paris: ami store opening

© ami / photography: yann deret

fashion designer alexandre mattiussi's initial launch in the fashion business may not have been a lucky one, but he quickly learned how to play the game and his second attempt proved to be so successful he now has a cult following across the planet who swear by his brand ami's classic yet easy-going style. and mattiussi's success is also very much reflected by his endeavours in the retail arena. after opening his first store in the marais district in paris, the designer has crossed the seine river to plant a flag in st.-germain. the location was once home to an antique shop known for its abundance of rare objects, and as such it became particularly popular among the city's discerning fashion circles.

architecture practice studio ko was enlisted to designed the shop interior. the original wooden parquet flooring has been retained and enhanced with a trompe l’oeil black + white tile effect. the sales counter resembles a neighbourhood bar, rendered in green marble and stained oak, and adds a welcoming edge to the premises. the ceiling and walls literally show rough edges, although the latter are somewhat glammed up by mirror panels that that optically increase the size of the compact retail space. shiny clothing racks that dangle from the ceiling add warm touch to the palette. a series of portraits of old men, all wearing red hats, adorn the walls in the back of the store. the new ami store carries the brand's full range of men's apparel, accessories and shoes. location: 22 rue de grenelle [st.-germain].

© ami / photography: yann deret