The Los Angeles brand blends Hollywood glamour with Milanese craftsmanship in its new flagship
Amiri has opened its first European boutique, establishing a significant foothold in Milan at the corner of Via della Spiga and Via Sant’Andrea. The new flagship blends the brand’s California origins with the cultural and architectural influence of its adopted European home.
Designed by founder and creative director Mike Amiri in collaboration with Milanese architecture studio PconP, the boutique draws heavily from Hollywood’s golden age. The interiors evoke the atmosphere of classic hotels and private hillside residences, creating a cinematic environment where Amiri’s collections are presented as if on a series of immersive film sets. Natural materials including wood, travertine, limestone and checkered quartz define the space, with design cues that reference both 1920s California and Milanese elegance.
The store unfolds as a sequence of distinct environments. A dedicated footwear area is framed by pale green onyx walls, velvet seating and sculptural shelving, while the piano nobile blends warm wallpapers and soft, weathered textiles inspired by Amiri’s West Coast roots with refined stone surfaces. The lower floor serves as an intimate lounge rendered in golden Californian tones, complete with a custom beveled-glass bar and tapestry artworks integrated into wooden boiserie. Vintage furniture and art pieces — including Art Deco lighting, Terrazza sofas and mid-century tables — create a dialogue between past and present, reinforcing the brand’s contemporary interpretation of Los Angeles luxury.
The opening follows the establishment of Amiri’s European headquarters in Milan earlier this year, underscoring the brand’s growing international footprint.
“Opening our first boutique in Milan, and our first space in Europe, marks an exciting new chapter for Amiri,” said Mike Amiri.
Expanding our presence across Europe feels natural. What excites me most is allowing customers to explore the Amiri universe — to share our distinctly Hollywood sensibility in a city renowned for timeless elegance. Milan’s legacy in craftsmanship challenges us to bridge classic artistry with a modern rhythm.”
