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tans are as equally likely to find high-fashion labels as trendy fashion designers here. "With the designers we are currently carrying, the next logical step was to be in the best possible location", says Tina Flögel, Amicis Women Store Manager. And the Arash Daie team have certainly managed that. Haute Couture Architecture
Architect Denis Kosutic was contracted for shop design as he had already taken over the design on the other Amicis shops. Under the motto "The Butterfly Effect" Kosutic translated opposites such as hardness and fragility as well as transparency and semi-transparency into the shop design. The draft of the "passionate perfectionists" as Tina Flögel describes the architects, transports an atmosphere of "easy luxury" over the two floors and draws its inspiration from the delicate beauty of the butterfly. The result? Feminine nude and pastel shades meet masculine steel elements, design statements
to immediately catch the eye are between the glass-encased silk lace and hand-made Murano glass chandeliers. Individual Service
A few houses further on, in Amicis Men Store, no fragile butterfly gave its inspiration for the design, in its place is an expressive dragon. For the motto "Dragon Luxury" Denis Kosutic selected opulent carpets with Chinese designs, solid, angular wooden shelves and steel display cases in which to put the creations of Acne, Brioni and Co. But who actually decides what should be offered to the fashion-savvy Viennese? "The selection of designer brands and pieces we carry in our stores isn't determined by the price point, but by the trained eyes of our buyers who put their trend-sure skills to the test every season", says Toni Bajrami, Amicis Men Store Manager. "No distinction is made between a 60 euro T-shirt and a 10,000 euro leather jacket as both pieces are equally selected as the IT-piece of the season." But even though male fashion victims can buy trend pieces at a small price at Amicis, the current best-selling labels of Tom Ford and Bottege Veneta are luxurious, timeless classics. The relationship Toni Bajrami builds with his customers is especially important to him as a friendly relationship usually evolves from this. As a result, the instinct as to what a customer would enjoy comes almost automatically. "The close relationship
They know what their customers want: Toni Bajrami, Tina Flögel and Amicis Women Chief Buyer Daniel Marker.
to the customers and their trust in us is reflected during their shopping experience: Certain items are exclusively purchased for our regular customers", says Bajrami.
Amicis Men: Striking design concept for high-end men's fashion.
Amicis Women Tuchlauben 14, 1010 Vienna/ Austria. Opening: November 2012. Owner: Arash Daie. Staff: 9. Retail space: 500 sqm. Labels: Alexander McQueen, Alexander Wang, Antonio Berardi, Balenciaga, Balmain, Burberry Prorsum, Chloé, Giambattista Valli, Givenchy, Helmut Lang, Isabel Marant, Jil Sander, Jimmy Choo, Maison Michel, Peter Pilotto, Stella McCartney, Tom Ford, Zac Posen. Amicis men Tuchlauben 4, 1010 Vienna/Austria. Opening: November 2011. Owner: Arash Daie. Staff: 5. Retail space: 250 sqm. Labels: Alexander McQueen, Alexander Wang, Balenciaga, Balmain, Bottega Veneta, Brioni, Kiton, Burberry Prorsum, Dior Homme, Dsquared, Givenchy, Lanvin, Tom Ford, YSL (Saint Laurent Paris).
213 style in progress