Watch out Paris, there’s a youthquake rattling one of the city’s oldest shopping streets.

Casablanca has opened its first stand-alone store at 62 Rue du Faubourg Saint-Honoré, and is shaking up the neighborhood with a colorful, youthful energy and interiors inspired by ancient Greece, Japan and the game of tennis.

The store is located across from the British embassy and its retail neighbors include Comme des Garçons and Hermès.

“It’s the old-school end of the street, and that’s part of the reason why we chose the location. We wanted a true luxury address for one of the youngest luxury brands,” said Frederick Lukoff, Casablanca’s chief executive officer.

Casablanca was founded in 2018, and 85 percent of Casablanca customers are under the age of 32, according to Lukoff.

“It’s very much a Gen Z brand, and they like that it offers a positive take on the world, and a beautiful escapism. They see it as ‘their’ luxury brand, not the brand of their parents or the generations that came before. There’s a sense of ownership, and the community is strong and diverse. That really resonates with Gen Z,” Lukoff added.

Those Gen Z style mavens aren’t afraid to spend. Lukoff said sales in 2024 were more than $50 million, and this year they’re set to be in excess of $70 million. Lukoff described the growth as “healthy,” with bestsellers including silk shirts, jersey T-shirts, swimsuits and beachwear.

Revenue is growing in the double-digits, while e-commerce is seeing triple-digit growth, according to Lukoff.

The core of the business is ready-to-wear, with silk shirts costing just under $1,000, and jersey T-shirts around $300. Lukoff said the next frontier is bags and shoes.

The new Paris store, which opened softly on Thursday, spans nearly 5,000 square feet over three levels. The centerpiece is a “deconstructed” tennis court made from marble, velvet and high-gloss lacquered wood that connects the ground and first-floor spaces. It is an homage to the work of one of Tajer’s favorite architects, Carlo Scarpa.

A tiled Carrara marble mosaic floor nods to ancient Greece, and contrasts with a fully illuminated, “stretched” lightbox ceiling, a reference to futurism, Japanese aesthetics, and the cinematography of Stanley Kubrick and his 1968 film, “2001: A Space Odyssey.”

There are arched niches and wall moldings around the floor perimeter, and a mix of traditional Parisian design elements. The color palette takes in vibrant blue, red and green.

On the lower ground floor, a plush green carpet is the main design feature. It covers the walls and shelving and complements transparent units that serve both as functional product displays and arty installations.

Lukoff described it as a “happy luxury store” that reflects the brand values.

Casablanca isn’t stopping with Paris. As reported, a Beverly Hills store is set to open in mid-August. Lukoff said the interiors will be different, “but it will be infused with the same values.” The brand is hoping to open further stores in cities including New York, Miami, London, Milan and Dubai.

Wholesale will continue to be an important part of the business, he added. The brand has around 300 stockists worldwide, including Selfridges, Harrods, Galeries Lafayette and Saks.

As reported, Lukoff joined the company two years ago and has been working alongside the founder and creative director Charaf Tajer, who has made no secret of his intention to turn Casablanca into a full-scale lifestyle label.

Past tie-ups include luggage with Globe-Trotter, handbags with Bulgari, and collaborations with Caviar Kaspia and Coachella. Casablanca is a past winner of the LVMH Prize and has also been a finalist for the International Woolmark Prize and ANDAM Fashion Award.

Lukoff was previously CEO of Scotch & Soda, the Amsterdam-based fashion brand, and before that served as president and CEO of Stella McCartney for a decade when the company was part-owned by Kering.

Lukoff was an ally of McCartney’s, supporting her efforts in sustainable sourcing, manufacturing and distribution.

Prior to Stella McCartney, Lukoff held senior roles at Lanvin, Paco Rabanne and Courrèges. He began his career at Apple and Cisco Systems.

He said that during his two years at Casablanca, he’s been putting in a more professional structure, building the management teams “and adding some experience to the youthful energy” of the brand.

He said it’s exciting to work with such a young and diverse group of employees. “When I first arrived there were 62 people here from 45 nationalities,” said Lukoff, who has since expanded the team to just over 140 people.