The prestigious brand Amiri has made a significant milestone by launching its first European boutique right in the heart of Milan. Situated at Via della Spiga 18, at the intersection with Via Sant’Andrea, this flagship store aims to harmoniously integrate the brand’s California roots with the distinctive vibe of its new European location.
The boutique offers a cinematic atmosphere that perfectly complements Amiri’s uniquely Californian collections. The layout of the store is thoughtfully designed with a series of distinct areas, reminiscent of immersive movie sets, creating an engaging shopping experience.
This flagship store’s design was conceptualized by Mike Amiri, the brand’s founder and creative director, and brought to life by the esteemed Milanese architectural firm PconP. This opening further reinforces Amiri’s footprint in Milan, especially following the establishment of its European headquarters in this renowned fashion capital earlier this year.
“The debut of our first boutique in Milan and our initial venture into Europe signifies an exhilarating chapter for Amiri,” remarked Mike Amiri in an official statement.
The retail space harmonizes natural elements such as wood, travertine, and limestone atop a chequered quartz floor, creating a dialogue between the iconic architecture of the 1920s that evokes both Hollywood and Milan’s rich design landscape.
Founded in 2014 by Mike Amiri, a Beverly Hills High School alumnus, the brand began by crafting stage outfits for musicians in California before expanding into its first capsule collection.
By 2018, Amiri had begun to stage runway shows during Paris Men’s Fashion Week. A year later, the brand received a boost when Renzo Rosso’s OTB acquired a minority stake in the Los Angeles-based label.
The design elements of the Milan flagship are refined, showcasing pale, green-toned onyx walls and shelves, complemented by tactile velvet banquette seating. On the primary level, warm wall coverings and softly aged fabrics in muted tones resonate with Amiri’s West Coast origins.
The lower level features an intimate Amiri lounge, adorned with a bespoke beveled glass bar and intricate tapestry art integrated into wooden boiseries. This area evokes the understated luxury characteristic of Hollywood’s private residences. Additionally, Art Deco lamps, Terrazza sofas, and carefully curated vintage tables provide a modern twist on classic elegance, reminiscent of the Los Angeles lifestyle.
“Establishing our presence across Europe—a region we already consider our second home—feels entirely organic,” Mike Amiri expressed with enthusiasm. “What excites me most is offering customers the chance to delve into the Amiri universe, blending our distinct Hollywood flair with a city renowned for its timeless sophistication. Milan’s heritage in craftsmanship inspires us to engage today’s globally connected audience with renewed vigor, merging traditional artistry with a contemporary edge.”
