanca, a French luxury fashion house that melds the classic with the contemporary, would decide to open its first U.S. location in Beverly Hills, in homage to the great city of LA. “The city is a living paradox,” says Charaf Tajer, founder and creative director of Casablanca.

The store itself, which sits pretty on North Canon Drive, is a study in juxtaposition. Casablanca Beverly Hills resides in a former bank, built in the early 20th century, and features high ceilings, grand arches, and classical columns reminiscent of the Ionic columns of ancient Greek civilization. Inside is a beautiful modern display, complete with a bespoke sound system by Void that immerses guests fully into the open, yet intimate atmosphere.

​At the heart of Casablanca Beverly Hills’s design is a deep reverence for sport. The house reimagines classic sportswear and après-sport styles with a refined, luxurious touch, creating a seamless blend of elegance, energy, and ease. At the center of it all stands a striking sculpture of a foot; a nod to motion itself, and a reminder of the brand’s enduring love for movement and vitality.

In a city that’s constantly moving, Casablanca fits right in. The boutique is a love letter to motion, to contradiction, to the dreamlike rhythm of Los Angeles itself. Here, luxury is alive, changing with the city’s own beating pulse. Casablanca Beverly Hills feels right at home in that tension, honoring the past while chasing what’s next—a reminder that in LA, reinvention isn’t just inevitable, it’s the whole point.