The exterior of the new Amiri store in Shanghai.
Mike Amiri is bringing his California-cool brand of sportswear to China. As the brand’s debut international location, the Shanghai store is the kickoff of an ambitious global retail roll-out,” according to a release. The location is significant to the brand as the vibrant, bustling Chinese city has a passionate customer community. Up next later this month the brand will open a flagship in Japan.
Despite the West Coast vibes and the Eastern outpost, Mike Amiri recruited Parisian design studio Nocod to bring the brand’s aesthetic to Chinese fans of the brand. That’s good news for shoppers and brand alike as Chinese luxury tourism; in fact, any non-essential travel by the Chinese has been shelved since the pandemic. It’s not expected to return to 2019 levels until at least the second quarter of 2023, according to a report on OliverWyman.com.
With over 6200 square feet and two levels to explore, shoppers will immerse themselves into the world of Amiri. Iconic to the brand, the interior blends natural and industrial moods using suspended stainless-steel rails and touches of marble and wood display shelving. Multiple mirrors reflect the natural light that pours in from outside.
Inside the new Amiri store designed by Nucod Paris
A hallmark of an Amiri store is artwork from the local creative community, and Shanghai is no different. Here the designer partnered with local artist Li Zhongshi whose expressive paintings pepper the space in tandem with Amiri’s multi-dimensional craft. The brand sees the store as a blank canvas for talents and a form of repayment to the loyal Amiri community.
Lounge spaces with bespoke modernist furniture Californian plants—think Split-leaf Philodendron, Dracaena, Calathea, for example, and shag rugs. A custom-made pool table is unique to the store and available for purchase.
The store is an impressive monolith on Shanghai’s Iconic West Ninjang Road and is located inside the JC Plaza, which formerly houses the JC Mandarin Hotel. The minimalist limestone framework organically complements the building’s geometric glass structure.
The store will stock the full range of Men’s and Women’s ready-to-wear collections, accessories, footwear, and leather goods. An exclusive Shanghai capsule collection based on signature Amiri silhouettes is reimagined in deep navy blue.
Operating a store in China means a brand understands the Chinese consumer’s early adoption of digital clienteling. Physical and social worlds collide with Amiri expanding into local online channels of Weibo, WeChat and Mike Amiri on RED.
These platforms offer customers the opportunity to interact, unlock exclusive content and experiences and share them with their communities. A newly launched dedicated WeChat Mini Program allows purchases directly from the social media channel. Additionally, AMIRI is stocked on Tmall, another vital platform for China’s E-commerce market.
