CHOCK-A-BLOCK: To have fun the opening of its 6,500-square-foot Marais flagship, Ami Paris has taken over the encircling streets and designed a neighborhood-wide treasure hunt.
Alexandre Mattiussi’s label has partnered with café Le Progrès to design coasters, napkins and straws with its coronary heart brand, in addition to splashing “L’Ami du quartier” branding on the favored spot’s awning, umbrellas and tablecloths.
Taiwanese-French bakery Petite Île developed a particular chocolate croissant with Ami, and can wrap all of its baked items in Ami-branded paper for the week.
Florist O’Fleurs d’Églantine had created a particular bouquet and curated a choice of regionally sourced vegetation, which can come wrapped up in Ami paper or supplied up in Ami pots. The shop’s cover was additionally performed up by Mattiussi. Native greengrocer Le Jardin des Délices may even have particular Ami branding, comparable to stickers on fruit.
Ami Paris takeover of Petite Île bakery.
Courtesy Ami Paris
The neighborhood takeover was designed “as a tribute to the Marais, respecting its historical past and native scene, whereas forging hyperlinks with the personalities who make the place alive,” the corporate stated in a press release. It matches in with Mattiussi’s imaginative and prescient for the brand new flagship.
“I appreciated the thought of being a neighborhood retailer, one thing that’s rooted within the historical past of the realm,” he beforehand advised WWD. “I really like the concept on Saturdays, folks may seize a fast espresso at Le Progrès then take a look at Ami.”
The model co-created a The place’s Waldo-style illustrated recreation, “L’Ami du quartier,” with artist Emilie Ettori. The sport arms gamers with a map and sends them across the neighborhood to seek out the places akin to 9 illustrations of Mattiussi. The sport is obtainable on the Ami flagship, the taking part companies, and the information kiosk throughout from the boutique situated at 96 Rue de Turenne.
Ami Paris additionally enlisted photographer Olivier Kervern to show his documentary-style lens on the Marais. The result’s the ebook “Chemin-Croisé,” crammed with black-and-white portraits of neighborhood characters and pictures of native landmarks. The 64-page ebook might be obtainable on the Ami flagship, in addition to the native Yvon Lambert gallery and bookshop. The latter will host an exhibit and sale of Kervern’s works from the challenge with unique prints.
To kick all of it off, the model will host a celebration Thursday night time on the boutique. The neighborhood takeover will final till Sunday, and the picture exhibit will run till April 20.
Ami Paris takover of café Le Progrès, which additionally consists of branding on tables.
Courtesy Ami Paris
