Amiri is expanding its European presence further with the opening of a new boutique on London’s New Bond Street – its second in Europe, and first in the UK.
The new flagship follows last year’s Selfridges pop-ups for the brand with it having operated a temporary menswear store in January and February 2025 followed by a beach-themed Corner Shop takeover in the summer.
Having now arrived just a stone’s throw from Selfridges on London’s premier luxury shopping street, we’re told the flagship “transports the essence of Hollywood to Europe, underscoring the roots and inspirations of Amiri through rich materials, layered textures and nods to the interiors of hotels and private homes of [its] hometown”.
Interestingly, those features also “both mirror and fuse with London traditions – private clubs, deluxe townhouses, and the gentlemen’s tailoring establishments of Savile Row, only a street away from Amiri’s new home, and kindred in spirit to [its] focus on expert tailoring and savoir-faire”.
The store covers two floors and includes the brand’s women’s and menswear, as well as its footwear and accessories. A “cinematic feel” feel is key and is meant to recall the on-set décor of films from the golden age of Hollywood, “each area is engineered with its own distinct persona, creating its own scene”.
The walls feature “custom boiserie in pomelé wood veneer” juxtaposed with large-scale tapestry artworks, “each nodding to Art Deco styles that inherently connect the histories of London and Los Angeles”.
And the boutique also includes plenty of one-off pieces to give each of the brand’s stores a unique feel.
Colour is muted with desert-tone neutrals in shades of brown and cream. Plus there’s travertine marble, onyx and stone, plush upholsteries and fabric wall treatments that “contrast cool and warm, offering nostalgic glances to different eras of glamour” as a backdrop to the collections.
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