AMIRI FLAGSHIP STORE IN NEW YORK CITY
Amiri opens a new store in SoHo, the city's most iconic retail and artistic destination, and one that encapsulates the brand's core values.
October 11, 2021
The new Amiri flagship store in New York City will employ familiar touchpoints found across the brand’s Los Angeles flagship, with the differences in execution guided by the intention of always being site-specific.
In keeping with the character of the neighbourhood, a minimalist entrance welcomes visitors, retaining the building’s original white brick façade. Drawing on New York’s artistic heritage, a gallery-like atmosphere realises an intimate and welcoming environment. Inside, fluted concrete walls draw in maximum daylight, punctuated by suspended brushed stainless-steel rails and solid wood shelving and podiums – creating a subtle dialogue between natural and industrial materials. Architects, NOCOD, worked with Interior designer Katherine Waronker, and Kamp Studio to create hand-detailed finishings.
As with all Amiri locations, products are interspersed with classic pieces of art and design curated by Mike, creating a contemporary eclecticism that invites customers to feel like they are constantly discovering new aspects of the store. Throughout, Californian flora decorate the environment, bringing a West Coast sensibility to New York City. Exhibited in store is a commissioned, site-specific artwork by renowned LA artist Wes Lang: Blood ‘38.
Offering a sophisticated space for visitors to explore and enjoy, the flagship will also stock exclusive, limited-edition products celebrating the New York location: the store’s address becomes a graphic logo interspersed with Statue of Liberty iconography, while new Amiri signatures are cast in new colorways reflective of the city’s sporting franchises.
Amiri New York is designed as a space to progressively discover and to spend time in – crafting a local mindset within the Amiri world.