AMI Alexandre Mattiussi, the renowned French fashion label, is opening its first café in Taikoo Li Sanlitun, Beijing. The permanent café follows a pop-up version in Taikoo Li Sanlitun last November.
Café AMI, which will open its doors on Sunday, will be seamlessly integrated into the brand’s newly redesigned and relocated store in the South District of Taikoo Li Sanlitun.
Inspired by the iconic Haussmann-style architecture of Paris, the café’s facade features elegant moldings and AMI’s signature black and white striped awnings. The attention to detail extends to the interior, where unmistakably Parisian touches such as rattan chairs, chic bistro tables and a striking Morris advertising pillar create an authentic Parisian ambiance.
The 1,000-square-foot (93 m2) café, located on the ground floor of the outdoor retail complex, is more than just a place to grab a cup of coffee. Visitors can indulge in a range of caffeinated beverages, seasonal mocktails and delicious desserts while immersing themselves in the AMI Alexandre Mattiussi experience.
The adjacent boutique has been completely redesigned to maximize natural light and create a bright, inviting atmosphere. Large windows, beige walls and gilded metal display systems complement the playful striped light oak flooring and showcase an extensive range of AMI products, including menswear, womenswear and accessories.
Nicolas Santi-Weil, CEO of AMI, emphasizes the brand’s commitment to bringing a piece of Paris to Beijing while maintaining its “warm, optimistic and welcoming” ethos. “By proposing something fun, something cool, not pretentious, but very refined, we want to build a bridge between France and China,” Santi-Weil explains.
The strategic move to the southern district of Taikoo Li Sanlitun is in line with AMI’s vision of catering to a younger, more vibrant clientele. To ensure a seamless experience for customers, the café will offer ordering through a dedicated WeChat Mini program, catering to the needs of the fast-paced, tech-savvy generation.
AMI Alexandre Mattiussi also continues to expand its café concept globally, with pop-ups planned for Bangkok, Los Angeles and Tokyo, where local customers can hang out and purchase AMI Alexandre Mattiussi merchandise, including branded mugs and tote bags.
