Fresh off being named GQ’s Breakthrough Designer of the Year 2025, Mike Amiri continues to sharpen AMIRI’s global footprint and this time, the focus returns to home. The last time we spoke about the brand was in relation to its Barcelona deal, a moment that reinforced AMIRI’s expanding influence across culture, sport, and fashion. Now, that conversation shifts to Johannesburg with the unveiling of AMIRI’s refurbished flagship store at Diamond Walk, Sandton City.

To be clear: this isn’t a debut. It’s a refinement.

The refurbished Sandton City store marks a renewed investment in South Africa’s luxury landscape, reinforcing Johannesburg’s role as a key player in the African fashion market. Designed by AMIRI Founder and Creative Director Mike Amiri, the space
reflects the brand’s signature balance of Hollywood glamour and contemporary restraint.

A travertine façade opens into an interior where minimalist white oak furniture contrasts with rich velvet textures. Footwear and accessories are displayed within illuminated travertine-effect fixtures, while ivory onyx and travertine plinths introduce a sense of
permanence and craft. Neutral fabric-draped walls subtly reference classic Hollywood cinema backdrops, while plush wall-to-wall carpeting carries the AMIRI ‘MA’ Quad Monogram throughout the space.

At its centre sits a custom burl wood DJ table, a nod to AMIRI’s deep connection with music and its ongoing partnership with South African icon Black Coffee grounding the space firmly within local cultural context while maintaining global relevance. AMIRI’s refurbished Sandton store feels deliberate and considered. It speaks to continuity rather than arrival, signaling a brand that understands the importance of place, dialogue, and long-term presence. Johannesburg emerges not as a satellite market, but as a city capable of hosting luxury with confidence and character.

In refreshing the space, AMIRI isn’t chasing attention it’s reaffirming intent. And in the process, it quietly reminds us that luxury, when done well, evolves rather than announces itself.