AMIRI FLAGSHIPSTORE NEW YORK

NOCOD Studio designed AMIRI’s SoHo flagship as the next step in the architectural retail vocabulary developed with Mike Amiri. Following Las Vegas, New York showed that the language could remain recognisable while adapting to a radically different urban building and retail context.

Here, NOCOD pushed the idea of the store as a gallery beyond a simple minimalist backdrop. A display system was developed around complete looks rather than isolated product categories: footwear anchors compositions at low level, rails carry the silhouette above, and shelves combine accessories with art objects and books selected by Mike Amiri. Vintage furniture adds another register, making each composition read as a fragment of the House’s wider cultural world.

The architecture stays deliberately clear and bright, giving this layered merchandising enough space to breathe. New York therefore became an important part of the AMIRI system: not just a material vocabulary, but a way of choreographing product, art, furniture and culture so that the visitor understands the brand quickly while still having reasons to stay and discover more.