Amiri, the luxury brand hailing from Los Angeles, has recently unveiled its latest retail venture at South Coast Plaza. This marks a significant expansion within its home state of California, complementing its flagship store on Rodeo Drive. Store design and concept Designed under the creative direction of Mike Amiri in collaboration with American architectural design firm Two One Two Design, the new South Coast Plaza store spans an expansive 3,000 square feet. The store’s exterior features a striking iceberg-blue marble façade, immediately signaling luxury and sophistication. Inside, the ambiance is defined by a harmonious interplay of natural tones, white oak furnishings, and vibrant onyx accents. Velvet and mohair textures, along with hand-woven checkered blue rugs, adorn the interior, set against travertine finish white plaster walls. This aesthetic backdrop not only enhances the shopping experience but also serves as a canvas for showcasing Amiri’s collections, which include men’s and women’s ready-to-wear, kidswear, footwear, and accessories. Exclusive offerings and cultural integration Among the exclusive offerings at the South Coast Plaza store are limited-edition glitter colorways of Amiri’s iconic Skel Top Low and Micro Bag MA, catering to discerning fashion aficionados. Beyond fashion, the boutique operates as an ‘open gallery’ space, bridging the realms of fashion and culture. Curated objects and artworks personally selected by Mike Amiri enrich the environment, featuring bespoke pieces such as a custom artwork from Jason Revok’s Instrument Frame Drag series and a handcrafted wood wall piece by contemporary artist Oksana Schön. Founded by Mike Amiri in 2014, the brand has not only solidified its presence across the United States but also expanded internationally with stores in Tokyo, Shanghai, and Dubai.
