Amiri opens new standalone store in New York's SoHo

Amiri announced on Tuesday the opening of a new standalone store on Greene Street in New York's SoHo.

Created under the direction of CEO and creative director Mike Amiri, the 2,106-square-foot store borrows familiar touchpoints from the brand's Los Angeles flagship, with its own particular execution guided by the space.

A minimalist entrance welcomes visitors, inspired by SoHo’s artistic history with a gallery-like atmosphere, while inside, natural and industrial materials are at play creating an intimate and welcoming environment.

Decor accents include fluted concrete walls that draw in maximum daylight, punctuated by suspended brushed stainless-steel rails and solid wood shelving and podiums. Architects, NOCOD, worked with Interior designer Katherine Waronker, and Kamp Studio to create the hand-detailed finishings.

Products are interspersed with classic pieces of art and design curated by designer Amiri, including a commissioned, site-specific artwork by renowned LA artist Wes Lang: Blood ’38. Meanwhile, throughout, Californian flora decorate the environment, bringing a West Coast sensibility to New York City.

The flagship will also stock exclusive, limited-edition products celebrating the New York location with Amiri signatures available in new colorways reflective of the city's sporting franchises.

The Los Angeles-based designer opened his first store on Rodeo Drive in Beverly Hills, last September. Most recently, Amiri was nominated as Menswear Designer of the Year by the Council of Fashion Designers of America. Next, the brand has also revealed plans to open a store in Las Vegas in the coming weeks.

Amiri opens new standalone store in New York's SoHo

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