Located at 96 rue de Turenne, the new AMI space spans over 600 square meters and brings together men’s and women’s ready-to-wear and accessories. Designed by Studio KO architects Olivier Marty and Karl Fournier, in close collaboration with Mattiussi, the boutique reflects the brand’s distinct aesthetic.

To celebrate the opening, the Parisian label is launching a neighborhood-wide activation from April 8 to 13, teaming up with four beloved Marais spots.

Starting at Le Progrès, the iconic café-bistro is covered in AMI’s signature stripes, appearing across custom coasters, napkins, straws, awnings, and tablecloths. The bistro also hosts “L’AMI du quartier,” a playful map-based game designed to help visitors rediscover the neighborhood.

Courtesy of AMI

Next, at Petite Île, a French-Taiwanese artisan bakery, croissants and pain au chocolat are wrapped in silk paper created by AMI for the occasion, complete with a limited-edition version of the classic pain au chocolat.

Courtesy of AMI

Across the street, eco-conscious florist O’Fleurs d’Églantine offers spring bouquets arranged in AMI pots, wrapped in silk paper, and displayed beneath a floral canopy designed by the brand.

Courtesy of AMI

Lastly, at Le Jardin des Délices, the local greengrocer brings AMI’s visual identity into its produce displays with a limited collection of packaging designed exclusively for the collaboration.

Courtesy of AMI

To further mark the moment, AMI is presenting Chemin-Croisé, a 64-page photography book by Olivier Kervern. Known for his documentary approach, Kervern captures 30 black-and-white portraits and still lifes that reflect the essence of the Marais, its people, its landmarks, and its atmosphere.

Courtesy of AMI

The book is available starting April 12 at the new AMI store and from April 11 at Yvon Lambert Bookshop, which also hosts the accompanying exhibition, L’AMI du quartier, running from April 12 to 20.

Adding a playful touch to the project, AMI has collaborated with illustrator Émilie Ettori and Studio Artera to create a neighborhood game featuring nine hidden characters to spot across a stylized map of the Marais. The game comes with every purchase made in Paris boutiques or online at amiparis.com, and is also available at partner stores in the area.