Ami Paris Opens Grand Brussels Flagship Embracing Belgian Charm and Holiday Cheer

Ami Paris continues to solidify its presence across Europe with the grand unveiling of its inaugural flagship boutique in Belgium. The highly anticipated opening took place on November 7th at 5 Place du Grand Sablon, Brussels, marking a significant milestone in the brand's strategic expansion. This new location contributes to Ami Paris's impressive global footprint, which now encompasses 124 points of sale worldwide, including 13 in France and 12 dedicated Parisian boutiques.

Spanning an expansive 190 square metres, the Brussels flagship is thoughtfully divided into two distinct areas: one showcasing the brand's sophisticated men’s and women’s ready-to-wear collections, and the other dedicated to its curated range of accessories. True to the house's core ethos, the store's design concept mirrors that of other Ami Paris boutiques, embodying an intimate, timeless, and romantic Parisian spirit. Drawing inspiration from the Marais flagship and founder Alexandre Mattiussi’s passion for design, the interior features a harmonious blend of beige tones, warm oak finishes, elegant mirrors, and antique furniture. Notably, the boutique is set within a former antiques shop, and Ami Paris has respectfully preserved its period fireplaces and original layout, creating a unique synthesis of understated modernity and reverence for local heritage.

To celebrate this momentous opening, Ami Paris has cultivated exclusive local partnerships. From December 2nd to 8th, the brand is collaborating with Elizabeth, Brussels’ renowned chocolatier, offering an exclusive tasting experience. Customers can indulge in nine exquisite chocolates, each inspired by the world of Ami Paris, while the Elizabeth boutique itself will be adorned in the brand’s distinctive colours. Further engaging with the city, Ami Paris has partnered with several beloved Brussels cafés—Costermans Café, Café Capitale, Le Café du Sablon, and Café Janson—where patrons can savour coffee paired with Ami Paris chocolates, some of which secretly conceal special invitations to claim exclusive gifts at the new flagship boutique.

Adding to the festive season's excitement, Ami Paris recently unveiled its "Ami Holidays" collection on November 12th. Designed by Alexandre Mattiussi and beautifully photographed by Sean Thomas, this special collection celebrates the warmth of conviviality and cherished family memories. Its tender campaign draws inspiration from a whimsical house sketched by children, reflecting a sense of innocent joy and togetherness. For the first time ever, the collection introduces a limited-edition wardrobe for the youngest members of the family, featuring Ami Paris essentials in comfortable knitwear and jersey, allowing them to share in the brand's language of style and comfort.

The entire Ami Holidays collection is now available globally across the extensive Ami Paris boutique network and can also be explored and purchased directly on the brand’s official website. This period of expansion and celebratory launches underscores Ami Paris's ongoing commitment to enriching its customer experience and broadening its reach, while consistently upholding its unique Parisian charm and sophisticated aesthetic.