CHOCK-A-BLOCK: To celebrate the opening of its 6,500-square-foot Marais flagship, Ami Paris has taken over the surrounding 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 heart logo, as well as splashing “L’Ami du quartier” branding on the popular spot’s awning, umbrellas and tablecloths.
Taiwanese-French bakery Petite Île developed a special chocolate croissant with Ami, and will wrap all of its baked goods in Ami-branded paper for the week.
Florist O’Fleurs d’Églantine had created a special bouquet and curated a selection of locally sourced plants, which will come wrapped up in Ami paper or offered up in Ami pots. The store’s canopy was also done up by Mattiussi. Local greengrocer Le Jardin des Délices will also have special Ami branding, such as 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 history and local scene, while forging links with the personalities who make the place alive,” the company said in a statement. It fits in with Mattiussi’s vision for the new flagship.
“I liked the idea of being a neighborhood store, something that is rooted in the history of the area,” he previously told WWD. “I love the idea that on Saturdays, people might grab a quick coffee at Le Progrès then check out Ami.”
The brand co-created a Where’s Waldo-style illustrated game, “L’Ami du quartier,” with artist Emilie Ettori. The game arms players with a map and sends them around the neighborhood to find the locations corresponding to nine illustrations of Mattiussi. The game is available at the Ami flagship, the participating businesses, and the news kiosk across from the boutique located at 96 Rue de Turenne.
Ami Paris also enlisted photographer Olivier Kervern to turn his documentary-style lens on the Marais. The result is the book “Chemin-Croisé,” filled with black-and-white portraits of neighborhood characters and shots of local landmarks. The 64-page book will be available at the Ami flagship, as well as the local Yvon Lambert gallery and bookshop. The latter will host an exhibit and sale of Kervern’s works from the project with exclusive prints.
To kick it all off, the brand will host a party Thursday night at the boutique. The neighborhood takeover will last until Sunday, and the photo exhibit will run until April 20.
Ami Paris takover of café Le Progrès, which also includes branding on tables.
Courtesy Ami Paris
