AMI Alexandre Mattiussi is making waves this summer with an exciting collaboration at Galeries Lafayette, just in time for the Olympic festivities in Paris. The French fashion brand, known for its chic and effortless style, has teamed up with the iconic department store to create a series of pop-up shops and a rooftop terrace.
“They contacted us to say, let’s do something crazy during the Olympics,” said AMI CEO Nicolas Santi-Weil. “And that’s what we love to do – to surprise a client, to surprise a partner, and to surprise ourselves.”
The activations, dubbed “La Plage AMI,” will kick off Wednesday and run throughout the summer until September 2nd. Visitors will be greeted by three street-level windows showcasing the brand’s summer capsule collection and Spring/Summer 2024 line. The capsule will be available in three key locations throughout the store, ensuring that both men and women can experience the AMI aesthetic.
The rooftop takeover will be the highlight of the collaboration, bringing beach vibes to the heart of Paris. Colorful huts inspired by the charming seaside town of Deauville will dot the terrace, while striped deck chairs invite guests to relax and take in the breathtaking views of the Eiffel Tower and the newly renovated Opera Garnier. Chef Julien Sebbag will be on hand to serve delicious crepes, while an ice cream stand and selfie space will complete the summer experience.
The capsule collection itself is a celebration of French pride, featuring the tricolors and stripes of the national flag on beach-ready items such as t-shirts, shorts, windbreakers, beach towels, tote bags and socks. AMI’s signature heart icon adds a playful touch to the designs. The brand has also brought back its historic logo – the A, M, I – which hasn’t been used in years, for a nostalgic twist on hoodies and baseball caps.
For tourists flocking to Paris for the Olympics, AMI Alexandre Mattiussi has created a range of lifestyle items that make perfect souvenirs. Branded water bottles, card games, petanque sets and Mölkky bowling sets allow visitors to take home a piece of the AMI experience. “We are a friend. You will always remember you were there,” said Santi-Weil.
As the Olympic spirit descends on Paris, AMI Alexandre Mattiussi and Galeries Lafayette have created a summer oasis that captures the essence of French style and joie de vivre.
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