Amiri has officially opened its first store in Europe, located in the heart of Milan at the intersection of Via della Spiga and Via Sant’Andrea. This marks a significant milestone for the brand, founded by designer Mike Amiri in 2014, as it continues to expand its global footprint. The new flagship store is designed to reflect both the luxurious aesthetic of Hollywood and the rich cultural heritage of Italy.
The interior of the Milan boutique is reminiscent of classic luxury hotels and private residences in the Hollywood Hills, creating a unique shopping experience reminiscent of a film set. The design incorporates natural textures such as wood, travertine, and limestone, set against a checkered quartz floor that nods to 1920s architecture. Footwear is prominently displayed on pale green-toned onyx walls, while tactile banquette seating in draped velvet enhances the atmosphere.
Design and Retail Experience
Amiri’s flagship store features a blend of vintage and contemporary design elements, including a bespoke beveled glass bar and tapestry artworks integrated into wooden boiseries on the lower floor. The use of muted hues in wallpaper and soft fabrics contrasts with sleek limestone and travertine shelving, creating an inviting environment for shoppers. Vintage furniture and Art Deco pieces, such as lamps and sofas, add character to the space.
This opening marks Amiri’s 30th store worldwide, following the brand’s debut flagship on Rodeo Drive in 2020. The decision to establish a presence in Milan aligns with the city’s status as a key fashion destination and a hub for the brand’s manufacturing. According to Amiri, the location signifies the brand’s position in the global luxury landscape.
In an exclusive interview with WWD, Mike Amiri expressed his excitement about the opening, stating, “Milan is a key fashion destination—not just for us, but for the world. Opening this space here is a clear statement of where Amiri stands in the global luxury landscape.” He highlighted the intersection of culture and fashion that Milan represents, noting that the store embodies a dynamic blend of American West Coast influences and Italian craftsmanship.
Future Expansion and Brand Vision
Amiri emphasized that the brand’s retail spaces serve more than just commercial purposes; they are immersive environments that tell a story. He noted, “These spaces are almost like set pieces, or stages to help us convey our brand narrative.” This flagship store is designed to provide visitors with a sense of openness while allowing for discovery within the Amiri universe.
The brand has achieved significant growth over the past year, with plans for continued expansion. Currently, Amiri operates approximately 150 luxury accounts across nearly 400 points of sale globally. The brand’s bestsellers include a diverse range of categories, with a strong emphasis on tailoring and accessories, particularly footwear and women’s bags.
Amiri’s long-term vision extends beyond mere commercial success. He is committed to nurturing young talent and supporting the next generation of designers through initiatives like the Amiri Prize. “My ambition isn’t just about business growth; it’s about legacy,” he stated. “I want to build something that resonates beyond fashion and lasts.”
The Milan flagship represents not only a new chapter in Amiri’s retail journey but also a commitment to authenticity and creativity in every aspect of the brand. As the luxury market continues to evolve, Amiri aims to remain at the forefront by creating spaces that inspire and reflect the values that have shaped his vision.
