Amiri debuts first European flagship in Milan

Amiri has opened its first boutique in Europe, a flagship in the heart of Milan. Located at Via della Spiga 18, on the corner with Via Sant’Andrea, the new Amiri European flagship is designed to blend its California heritage with the influence of its new European home. 

 
The store evokes a cinematic mood, a suitable setting for Amiri’s California-style collections. Seeing as the space is built with a series of individual areas- akin to immersive movie sets. 
 
The flagship design was devised by Amiri founder and creative director Mike Amiri and realised by leading Milanese architectural studio PconP. It further cements Amiri’s presence in the Milan after the opening of the brand’s European headquarters in the Italian fashion capital earlier this year.

“Opening our first boutique in Milan, and our first space in Europe, marks an exciting new chapter for Amiri,” said the founder designer in a release.
 
It’s a retail space that juxtaposes natural textures of wood, travertine, and limestone atop a chequered quartz floor, melding iconic 1920s architecture styles that are simultaneously evocative of both Hollywood and Milan.
 
Founded in 2014 by Mike Amiri, a Beverly Hills High School graduate, the Amiri brand began specialising in stage outfits for musicians in California, before developing its first capsule collection.

 
By 2018, Amiri began staging runway shows during the Paris menswear season. One year later, Renzo Rosso’s OTB took a minority stake in the LA brand. 
 
The Milan flagship’s designs are sleek- pale, green-toned onyx walls and shelves, tactile banquette seating in draped velvet. On the main piano nobile, warm wallpaper and soft, pre-loved fabrics in muted hues hint at Amiri’s West Coast roots.
 
On the lower floor, there’s a cocoon-like Amiri lounge, with bespoke bevelled glass bar and tapestry artworks woven into wooden boiserie mirror. Think the discreet glamour of the private residences of Hollywood stars. While Art Deco lamps, Terrazza sofas, and vintage tables riff a fresh interpretation of luxury, Los Angeles like.
 
“Expanding our presence across Europe– a place we already call our second home– feels totally natural,” enthused Mike Amiri. “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.”