AMIRI opens its Milan flagship with a cinematic, immersive world that blends California cool with Milanese elegance. Film-set-style rooms, rich materials, vintage furniture, and sculptural details create a luxury universe where storytelling leads the experience. More than a store, it’s a destination that defines the future of experiential retail—textured, emotional, and culturally resonant.

AMIRI transforms Selfridges’ Corner Shop into the AMIRI Beach Club — an immersive brand world blending fashion, music, and community. With customisation zones, a sound lab, exclusive drops, and beach-inspired design, this pop-up reimagines retail as a creative playground. From studded hats to reissued collab sneakers, and a matcha soft-serve café, AMIRI delivers a multi-sensory summer escape in the heart of London. Retail theatre, redefined.