BIENVENUE À BRUXELLES: AMI PARIS OPENS ITS FIRST BELGIAN FLAGSHIP IN BRUSSELS
words by PHOEBE GIBSON-DOUGALL
In an exciting expansion of its European retail network, Ami Paris has opened the doors of its first Belgian flagship—located at 5 Place du Grand Sablon, in Brussels. The brand’s new Brussels address boasts all the label’s spoils, spread generously over 190 square meters. Divided into two spaces, the store carries men’s and women’s collections on one side, while the other is dedicated to accessories.
image courtesy of AMI PARIS
Like the brand’s numerous other locations, the boutique features Ami Paris’ store concept and resonates with the DNA of the House: intimate, timeless, romantic. The brand’s Parisian spirit is reflected throughout the space; the chosen materials were carefully selected to mirror the Marais’ flagship store in Paris: soft beige tones, punctual touches of oak wood and mirrors. The antique furniture gives the space a vintage atmosphere, while emphasizing Alexandre Mattiussi’s passion for design.
The store’s sober modernity directly contrasts the antiquaire essence of its host building, but in an effort to preserve the space’s original character the period fireplaces and layout of adjoining rooms has been retained. A fitting tribute to the spirit of the space that is representative of the brand’s commitment to respecting Brussels’ history and local scene.
images courtesy of AMI PARIS
To celebrate Ami Paris’ arrival in Belgium, the brand is curating an exclusive tasting experience with Elisabeth, a renowned local chocolate shop, from December 2nd to December 8th. For the occasion, nine unique chocolates will take inspiration from the brand’s aesthetic, from Alexandre Mattiussi’s favourite number to the signature black and white stripes. Elisabeth’s boutique, located near the new store, will be taken over by the Ami Paris’ stripes and hand-painted Ami de Coeur, the heart-crowned A, the signature symbol of the brand.
During this period, Ami Paris is also partnering with local cafés around the city, who will serve coffee with branded chocolates, some of them hiding invitations to the new boutique for special gifts; among them, Costermans Café, Capitale, Le Café du Sablon, and Café Janson.
For a selection of delicious treats—of both the edible and inedible persuasion—be sure to stop by the new boutique at 5 Place du Grand Sablon, Brussels, to say bonjour.
images courtesy of AMI PARIS
