Amiri unveils first UK store on London’s New Bond Street

Luxury Los Angeles-based brand Amiri has opened a 4,461 sq ft flagship store at 123 New Bond Street in London.

Now selling both its men’s and women’s collections, it marks the brand’s first store in the UK and second in Europe, following an opening in Milan last year.

With an interior design shaped by the distinct aesthetic identity of founder and Creative Director Mike Amiri, the new London store, which spans two floors, has “a cinematic feel” - recalling the on-set décor of films from the golden age of Hollywood.

Wall treatments combine materials, with custom boiserie in pomelé wood veneer juxtaposed with large-scale tapestry artworks, each nodding to Art Deco styles.

Muted hues speak to a West Coast colour palette that always inspires Amiri - with desert-tone neutrals in rich shades of brown and cream.

Upholsteries and fabric wall treatments “contrast cool and warm”, offering nostalgic homage to different eras of Hollywood glamour, as well as to the interiors of hotels and private homes in Los Angeles.

The design both mirrors and fuses with London traditions such as private clubs, deluxe townhouses and the gentlemen’s tailoring establishments of Savile Row, only a street away from Amiri’s new home, and is described as “a kindred spirit to Amiri’s focus on expert tailoring and savoir-faire”.

Additionally, vintage and custom furnishings combine with "one-of-a-kind" art pieces as points of focus, punctuating the spaces with an eclectic sense of character, carefully curated. Within the space, Amiri’s clothes are given a fresh context and “become characters - taking their place centre stage”.

Earlier this year, Amiri announced a new partnership with Barcelona FC as its official formalwear partner. The brand also dresses actors including Ryan Gosling, Jeff Goldblum and Barry Keoghan, among others.

The new standalone store follows Amiri’s takeover of The Corner Shop at Selfridges in London last summer, with an LA beach-inspired pop-up.