Mike Amiri is bringing his California sportswear brand to China. As the brand’s first international location, the Shanghai store kicks off an ambitious global retail rollout,” according to a statement. The location is important for the brand as the dynamic Chinese city and lively has a community of passionate customers.Later this month, the brand will open a flagship store in Japan.
Despite the west coast vibes and eastern outpost, Mike Amiri enlisted Parisian design studio Nocod to bring the brand’s aesthetic to the brand’s Chinese fans. This is good news for Chinese luxury tourism buyers and brands. in fact, all non-essential Chinese travel has been suspended since the pandemic. It is not expected to return to 2019 levels until at least the second quarter of 2023, according to a report on OliverWyman.com.
With over 6,200 square feet and two levels to explore, buyers will immerse themselves in the world of Amiri. Iconic for the brand, the interior blends natural and industrial vibes using stainless steel overhead rails and marble accents and wooden shelving. Several mirrors reflect the natural light streaming in from outside.
One of the hallmarks of an Amiri store is the artwork of the local creative community, and Shanghai is no different. Here, the designer has teamed up with local artist Li Zhongshi whose expressive paintings dot the space in tandem with Amiri’s multi-dimensional craftsmanship. The brand sees the store as a blank canvas for talent and a form of payback 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 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 once housed the JC Mandarin Hotel. The minimalist limestone frame organically complements the geometric glass structure of the building.
The store will offer the full range of men’s and women’s ready-to-wear collections, accessories, shoes and leather goods. An exclusive Shanghai capsule collection based on Amiri’s iconic silhouettes is reimagined in deep navy blue.
Operating a store in China means that a brand understands the early adoption of digital customer base by the Chinese consumer. The physical and social worlds collide with Amiri spanning the local online channels of Weibo, WeChat and Mike Amiri on RED.
These platforms offer customers the ability to interact, unlock exclusive content and experiences, and share them with their communities. A recently launched dedicated WeChat mini program enables purchases directly from the social media channel. Additionally, AMIRI is stored on Tmall, another vital platform for the Chinese e-commerce market.