Amiri opens boutique in Tokyo fashion district Minami-Aoyama
Amiri has opened a new Tokyo store, situated in the city’s iconic fashion district, Minami-Aoyama, in the latest international expansion by the Los Angeles brand.
Mike Amiri, the house’s CEO and creative director, called on Parisian design studio Nocod to develop the store concept, which blends Amiri’s at-ease West Coast spirit and Tokyo’s more avant garde architectural spirit.
The Tokyo opening strengthens the brand’s presence in Asia, coming after a Shanghai flagship – the brand’s first international opening. The store rollout is part of an ambitious global retail expansion in part funded by Renzo Rosso’s OTB Group, which acquired a significant minority stake in Amiri in June 2019. Rosso’s operating company Staff international also acts as licensee, and guides distribution in new markets. In January, Amiri opened its fourth US store in the Miami Design District.
“Tokyo itself is a city that perfectly aligns with Amiri’s ethos and spirit: home to the world’s most iconic brands alongside a fervent DIY community of artists and collectives bypassing the traditional routes and carving their own niche,” the brand said in a release.
The store’s bottom floor is entirely glass-fronted, blurring the distinction between inside and out, while above, a unique 'floating' base envelops the second floor in site-specific black plaster.
Spread across two floors and 155 square-meters, the space translates Mike Amiri’s design codes in a gallery-like environment. White concrete walls are punctuated by suspended rails in brushed chrome as marble accents represent nature’s opulence. Oak podiums and artisanal checkerboard rugs provide additional warmth to curated seating areas, defined by sourced furniture, low daybeds and sculptural tables.
The Minami-Aoyama boutique also boasts commissioned artwork by friend of the brand, US artist Wes Lang, whose work decorates many Amiri flagships and who worked alongside Mike Amiri on the brand’s art-driven Autumn-Winter 2022 collection.
The debut Japanese boutique offers a full range of men’s and women’s ready-to-wear collections, accessories, footwear and leather goods, as well as an exclusive Tokyo capsule collection, reimagining Amiri’s signature bones stack motif in the red and white of Japan's national flag across hoodies, tees, sweats, swim trunks and a trucker hat.
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