The French word for friend is “ami.” It is also the name of one of the world’s newest and fastest-growing fashion labels that makes fashion friendly again — AMI. Founded by and named after young French designer Alexandre Mattiussi, AMI has been growing and spreading around the world. Now it has opened its first flagship store in Korea.
Southern Seoul’s trendy Garosu-gil area, in the heart of the district of Gangnam, has already become famous as a hot spot for fashion-conscious young people and has attracted many globally renowned flagship stores, such as Maison Kitsuné in 2018 and H&M’s lifestyle brand ARKET. They have recently been joined by AMI, a brand that in Korea is part of the Samsung C&T Fashion Group’s stable.
Parisian roots but global in reach
Alexandre Mattiussi worked for Dior Homme, Marc Jacobs and Givenchy before striking out on his own to found his own label AMI in 2011. Recently described by the British Evening Standard newspaper as “real clothes for real people, with an added dash of luxury,” AMI has been exciting men and women dressers the world over with its casual chic approach to fashion.
AMI already has 20 flagship stores in Paris, New York, Tokyo, London, and Beijing. In Korea ten AMI stores have opened since 2013, including an online outlet, but this is the first Korean flagship store.
At the heart of AMI’s brand identity is the heart logo that brings together the familiar heart shape with the capital A from both AMI and Alexandre Mattiussi that can be seen on many of the clothing items. Rather than limiting itself, AMI offers clothes for men and women, and jewelry for anybody who appreciates beautiful things.
Planting a flag in the heart of Garosu-gil
Spread over four floors (including one below ground) and around 430 square meters in Garosu-gil, AMI is exhibiting its Parisian sensibility combined with expert tailoring and eye-catching colors.
The basement and first floor hold the men’s ready-to-wear collection. The second floor shows off AMI’s womenswear blazers, jackets, oversized coats and dresses, as well as accessories like handbags and jewelry. On the third floor is the Heart Collection boasting the signature heart logo.
By providing a new twist to the concept of “flagship store,” AMI has created a striking visual jewel both outside and inside. The first and second floor exteriors are largely made of glass to show the architecture of the building and to draw attention from passers-by. The third floor is decorated with AMI’s heart logo. There is also a screen on the side of the store that displays images of each season’s collection, so that anyone nearby can see clearly the visual concept of AMI’s look and feel.
Alexandre Mattiussi himself created the interior look of the flagship store, ensuring that the founder’s unique eye is represented not only in the clothes, but also in the building that exhibits them. He selected materials that show individuality to create a unique atmosphere. The wooden floor’s colorful geometric pattern was formed by using two-tone panels. Travertine limestone exudes warm colors, disco ball-inspired walls and display counters express fun, and the centerpiece wooden spiral staircase adds a visual element of playfulness. Throughout the store, dark green curtains give off a luxurious ambiance.
The new AMI flagship store is a welcome addition to Garosu-gil and Gangnam and is already attracting interest from young Korean fashionistas.
AMI’s new fall winter offerings can be also seen at the SSF online store.