In the heart of Paris, AMI Alexandre Mattiussi has unveiled its impressive 6,500-square-foot (604 m²) flagship store in the Marais, but instead of simply opening its doors, the brand has orchestrated a creative neighborhood takeover.
The French label has partnered with local businesses to create what they’ve dubbed “L’AMI du quartier” (The Friend of the Neighborhood), transforming the Marais into a playground of brand discovery from April 10th-13th. The festivities will begin with a party at the boutique on Thursday evening, April 10th.
Walking through the streets surrounding the new boutique at 96 rue de Turenne, visitors will find unexpected AMI touches in beloved local establishments. Iconic café Le Progrès now features the brand’s signature heart logo on coasters, napkins and straws, and splashes “L’AMI du quartier” on umbrellas, tablecloths and even its awning.
At the Taiwanese-French bakery Petite Île, pastry lovers discover a special AMI chocolate croissant, and all baked goods are wrapped in custom-branded paper.
The florist O’Fleurs d’Églantine offers an exclusive AMI bouquet and curated plants in branded pots, while the greengrocer Le Jardin des Délices decorates its fresh produce with AMI stickers.
Perhaps the most delightful is the illustrated treasure hunt created in collaboration with artist Emilie Ettori. This “Where’s Waldo“-inspired game challenges participants to find nine illustrated versions of the brand’s founder, Alexandre Mattiussi, hidden around the neighborhood using a special map available at participating stores. The game is available at the AMI flagship, participating stores and the news kiosk opposite the boutique.
AMI Alexandre Mattiussi also worked with photographer Olivier Kervern to capture the essence of the Marais in his signature documentary style. The project resulted in a book called “Chemin-Croisé,” featuring striking black-and-white images of locals and iconic sites. The 64-page book will be sold at the AMI boutique and Yvon Lambert Gallery, which will also be exhibiting Kervern’s photographs, including limited-edition prints for sale. The photo exhibition will run until April 20th.
