Amiri opens first ever pop-up across from Maxfield
“Luxury retail needs to be more experiential rather than just a showcase of clothing in a room," explained designer Mike Amiri explains of the unexpected space across from its regular retail home.
Unlike Maxfield's clean walls and minimalist design garment racks around the perimeter of the space, the Amiri pop-up occupies a footprint of 2,500 square feet and offers customers a more avant-garde shopping experience. Mirrors and creative lighting fill the pop up space to create a consumer journey that brings the premium product line to life on its own.
Amiri explained of the retail design, "The space is primarily black and covered in mirrors, and light projects on top of and underneath the clothing."
Amiri got its start at Maxfield 3 years ago. It is a contemporary brand that lives next to premium brands sold globally in top level luxury stores. Recently Amiri collaborated with menswear style destination and e-tailer Mr. Porter to offer a made-to-order hand painted leather jacket for just under $15,000.
Examples of the product offerings at the pop up include distressed hoodies showcasing burnouts from real bullet holes, as well as Swarovski Crystal embellished denim. Price points for Amiri's product line at the pop-up range from $225 to $11,900.
The pop-up is located at 8818 Melrose Avenue in West Hollywood. According to Maxfield, men's and women's clothing and accessories will be on offer, as well as limited edition pieces that "pay tribute to iconic LA hotspots."
It opened over the weekend of 13 May and runs through the end of June.
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