A further expansion of its European footprint, AMIRI announces the opening of a new boutique on London’s New Bond Street – its second in Europe, and first in the United Kingdom.
The London flagship transports the essence of Hollywood to Europe, underscoring the roots and inspirations of AMIRI through rich materials, layered textures and nods to the interiors of hotels and private homes of AMIRI’s hometown. Here, these both mirror and fuse with London traditions – private clubs, deluxe townhouses, and the gentlemen’s tailoring establishments of Savile Row, only a street away from AMIRI’s new home, and kindred in spirit to AMIRI’s focus on expert tailoring and savoir-faire.
With an interior design shaped by the distinct aesthetic identity of founder and creative director Mike Amiri – a modern idea of American luxury, born in Los Angeles – the London flagship is situated across two floors, showcasing AMIRI collections for both men and women, including accessories and footwear. A cinematic feel frames the space – recalling the on-set décor of films from the golden age of Hollywood, each area is engineered with its own distinct persona, creating its own scene.
Wall treatments combine materialities: custom boiserie in pomelé wood veneer is juxtaposed with large-scale tapestry artworks, each nodding to Art Deco styles that inherently connect the histories of London and Los Angeles. Muted hues speak to a West Coast color palette that always inspires AMIRI – desert-tone neutrals in rich shades of brown and cream. Travertine marble, onyx and stone, plush upholsteries and fabric wall treatments contrast cool and warm, offering nostalgic glances to different eras of glamour as a backdrop to AMIRI collections.
Affording a feel of home, vintage and custom furnishings combine with one-of-a-kind art pieces as points of focus, punctuating the spaces with an eclectic sense of character, carefully curated. Within this space, AMIRI clothes are given a fresh context – they become characters, taking their place center stage.
