The new retail space blends references to the French Riviera and the brand’s West Coast identity
Amiri opened a permanent seasonal boutique in Saint-Tropez, expanding its retail presence with a two-floor, 700-square-foot space dedicated to men’s and women’s collections. Open from May 1 through October, the boutique reflects founder and creative director Mike Amiri’s continued focus on lifestyle-driven retail environments.
The interior concept merges references to Southern California and the French Riviera, combining textured materials, muted tones, and vintage furnishings to create a residential atmosphere. On the ground floor, artisanal plaster walls and brass detailing frame bespoke tapestries created exclusively for the Saint-Tropez location, while curated vintage and pre-owned objects contribute to a sense of layered history.
Furniture selections include vintage rattan seating, antique Persian rugs, and a Japanese gold-leaf folding screen, introducing references to travel and cultural exchange. These elements are positioned alongside the brand’s collections, reinforcing Amiri’s approach to retail as an extension of its broader aesthetic narrative.
The upper floor draws more directly from the surrounding environment, incorporating rattan wall coverings, neutral carpeting, and a sun-faded palette intended to reference both the beaches of Saint-Tropez and California. The design emphasizes continuity between indoor and outdoor space, aligning with the seasonal context of the location.
The opening reflects Amiri’s continued investment in destination retail, using architecture and interior design to reinforce the brand’s positioning within the luxury lifestyle market.
