Amiri transforms Selfridges Corner Shop into LA-inspired beach pop-up
Luxury Los Angeles label AMIRI has taken over The Corner Shop at Selfridges London, transforming the revolving retail space into a sun-soaked escape: the AMIRI Beach Club.
Dreamt up by founder and Creative Director Mike Amiri, the immersive pop-up is an ode to West Coast cool - a love letter to sun, sand, sound and self-expression, in the heart of Oxford Street. Think raffia-lined walls, sand-textured floors, reclaimed wood details and palm trees, all anchored by speaker sculptures formed from actual sand.
This is more than a pop-up – it’s a multi-sensory brand experience designed to blur the lines between retail, music and community.
Customers can dive into the Customisation Workspace, where they’re invited to personalise AMIRI hats and footwear with studs and gems, crafting one-of-a-kind pieces. Meanwhile, in partnership with music tech pioneers Native Instruments, the in-store Sound Lab lets visitors lay their own beats using a custom AMIRI sound pack.
As no beach club is complete without a caffeine hit, visitors can recharge at the Arabica % coffee bar, which serves up matcha soft-serve and espresso beneath sea-grass parasols.
Exclusive product drops are a cornerstone of the activation. AMIRI’s newly launched eyewear collection is available as a wholesale exclusive, while the limited "AMIRI Arts & Craft" capsule features upcycled vintage t-shirts and patchworked silk aloha shirts, each piece a one-off.
Fans will also be thrilled by the return of the AMIRI x Maison Mihara Yasuhiro sneakers, reissued in the two colourways that originally sold out globally earlier this year. This marks the first time they’re available outside of AMIRI’s boutiques or Mihara Yasuhiro’s Tokyo flagship.
In a nod to its new London setting, the pop-up also debuts a fresh AMIRI LONDON logo across summer-ready pieces, including swimwear, caps, hoodies and tees. Rounding out the edit is a range of AMIRI-branded beach games, from volleyball and cornhole to beach tennis.
