Amiri announces a new pop-up location in Johannesburg, the LA brand’s second physical presence in the South African city. Located inside Diamond Walk, the luxury wing of the Sandton City mall, the space interprets Amiri’s quintessentially Californian notions of luxury and lifestyle utilizing local materials and craftsmanship.
Conceived by Creative Director and Founder, Mike Amiri and his in-house team in collaboration with design partner Blackline, the space is conceptualized as an innovative, modernist environment, synchronizing Amiri’s core touchstones of art, music, fashion and design.
Translating a West Coast sensibility, the interior is characterized by geometric lines, natural materials and a minimalist, free-flowing layout, decorated with sculptural marble podiums, artistic furniture, Californian flora and a signature checkerboard carpeted floor. Solid wood dressing rooms create intimate, warm spaces, while Johannesburg’s rich tradition of artisan weaving inspires white oak seating areas upholstered in tactile, woven fabrics carefully sourced from locations including Paris and California. Unique to the store, Amiri’s MA motif becomes a large white plaster statue, symbolizing the spirit of California for the world.
