Introduction: A California Dream Expands

Founded in Los Angeles in 2014 by Mike Amiri, AMIRI has become synonymous with a distinctive blend of West Coast cool and rock ‘n’ roll edge. The recent opening of its boutique at Fashion Valley in San Diego marks the brand’s fourth location in its home state, showcasing a retail philosophy that transcends mere shopping to become an immersive brand experience.

Deconstructing the Design: A Gallery of Contrasts

This new space masterfully translates AMIRI’s identity into a three-dimensional environment, centered around a sophisticated “open gallery” concept.

• Material Dialogue: The interior tells a story through contrast. Sleek, custom oak furnishings and warm velvet upholstery in beige and chocolate tones create a foundation of organic warmth. This is elegantly offset by expansive floor-to-ceiling glass displays, which house footwear and accessories, adding a layer of modern, transparent luxury. The use of natural textures like limestone reflects the nearby Pacific shoreline, while the plush fabrics and curated contemporary artwork echo Hollywood’s timeless glamour.

• Spatial Narrative: Moving beyond a traditional store layout, the space is designed as a series of curated scenes. This approach, reminiscent of immersive film sets, encourages exploration and discovery. The strategic placement of sculptural elements, such as tall Bird of Paradise plants, and the integration of artwork alongside collections reinforce the feeling of visiting a dynamic gallery rather than a static retail outlet.

• Cohesive Brand Ecosystem: Every detail reinforces the AMIRI universe. The minimalist façade signals a curated, exclusive space, while the interior’s blend of casual Californian ease and refined Hollywood elegance directly mirrors the brand’s fashion philosophy—where impeccable craftsmanship meets effortless style.

Craft Your Brand’s Signature Space with M2 Display

AMIRI’s San Diego boutique demonstrates the power of a holistic retail design that authentically embodies brand heritage and aspirational lifestyle.

Inspired to build your own iconic retail environment? At M2 Display, we specialize in translating brand DNA into compelling, functional, and immersive physical spaces. From conceptualizing material narratives to engineering custom display solutions, we partner with you to create destinations that captivate customers and define your market presence.

[Contact M2 Display] to start designing your brand’s future.