Amiri has unveiled a new flagship in SoHo, relocating across Greene Street to a larger space that reflects founder Mike Amiri’s vision of connecting the brand’s Los Angeles heritage with New York’s cultural identity
Amiri opened a new flagship store in New York City’s SoHo, relocating just across Greene Street from its original location, which debuted in 2021. The new 5,254-square-foot flagship was conceived by founder and creative director Mike Amiri and represents the brand’s latest investment in its physical retail network, bringing together the aesthetics of Los Angeles and Manhattan within a single architectural concept.
Designed to reflect the openness of California homes alongside the cinematic qualities of Hollywood, the store unfolds through a series of interconnected spaces that balance public and private environments. The interior serves as the setting for Amiri’s men’s and women’s collections, using carefully selected materials and vintage-inspired furnishings to create a residential atmosphere rather than a conventional retail environment.
The design palette draws on desert-inspired tones through green and honey onyx, warm woods, and specially commissioned textiles. Art Deco influences reference both Hollywood’s Golden Age and New York’s Jazz Age, with custom pomelé wood boiserie, bespoke lighting by 6:AM Glassworks, and original artworks by artist Chidy Wayne integrated throughout the space. Historic architectural columns remain central to the layout, creating distinct zones while wood parquet flooring and curated vintage furnishings reinforce the concept of the flagship as an extension of the Amiri home.
The relocation marks another step in Amiri’s continued retail evolution, expanding the scale and experience of its New York presence while reinforcing the brand’s positioning through immersive environments that blend fashion, design, and contemporary art. As luxury brands continue to invest in flagship destinations, the new SoHo store underscores the growing importance of physical retail as a vehicle for expressing brand identity and deepening customer engagement.
