AMIRI Milan Flagship Store Celebration

AMIRI Milan Flagship Store Celebration, AMIRI debuts its first Milanese Boutique, and flagship European stand-alone destination.

Cementing its presence in a pivotal epicenter of fashion, AMIRI inaugurates its first boutique in Europe, in the very heart of Milan. Located on the corner of Via della Spiga and Via Sant’Andrea, the new AMIRI European flagship is a marriage of AMIRI’s California birthplace with the influence of this new European home.

The spatial design and interior architecture of the retail environments is steeped in Hollywood’s golden age –AMIRI’s heart and soul, evocative of the deluxe environs of classic hotels, or storied private residences tucked away in the majestic Hollywood Hills. Lines between reality and fantasy blur – the store evokes a cinematic stage, a fitting frame for AMIRI’s collections with nods to imagined narratives. Envisaged as a collection of individual spaces – like immersive movie sets, to explore and inhabit – each aspect of the AMIRI universe finds its own panorama. Visitors are welcomed into a space that juxtaposes natural textures of wood and travertine and limestone atop a checkered quartz floor, its sleek lines evocative of the iconic architecture of the 1920s, styles simultaneously evocative of both Hollywood and Milan.

A space devoted to the modern icons of AMIRI footwear backdrops key designs with sleek, pale green-toned onyx walls and shelves, tactile banquette seating in draped velvet. The piano nobile of the building contrasts warm wallpaper and soft, pre-loved fabrics in muted hues shaped by AMIRI’s West Coast roots, contrasted with sleek limestone and travertine shelving; the lower floor, meanwhile, becomes an AMIRI lounge, cocooning the visitor in golden California tones, while a bespoke beveled glass bar and tapestry artworks woven into wooden boiserie mirror the discreet glamour of the private residences of Hollywood stars. Throughout, vintage furniture and art objects – Art Deco lamps, Terrazza sofas, vintage tables – connect the now with then, echoes of the past contextualizing glimpses of the future. Throughout, it is a modern interpretation of luxury born in Los Angeles.

The design of this new AMIRI flagship was devised by AMIRI founder and creative director Mike Amiri – and realized by leading Milanese architectural studio PconP, with interior design by Giorgia Longoni Studio. It further cements AMIRI’s presence in the fashion capital after the opening of the brand’s European headquarters in the city earlier this year.

“Opening our first boutique in Milan, and our first space in Europe, marks an exciting new chapter for AMIRI. Expanding our presence across Europe – a place we already call our second home – feels totally natural. What excites me most is allowing customers to explore the AMIRI universe – to discover our distinctly Hollywood sensibility into a city celebrated for timeless elegance. Milan’s legacy in craftsmanship challenges us to engage today’s global, hyperconnected audience with fresh energy, bridging classic artistry with a modern rhythm.” -Mike Amir