AMI Paris has unveiled its latest venture in Beijing‘s bustling Sanlitun district. The French fashion label has opened Café AMI, a chic eatery within its newly relocated and redesigned store in the Taikoo Li Sanlitun shopping complex.
This innovative concept marks AMI’s first foray into the hospitality sector and demonstrates the brand’s commitment to creating immersive experiences for its customers. The café, which officially opens its doors on Sunday, is strategically located in the South District of the mall, occupying a prime corner location adjacent to other luxury retailers.
The design of Café AMI pays homage to classic Parisian aesthetics, with a facade adorned with ornate moldings and the brand’s signature black and white striped awnings. The attention to detail extends to the outdoor seating area, where guests can relax in traditional rattan chairs at elegant bistro tables, evoking the ambiance of a Parisian sidewalk café.
Inside the 1,000-square-foot space, customers will find a seamless blend of retail and dining experiences. The café offers a curated selection of coffee drinks, seasonal mocktails and delicious desserts, all served in an environment that reflects AMI’s fashion ethos – sophisticated yet approachable.
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Nicolas Santi-Weil, CEO of AMI, emphasizes the café’s role in bridging French and Chinese cultures. “We are bringing a piece of Paris to Beijing,” he explains, “while maintaining the warm and welcoming spirit of our brand.” This approach fits perfectly with AMI’s overall strategy to appeal to a younger, fashion-forward clientele in China’s thriving luxury market.
The decision to relocate to the southern district of Sanlitun was a deliberate move away from the more formal luxury atmosphere of the north to a more vibrant area with higher foot traffic and youthful energy. This shift reflects AMI’s understanding of its target demographic – style-conscious individuals who appreciate quality and innovation.
To cater to the tech-savvy Chinese consumer, Café AMI has integrated a WeChat Mini program for ordering, eliminating potential wait times and improving the overall customer experience. This digital integration demonstrates AMI’s commitment to meeting the expectations of modern shoppers who value convenience and efficiency.
The cafe concept has already proven successful, with a pop-up version in Sanlitun last November serving over 20,000 cups of coffee in just one month. This enthusiastic response underscores the growing demand for unique, branded experiences in China’s luxury sector.
In addition to beverages, the adjacent boutique showcases a full range of AMI products, including men’s and women’s apparel and accessories. The store’s design emphasizes natural light and openness, with large display windows, beige walls and gilded metal fixtures that complement the brand’s aesthetic.
Le Café AMI
Sanlitun Taikoo Li, 19 Sanlitun Lu (Sanlitun)
100023 Beijing