While some brands open a flagship to make a bold statement, Ami Paris’ newest store is all about blending into its surroundings. “I liked the idea of being a neighborhood shop, something deeply rooted in the area’s history,” said creative director and founder Alexandre Mattiussi ahead of the opening. “It’s next to a café, beside a restaurant, in a real neighborhood with schools, pharmacies, and bakeries.”

For Mattiussi, the store isn’t meant to be a destination but rather a natural stop during a stroll through the Marais. “I love the idea that on a Saturday, people might grab a quick coffee at Le Progrès and then drop by Ami,” he said. “Suddenly, we become part of someone’s everyday life.”

That said, the 6,500-square-foot space at 96 Rue de Turenne is hard to miss. Set in a prominent corner building at the crossroads of bustling shopping streets, it’s only a five-minute walk from Ami’s first store on Boulevard Beaumarchais, which opened in 2012. As the brand’s largest location to date, the new store reflects the remarkable growth of the 13-year-old label while staying true to its core mission: offering effortlessly stylish, well-crafted clothing for real people.