A Hollywood-Infused Retail Experience Lands in the Heart of Via della Spiga
AMIRI has officially opened its first European boutique, selecting Milan’s Via della Spiga as the home for its new flagship. The store marks a significant step for the Los Angeles–born brand, blending its California roots with the architectural heritage of Milan’s fashion district. Designed by founder and creative director Mike Amiri in collaboration with PconP and Giorgia Longoni Studio, the space draws heavily from Hollywood’s golden age, referencing classic hotels and private hillside residences through travertine, limestone, warm woods, and a checkered quartz floor inspired by 1920s design.
Structured as a series of cinematic “sets,” the boutique guides visitors through distinct universes of the brand, from a pale green onyx–lined footwear gallery to a lounge level wrapped in soft California tones and anchored by a bespoke beveled-glass bar. Vintage furniture, Art Deco lighting, and tapestry-clad boiserie tie the past to the present, offering a modern interpretation of Los Angeles luxury within Milan’s refined context. “Opening our first boutique in Milan, and our first space in Europe, marks an exciting new chapter for AMIRI,” said Mike Amiri. “What excites me most is allowing customers to explore the AMIRI universe – to discover our distinctly Hollywood sensibility into a city celebrated for timeless elegance.” The opening follows the establishment of the brand’s European headquarters in Milan earlier this year, reinforcing its commitment to expanding in the region.
