Immersive Oxford Street installation offers exclusive products and interactive experiences
Amiri has opened the Amiri Beach Club at The Corner Shop in Selfridges, London, bringing the brand’s Californian spirit to the heart of Oxford Street. Designed by founder and creative director Mike Amiri, the immersive pop-up blends beach-inspired design with exclusive product drops and interactive experiences.
The space features sand-textured flooring, reclaimed wood, raffia decor, palm trees, and sculptural speaker bezels made of sand. Designed as both retail space and creative hub, the installation includes a Customization Workspace where visitors can personalize hats and footwear with studs and gems, as well as a Sound Lab created in collaboration with Native Instruments, allowing customers to create original beats using a custom AMIRI sound pack. A % Arabica coffee bar also serves signature drinks and matcha soft-serve beneath sea-grass umbrellas.
Product offerings include a curated selection of AMIRI pieces, including the new eyewear range and limited “Amiri Arts & Craft” garments made from reworked vintage clothing. The space also sees the exclusive re-release of the sold-out Amiri x Maison Mihara Yasuhiro collaborative sneakers, marking the first time they are available outside of Amiri and Mihara Yasuhiro’s flagship locations.
To reflect the London setting, a new Amiri London logo appears across select styles including swimwear, T-shirts, and hoodies. The Beach Club also offers a line of branded beach games such as frisbees, volleyballs, and soccer balls featuring the MA Quad Monogram.
Location
400 Oxford St,
London W1A 1AB