Los Angeles–based luxury brand AMIRI has opened a new flagship store on New Bond Street in London. The location marks the brand’s second store in Europe and its first in the United Kingdom, representing a significant milestone in its international expansion.
The store has been conceived as a space that reinterprets AMIRI’s Hollywood-rooted aesthetic within a European context. Drawing inspiration from the interiors of Los Angeles residences and hotels, the design also resonates with London’s tradition of private clubs and refined townhouses. In addition, its proximity to Savile Row reflects a dialogue with the city’s heritage of tailoring, aligning with the brand’s emphasis on craftsmanship.
The two-floor space reflects the vision of founder and creative director Mike Amiri. It houses full menswear and womenswear collections, alongside accessories and footwear. The interior is defined by a cinematic atmosphere, evoking the grandeur of Hollywood’s golden age film sets. Each section is designed as an individual “scene,” creating a narrative-driven retail experience.
Inside, custom pommele wood boiserie and large-scale tapestry artworks introduce elements reminiscent of Art Deco design, bridging the cultural narratives of London and Los Angeles. The color palette draws from the West Coast, featuring neutral tones such as deep browns and creams that create a warm and understated environment.
Natural materials, including travertine and onyx, are juxtaposed with soft upholstered wall finishes, producing a balance of cool and warm textures. Carefully selected vintage furniture, bespoke fixtures, and art pieces add further depth to the space, allowing AMIRI’s collections to stand out as the focal point within the environment.
This London opening underscores AMIRI’s continued push to expand its vision of “modern American luxury” on a global scale, while strengthening its presence in the European market.
AMIRI London
- Address: 123 New Bond Street, London, W1S 1DY, United Kingdom
- Opening Hours: Monday–Saturday 10:00–19:00 / Sunday 12:00–18:00
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