Alexandre Mattiussi’s French luxury brand is pulling out all the stops by bringing a typical Parisian atmosphere to Beijing, Shanghai and Chengdu, with a pop-up store and three ephemeral cafés. Having only just opened their doors, these spaces will remain open until December 8.

The label has pulled out all the stops in Beijing, reproducing a miniature Haussmann-style building in the modern commercial district of Taikoo Li Sanlitun, with its dressed stonework, wrought-iron balconies and zinc roof. Not to mention the discreetly lit windows of the maids’ rooms under the roof. The décor is complete with Parisian cobblestones and the Morris column with its large posters displaying the brand’s latest creations. You’d think you were there!

The space, stamped with the brand’s logo and even a blue street sign edged in green, typical of the capital, reading “Le Café Ami”, houses a boutique and a café. The latter houses Alexandre Mattiussi’s women’s and men’s ready-to-wear and accessories collections for Autumn:Winter 2023/24, while on the other side of the building is a typical Parisian bistro with large striped blinds, rattan chairs and pedestal tables, where customers can stop for a drink in logo cups, which are also on sale.

The brand is extending the bistro concept to two other Chinese cities, this time through partnerships with two well-known coffee shops, SUNSET +a:b in Shanghai and Invisi in Chengdu. Transformed into Café Ami for the occasion, they sell various gadgets and accessories in the brand’s colours.

The Asian market, where it has around forty shops, has become increasingly important for Ami Paris, particularly since 2021, when Shanghai-based venture capital firm Sequoia Capital China became a majority shareholder. Notably, the French fashion house has nearly 17 shops in China, where it opened its very first single-brand outlet in 2016.