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The Parisian streetwear brand led by Alexandre Mattiussi now explores the intersection between fashion and food in three pop-up cafés that expand the brand experience and even elevate it to new heights.
Ami is taking Parisian sophistication to Beijing, Shanghai and Chengdu in three new spaces that follow in the footsteps of other brands such as Burberry, Chanel and Jacquemus, which in previous chapters of fashion history opened their own gastronomic universes, albeit ephemeral.
The Parisian brand turns Le Café Ami into ‘a unique experience, in exceptional surroundings, [the pop-up café is] tailor-made for Chinese friends and customers’, it said in a statement.
The Beijing pop-up is located in the South Plaza of the Sanlitun Taikoo Li shopping complex, and evokes the aura of a traditional Parisian Haussmanian-style building adorned with Parisian bistro chairs, elegant cylindrical columns and lanterns. There, customers can relax and sip drinks from mugs stamped with the iconic Ami logo.
Meanwhile, the ground floor showcases Ami’s AW23/24 collection, which encompasses men’s and women’s ready-to-wear and accessories.
Ami has also collaborated with local cafés in Shanghai and Chengdu to translate Ami’s vision, wrapping them in Ami’s codes and identity. In Shanghai, the Parisian brand teamed up with Sunset +a:b café to transform its already cosy atmosphere into an Ami-style ambience, complete with black and white striped umbrellas and exclusive Ami stationery products.
The firm also partnered with Chengdu’s Invisi café, located near Taikoo Li, following a similar design philosophy as the rest of the collection of cafés that will remain open until 8 December.
