AMIRI Debuts Its First Milanese Boutique, a Flagship European Destination
Cementing its presence in a pivotal epicenter of fashion, AMIRI has inaugurated its first boutique in Europe, planting its flag in the very heart of Milan. Located at the prestigious corner of Via della Spiga and Via Sant’Andrea, this new flagship stand-alone destination marks a significant milestone for the Los Angeles-born brand, representing a deliberate fusion of its Californian soul with the timeless elegance of its new Italian home.
The spatial design and interior architecture, conceived by AMIRI founder and creative director Mike Amiri and realized by the leading Milanese architectural studio PconP, are steeped in the glamour of Hollywood’s golden age. The boutique is envisioned not merely as a store, but as a series of immersive movie sets—a cinematic stage where lines between reality and fantasy elegantly blur.
Visitors are welcomed into an environment that juxtaposes the natural textures of wood, travertine, and limestone atop a sleek checkered quartz floor, its lines evocative of the iconic architecture of the 1920s—a style that resonates with the heritage of both Hollywood and Milan.
The journey through the AMIRI universe unfolds across a collection of individual spaces, each with its own narrative. A dedicated area for the brand’s modern footwear icons features sleek, pale green-toned onyx walls and shelves, complemented by tactile banquette seating in draped velvet. The piano nobile of the building contrasts warm wallpaper and soft, pre-loved fabrics in muted hues—a nod to AMIRI’s West Coast roots—with sleek limestone and travertine shelving.
Descending to the lower floor, the space transforms into an intimate AMIRI lounge, cocooning visitors in golden California tones. Here, a bespoke beveled glass bar and tapestry artworks woven into wooden boiserie mirror the discreet glamour of private residences nestled in the Hollywood Hills. Throughout the boutique, carefully curated vintage furniture and art objects—from Art Deco lamps to Terrazza sofas—connect the present with the past, offering echoes of bygone eras that contextualize glimpses of the future.
“Opening our first boutique in Milan, and our first space in Europe, marks an exciting new chapter for AMIRI,” said Mike Amiri. “Expanding our presence across Europe—a place we already call our second home—feels totally natural. What excites me most is allowing customers to explore the AMIRI universe—to discover our distinctly Hollywood sensibility in a city celebrated for timeless elegance. Milan’s legacy in craftsmanship challenges us to engage today’s global, hyperconnected audience with fresh energy, bridging classic artistry with a modern rhythm.”
This flagship opening further cements AMIRI's commitment to Milan, following the establishment of its European headquarters in the city earlier this year. It stands as a testament to the brand's evolution and its confident stride onto the global stage, offering a modern interpretation of luxury born in Los Angeles and now flourishing in Italy.
