Los Angeles–based luxury brand AMIRI celebrated the opening of its first European flagship boutique in Milan with an exclusive in-store event, followed by a private dinner and after-party. Located at the intersection of Via della Spiga and Via Sant’Andrea—one of the world’s most prestigious luxury destinations—the new store represents a symbolic milestone in the brand’s European expansion strategy.
A Fusion of Hollywood’s Golden Age and Milanese Refinement
The spatial concept of the new flagship is deeply rooted in the brand’s California heritage—particularly the aesthetics of Hollywood’s Golden Age. Evoking the elegance of classic hotels and the storied residences nestled in the Hollywood Hills, the interior blurs the line between reality and fantasy, translating AMIRI’s narrative universe into a physical environment.
The boutique unfolds across a series of distinct rooms, creating an immersive experience reminiscent of a cinematic set. Natural materials such as wood, travertine, and limestone are paired with a striking grid-patterned quartz floor. The refined architectural lines recall iconic 1920s design, establishing a dialogue between Hollywood glamour and Milanese craftsmanship.
In the footwear salon, pale green onyx walls and shelving provide a dramatic backdrop, complemented by velvet-upholstered benches. On the piano nobile, warm West Coast-inspired wallpaper and soft vintage textiles contrast elegantly with limestone and travertine shelving. The lower level houses the AMIRI Lounge, enveloping visitors in a gold-toned California palette. Beveled glass bars and tapestry art woven into wooden boiserie evoke the understated glamour of a Hollywood star’s private residence.
Vintage furnishings, Art Deco lamps, a terrazza sofa, and antique tables bridge past and present, embodying a contemporary interpretation of luxury born in Los Angeles.
The project was conceived by founder and creative director Mike Amiri and realized by Milan-based architectural studio PconP, with interior design by Giorgia Longoni Studio. Following the opening of its European headquarters earlier this year, the Milan flagship represents a key strategic hub in strengthening the brand’s presence across Europe.
Mike Amiri commented: “Opening our first boutique in Milan—and our first store in Europe—marks an exciting new chapter for AMIRI. Expanding our presence in Europe, which we already consider a second home, felt like a natural progression. What excites me most is welcoming clients into the world of AMIRI and allowing them to discover our distinctive Hollywood sensibility in a city celebrated for its timeless elegance. Milan’s tradition of craftsmanship presents an opportunity to engage a modern, global, hyper-connected audience—merging classical artistry with a contemporary rhythm.”
An Exclusive Celebration in Milan
On February 24 (local time), AMIRI hosted a celebratory in-store event to mark the flagship opening. Guests enjoyed curated candy tastings and a vintage-style photo booth inspired by old Hollywood premieres. AMIRI-branded biscuits and popcorn were served alongside specialty cocktails inspired by the iconic nights of Sunset Boulevard. An illustrator created personalized portraits of attendees, enhancing the intimate and cinematic atmosphere.
Later that evening, Mike Amiri hosted a private dinner and after-party at The Sanctuary. Music was provided by PAWSA, with notable guests including Artie 5ive, Antonio Pulvirenti, Becky G, Chiara Biasi, Clara Soccini, Didi Stone, Eva Apio, Fiammetta Cicogna, Gilda Ambrosio, and Megan Thee Stallion.
Blending Milanese sophistication with the bold, cinematic energy of Hollywood, the new flagship stands as a defining milestone in AMIRI’s global strategy. Following the establishment of its European headquarters, this latest opening represents a significant strategic step in accelerating the brand’s international expansion.
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