Since Sequoia Capital China took control of AMI two years ago, the Parisian fashion brand has undergone significant upgrades in both collections and global retail expansion. With a focus on the Far East and particularly China, AMI’s latest venture targets a affluent demographic, combining luxury appeal with its inherent French charm. Amidst a series of stores and shop-in-shops across China, AMI shifts its attention back to Beijing, unveiling a unique concept—Le Café AMI.
Positioned in the southern section of Sanlitun Taikoo Li, a preferred shopping destination for the city’s affluent youth, Le Café AMI stands as a global first—a pop-up café and shop. Housed in a two-storey pavilion with Hausmannian-style architecture, the venue features French outdoor terrace furnishings, striped awnings, and iconic Morris advertising columns reminiscent of Parisian aesthetics.
This strategic move showcases AMI’s commitment to capturing the attention of young discerning shoppers in Beijing, offering them a taste of French elegance and an exclusive shopping experience.
Photo Credit: AMI
