A Curated Selection of Native Instruments Sounds and Beats.
Selfridges is turning up the volume this summer, transforming its iconic Oxford Street store into a vibrant hub of musical exploration with “Summer of Sound.” A standout feature of this season-long celebration is an exclusive partnership with Los Angeles-based luxury brand AMIRI, offering a unique, hands-on music-making experience.
As part of the broader “Summer of Sound” initiative, which promises unmissable merch, unexpected experiences, and moments made for fans, AMIRI is setting up shop in The Corner Shop. This dedicated “AMIRI Beach Club” isn’t just about fashion; it’s an immersive brand experience, complete with a bespoke “Sound Lab” designed for aspiring beatmakers and seasoned musicians alike.
From July 17th to August 2nd, every Thursday and Saturday, visitors can participate in music-making workshops guided by professional producers. Utilising Native Instruments’ Maschine+ drum machine and sampler, attendees will delve into the fundamentals of beat-making with an exclusive, limited-edition AMIRI Sounds Expansion pack – a curated selection of unique sounds and beats reflecting AMIRI’s signature aesthetic. The best part? Guests will leave with their own original track saved on a commemorative AMIRI x Native Instruments USB stick, plus a gift card redeemable on AMIRI products purchased on the day.
The AMIRI Beach Club will include a selection of pieces including swimwear, t-shirts, baseball caps and hooded sweatshirts from the new AMIRI LONDON logo collection. Originally released in early 2025, Limited edition AMIRI X MAISON MIHARA YASUHIRO collaborative sneakers will be available at the Beach Club in dual colour ways and to top it off a customisation station will also be available on site for customers to personalise their purchases.
Check out the images below.
PHOTO CREDIT: AMIRI
