Samsung C&T 'Ami' Opens First Domestic Flagship Store on Garosugil

French Brand Ami Opens First Flagship Store in Korea on Garosugil
Approximately 130 Pyeong Across 4 Floors

[Asia Economy Reporter Eunmo Koo] Samsung C&T Fashion Division announced on the 14th that it has opened the first domestic flagship store of the French designer brand ‘AMI’.

AMI operates about 20 flagship stores in cities such as Paris, New York, Tokyo, London, and Beijing, and has over 500 stores worldwide. In particular, since launching its domestic business in 2013, it has operated 10 online and offline stores, but this is the first time it has opened a flagship store.

AMI established its Garosu-gil flagship store in Sinsa-dong, Gangnam-gu, Seoul, with an area of 431.33㎡ (approximately 130 pyeong). The store consists of four floors and showcases the 2022 Fall/Winter (F/W) season collection products, the brand’s signature ‘Heart Logo’ items, as well as menswear, womenswear, and accessories.

The basement level 1 and ground floor are dedicated to the menswear collection, including ready-to-wear and accessories. Representative items include refined tailoring and vibrant color collections revealed at this F/W season’s fashion show, based on Parisian sensibility. The clean fit and high-quality materials make it easy to match with various outfits, allowing for sophisticated styling not only in daily life but also on special occasions.

The second floor houses AMI’s womenswear collection. It features various items such as body-conscious silhouette dresses, sophisticated blazers, jackets with voluminous shapes, and coats. Additionally, an accessory line including bags and jewelry that complete the AMI look is also available.

The third floor is filled with AMI’s signature Heart collection. Visitors can find oversized heart collections, tone-on-tone hearts with subtly revealed logos, and classic-sized heart collections. The selection has been expanded to include highly versatile classic short-sleeve T-shirts, cotton shirts, knit cardigans, crew necks, and turtleneck knits. Furthermore, the AMI Paris France logo featuring the newly updated AMI Heart has also been introduced.

Meanwhile, AMI applied a new retail store concept to the Garosu-gil flagship store. The first and second floors are designed with floor-to-ceiling glass that reveals AMI’s architectural elements, capturing attention from the outside. The upper part features a gray-toned exterior wall decorated with the brand’s heart logo symbol on the front, and a screen on the side displays AMI’s seasonal visuals, allowing visitors to explore the season’s concept.

Moreover, bold use of distinctive materials creates a unique interior atmosphere. The two-tone wooden floor panels display a repeated vibrant geometric pattern. A wooden spiral staircase connecting from basement level 1 to the third floor, and showcases made of warm-toned travertine and mirrors reminiscent of disco balls can only be experienced at the Garosu-gil flagship store. The mirrors, applied in tile form on the walls, create a unique effect. The spiral staircase serves as the center of the entire building while providing visual interest. Dark green fabric curtains spread throughout the store complete the luxurious atmosphere. The attractive design, harmonizing various materials reflected in the interior, was undertaken by AMI’s founder and creative director, Alexandre Mattiussi.

A Samsung C&T official said, “As Garosu-gil is regaining its status as a fashion sanctuary with the influx of new luxury, lifestyle, and sports brands such as AMI and Maison Kitsun?, we will provide differentiated brand experiences to domestic and international customers through the AMI flagship store where they can experience the brand with all their senses.”

This content was produced with the assistance of AI translation services.