The new boutique and showroom deepen the brand’s connection to one of Paris’ most historic fashion districts
Ami Paris is expanding its presence in the French capital with the opening of a new flagship boutique and showroom at Place des Victoires, one of the city’s most historic and architecturally distinctive squares. Opening on June 12, the new address marks a significant step in the brand’s continued investment in its Parisian roots.
Located in the heart of the circular plaza, the new space reflects the blend of heritage, culture, and everyday life that has long defined Place des Victoires. The neighborhood, known for its cafés, antique galleries, and fashion history, aligns closely with the values championed by founder and creative director Alexandre Mattiussi, whose vision of Paris combines elegance with accessibility and authenticity.
Spanning 184 square meters on the ground floor, the boutique is divided into two complementary areas: a main retail space and a dedicated accessories section designed with flexibility in mind. The interiors juxtapose industrial architectural elements with a warm residential atmosphere. Concrete walls and exposed ceilings are softened by light hardwood flooring, dark oak furnishings, oversized sofas, and ambient lighting, creating a setting that feels closer to a private apartment than a traditional luxury store.
Throughout the boutique, visitors will encounter vintage furniture and photography personally selected by Mattiussi, reinforcing the intimate character of the space. Ochre-yellow curtains, Mallet-Stevens chairs, and an emerald green marble service counter contribute to a design language that balances contemporary minimalism with eclectic Parisian charm.
Above the store, a 143-square-meter showroom serves as an extension of the retail experience while strengthening ties with the brand’s wider creative community. Positioned opposite Ami Paris’ existing headquarters, the showroom functions as a gathering place for collaborators, friends of the house, and industry partners, further establishing Place des Victoires as a focal point for the brand.
The opening will also serve as the launch platform for a preview of Ami Paris’ Fall-Winter 2026 collection. In a move designed to bring customers closer to the runway, the assortment available in-store will be directly drawn from the show’s looks, offering a more immediate connection between presentation and retail. To commemorate the occasion, Ami Paris will release an exclusive T-shirt available only at the Place des Victoires location.
With the opening, Ami Paris continues to reinforce its identity as a distinctly Parisian brand, creating a space that brings together fashion, culture, and community while deepening its presence in the city it calls home.
