During the holiday season, Alexandre Mattiussi’s fashion label, AMI, made an exciting announcement. They revealed the installation of a grand ice rink in the Cour d’Honneur in Paris. This was not just an ordinary ice rink, but rather an XXL showcase for the brand’s pop-up store located just across from it.
The AMI Ice Rink was a bold move by the Parisian brand. From December 16th to 31st, they opened an outdoor ice rink free of charge for everyone to enjoy. The 22-meter-long track was positioned in the heart of the Palais Royal in Paris and perfectly reflected the aesthetic of the brand’s winter capsule collection. The ice rink had silver, reflective surfaces, and featured the iconic heart symbol of Ami in the center. Additionally, a food service area called “Café Ami” was available for visitors to enjoy tasty treats while taking a break from skating.
In order to attend the ice rink, interested individuals simply had to sign up through a form on AMI’s official website. However, the demand was incredibly high, and within less than 24 hours of announcing the event, all the spots were already filled. This overwhelming response is a testament to the brand’s popularity and is expected to boost sales of their latest capsule collection. The strategic intention behind this installation was to attract both tourists and locals to visit the nearby pop-up store. This temporary boutique allowed customers to explore the winter capsule collection, which included approximately 30 unisex pieces in white and silver tones.
The end of the year is a crucial period for luxury brands as they strive to capture media and digital attention. AMI’s installation of the ice rink is not alone in this trend. Dior, for example, opted to install a massive Ferris wheel on the facade of Saks, creating a captivating spectacle. Burberry, on the other hand, chose to focus on Parisian department stores by creating an immersive corner display within the famous Galeries Lafayette.
Since its launch in 2010, Alexandre Mattiussi’s brand has made significant strides in the fashion industry. With a total of six stores in Europe, one in New York, eight in China, and six in Japan, AMI has established a strong global presence. Beyond their boutique locations, the label’s products are also available in over 600 retail stores worldwide.
To learn more about AMI and Alexandre Mattiussi’s label, visit their official website [link]. For those interested in exploring the Palais Royal in Paris, this [link] provides valuable information on the historical landmark and its surrounding attractions.
Note: The provided links are for visualization purposes only and do not lead to actual websites.
