Amiri turns Selfridges Corner Shop into a beach, with sun, sounds, exclusives and coffee bar
It has transformed the prime retail site into the Amiri Beach Club, a 'unique and one-off brand experience within a custom-designed environment'. This has launched with 'exclusive experiences and a specially curated product selection. An expression of Amiri's signature aesthetic, it's an escape to the beach at the very centre of the urban buzz of London's Oxford Street'.
Thought up and designed by the label's creative director Mike Amiri, we're told it brings 'the brands' carefree beach-side spirit and passion for music to the heart of London'.
So it's no surprise that there's a 'playful selection of beach games' available there — cornhole, soccer ball, beach tennis, frisbee and volleyball.
That music point is key too given the overarching Summer of Sound music theme running throughout Selfridges' UK branches at present.
In Amiri's version, as well as The Corner Shop's beach theme seeing the space reimagined with raffia, sand texture floors, reclaimed wood and palm trees, there are speaker bezels 'playfully sculpted from sand' that also form 'arresting installations'.
The brand has also focused on its community, 'reinventing the space as creative destination through several experiential touchpoints'. Central to this is its Customisation Workspace, 'allowing each client to express their own personalised creativity by adding studding and gems to hats and footwear, making every piece one-of-a-kind and tailored to every individual'.
And linking the personalisation idea further to the department store's music theme, a Sound Lab, created in a link-up with music tech company Native Instruments 'allows customers to invent their own beats using a custom Amiri sound pack live in-store'. A '% Arabica' coffee bar within the pop-up offers the brand's classic coffee offering and matcha soft-serve for purchase, each beneath sea-grass umbrellas.
Coffee bars are increasingly becoming must-haves in higher-end stores as the Represent opening in Soho at the weekend showed.
Of course, the Amiri label's product is key and includes the still-new eyewear collection with the signature Hollywood, Mulholland, Sunset and Venice styles presented as a wholesale exclusive. There's also a 'unique selection' of pieces – dubbed 'Amiri Arts & Craft' – 'one-offs, created from upcycled and reimagined vintage items, in the form of printed T-shirts and patchworked silk aloha shirts, in limited-edition runs'.
Another exclusive to the store is a relaunch of the globally sold-out, limited edition Amiri x Maison Mihara Yasuhiro collab sneakers. Reissued in the dual colourways after their original release in early 2025. This is the first time the pieces are available outside of the French brand's stores and the Japanese label's Tokyo flagship.
A new Amiri London logo is also featured across a selection of pieces, including swimwear, tees, baseballs caps, and hoodies.
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