CALIFORNIAN ESCAPE WITH AMIRI AT SELFRIDGES

From July 14 to August 2, 2025, Amiri transforms the Corner Shop at Selfridges London into a full summer pop-up called Amiri Beach Club. Designed like a California beach club in the heart of Oxford Street, the space features raffia walls, sand-textured flooring, recycled wood, palm trees, and sculptural sand installations, perfectly capturing the brand’s laid-back West Coast spirit.

This immersive experience blends fashion, music, and interactivity. Visitors can customize hats and shoes with studs or gems at the Customisation Workspace, and then create beats in the Sound Lab, a collaboration with Native Instruments, using an exclusive Amiri sound pack. There’s also an Arabica % café bar offering classic coffees and matcha soft-serve under seagrass parasols.

The product selection is rich and exclusive: Amiri’s new sunglasses line is available in-store for the first time, while the limited Arts & Craft capsule features upcycled vintage tees and silk aloha shirts. The drop also includes sneakers co-created with Maison Mihara Yasuhiro, previously only sold in Amiri boutiques or its Tokyo flagship, and a range of “AMIRI LONDON” swimwear, hoodies, and caps. Visitors can also enjoy branded beach games like cornhole, beach tennis, and volleyball, transforming Selfridges into a vibrant creative playground.