Inside Casa Air: Casablanca’s new pop-up brings “golden age of travel” to Selfridges

To receive the Vogue Business newsletter, sign up here.

London-based luxury brand Casablanca is bringing a vintage airport inspired pop-up to Selfridges, as luxury labels invest further in conceptual retail and hospitality.

Casa Air will feature a champagne bar, serving Casablanca branded champagne, a security-style conveyor belt, airport seating and the brand’s Autumn/Winter 2022 collection. Open now until 4 September, it’s part of Selfridges Corner Shop, the experimental retail space the London department store launched in 2017.

“The collection is inspired by my hometown, Paris, and the elegance of the golden age of travel in the nineties when every single detail was carefully curated,” says Casablanca creative director, Charaf Tajer. “Selfridges have supported Casablanca ever since our first collection, so creating this capsule and space was a natural fit.”

Known for its preppy, tennis-inspired aesthetic featuring bright colours and fine silk, Casablanca ranked 18th on the Vogue Business Watchlist in February of this year, scoring above average for digital, based on search volumes and social media reach and engagement. Estimated revenues are between $50-$100 million, sources close to Casablanca told Vogue Business in March of this year. Sales doubled in 2020 and again in 2021, per the brand. Despite its 400+ stockists, Casablanca is yet to open its own store. The pop-up lets Casablanca test in-store retail, while also boosting brand awareness on London’s busiest shopping street in high tourist season.