Amiri Opens Its First European Flagship Boutique in Milan
Luxury fashion brand Amiri has officially opened its inaugural European boutique, establishing a prominent flagship store in the vibrant heart of Milan. Located at Via della Spiga 18, strategically positioned on the corner with Via Sant’Andrea, this new Amiri European flagship is meticulously designed to harmoniously intertwine the brand's distinctive California heritage with the sophisticated influences of its new European home.
The store's interior evokes a distinct cinematic mood, crafting a fitting backdrop for Amiri's signature California-style collections. This atmosphere is achieved through a series of individual, immersive areas, each akin to a meticulously designed movie set. The visionary design for the flagship was conceived by Amiri founder and creative director Mike Amiri, and brought to life by the renowned Milanese architectural studio PconP. This significant retail opening further solidifies Amiri's growing presence in Milan, following the establishment 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,” stated founder and designer Mike Amiri in an official release. The retail space masterfully juxtaposes the natural textures of wood, travertine, and limestone against a striking chequered quartz floor. This blend intricately weaves together iconic 1920s architectural styles that simultaneously conjure images of classic Hollywood glamour and timeless Milanese elegance.
The Milan flagship’s design language is notably sleek, featuring pale, green-toned onyx walls and shelves that exude understated luxury. Tactile banquette seating, draped in plush velvet, invites comfort and style. On the main piano nobile, warm wallpaper and soft, pre-loved fabrics in muted hues subtly nod to Amiri’s authentic West Coast roots, adding a layer of intimate familiarity to the sophisticated environment.
Venturing to the lower floor, visitors discover a cocoon-like Amiri lounge, designed for exclusive experiences. This private space boasts a bespoke bevelled glass bar and intricate tapestry artworks thoughtfully woven into wooden boiserie mirrors, creating an ambiance reminiscent of the discreet glamour found in the private residences of Hollywood stars. Art Deco lamps, iconic Terrazza sofas, and carefully curated vintage tables collectively offer a fresh, contemporary interpretation of luxury, distinctly echoing the refined spirit of Los Angeles.
Founded in 2014 by Mike Amiri, a graduate of Beverly Hills High School, the Amiri brand initially specialized in crafting bespoke stage outfits for musicians across California, before evolving to develop its first comprehensive capsule collection. By 2018, Amiri had ascended to staging prestigious runway shows during the Paris menswear season. A year later, the brand garnered significant investment when Renzo Rosso’s OTB acquired a minority stake in the burgeoning LA-based label.
“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 within a city celebrated for its timeless elegance. Milan’s enduring legacy in craftsmanship challenges us to engage today’s global, hyperconnected audience with fresh energy, effectively bridging classic artistry with a modern rhythm."
