AMIRI HARRODS POPUP

AMIRI commissioned NOCOD Studio to design its SS20 pop-up at Harrods, translating the architectural memory of the collection’s runway presentation into a temporary retail environment. The concept drew from the repeated arches of the Musée des Arts Décoratifs in Paris, where the show had taken place.

Rather than importing the runway set literally, NOCOD reworked this formal language as a sequence of volumes that controls views and reveals the collection progressively. The pop-up became an architectural transition between fashion presentation and retail: recognisable enough to retain the energy and narrative of the show, while reorganised around discovery, product and movement through a department-store setting.

This project formed part of a broader seasonal retail program designed by NOCOD for AMIRI. Conceived in direct relation to each new collection, these temporary concepts were subsequently adapted and deployed internationally — from pop-up stores to window installations, including activations at The Webster in Miami. Each iteration acted as a retail extension of the collection’s narrative, carrying its visual language beyond the runway and into the city.

For NOCOD, temporary retail is not a reduced version of a flagship. Its shorter lifespan allows for greater visual intensity and makes it a testing ground for new expressions of the House. Pop-ups and windows can therefore operate simultaneously as retail environments, communication tools and destinations, generating visibility and desire while reinforcing the wider architectural identity developed for AMIRI.