AMIRI has opened its first standalone flagship store in the United Kingdom at 123 New Bond Street in London, marking the brand’s second location in Europe and a significant expansion of its global retail footprint. The 4,461 sq ft flagship officially opened on April 27, 2026.
Store Design and Concept
Designed by founder and creative director Mike Amiri and realized by Giorgia Longoni Studio and Two One Two Design, the two floor space transports the essence of Hollywood to Europe with a cinematic sensibility. The design blends rich materials and layered textures with distinctly London traditions, including private clubs, grand townhouses, and the tailoring establishments of Savile Row, located just a street away. Custom boiserie in pomelé wood veneer meets large scale tapestry artworks, nodding to the Art Deco styles that connect London and Los Angeles.
Interior Elements
The flagship features desert tone neutrals, travertine marble, onyx, and plush upholsteries that contrast cool and warm tones, evoking different eras of glamour reminiscent of Hollywood’s Golden Age. Vintage and custom furnishings combine with one of a kind art pieces to punctuate the space with curated character. The space showcases collections for both men and women, including accessories, positioned as characters taking center stage within the carefully designed environment.
Brand Vision
The flagship embodies Mike Amiri’s vision of modern American luxury, born in Los Angeles, with a focus on expert tailoring and savoir faire. The store reflects AMIRI’s Los Angeles roots while drawing clear influence from its London surroundings, particularly the heritage of New Bond Street and neighboring Savile Row. Each area of the store carries its own distinct persona, recalling the on set décor of Hollywood’s Golden Age.
Store Operations
The AMIRI London flagship is now open at 123 New Bond Street, operating Monday through Saturday from 10:00 AM to 7:00 PM, and Sunday from 12:00 PM to 6:00 PM. The location represents a strategic move into the UK market and solidifies the brand’s growing presence in Europe.
