The new boutique marks the brand’s UK debut and continues its European retail expansion
Amiri opened its first stand-alone London flagship at 123 New Bond Street, marking the brand’s debut in the UK and its second European retail location. The two-story boutique introduces the Los Angeles-based label’s retail concept to one of London’s key luxury shopping districts.
The space was designed to reflect founder and creative director Mike Amiri’s vision of American luxury, drawing on references from Hollywood interiors and blending them with elements associated with London’s heritage, including private clubs and tailoring traditions linked to nearby Savile Row. The store houses Amiri’s full range of menswear, womenswear, footwear, and accessories.
The interior design combines materials such as pomelé wood veneer, travertine marble, onyx, and stone, alongside textile wall treatments and tapestry artworks. The layout was conceived to create distinct environments within the store, with each area functioning as a separate setting, referencing cinematic staging and mid-century Hollywood aesthetics.
Furnishings include a mix of vintage and custom pieces, alongside curated artworks, reinforcing the residential approach to the retail space. The design places emphasis on texture and contrast, with a palette of neutral tones drawn from West Coast references.
The opening reflects Amiri’s continued investment in physical retail and international growth, positioning the London flagship within a broader strategy to expand its presence across key global luxury markets.
