EXCLUSIVE: Paris Trip Among the Surprises Hidden in Ami Paris Digital Mystery Boxes

SECRET SANTA: If all you want for Christmas is an all-expenses-paid trip to Paris to see the upcoming Ami Paris show in January, you could be in luck.

It is one of the perks up for grabs in the digital mystery boxes the Parisian brand is releasing Friday.

This is the latest move in the label’s strategy of playful and innovative experiences straddling the physical and digital worlds, according to chief executive officer Nicolas Santi-Weil.

“We are willing to engage more toward digital natives, an increasingly strategic and loyal audience,” he told WWD, calling the project “a unique approach to the holiday spirit” and a “celebration of a new luxury vision [filled with] generosity.”

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Recent initiatives have included a recreation of Montmartre on gaming platform Zepeto and treasure hunts in Paris and London that had players search for miniature 3D-printed “Paris-Paris” purses — and potentially win a real one.

In a nod to creative director Alexandre Mattiussi’s lucky number, 999 mystery boxes are available online until Dec. 24 on a dedicated section of the Ami Paris website. Priced at 250 euros, they can be purchased from any country except for China.

The package includes exclusive digital content and access to the brand’s online private sales in March and September, but on Dec. 25, each recipient will find out what else comes with their box.

Among the surprise items, all valued at 250 euros or more, are the “Paris-Paris” purse, a signature boxy blouson, and items from this year’s holiday capsule.

There are also experiences, including a meeting with Mattiussi; an in-store shopping spree, and two tickets to the fall 2024 show in Paris, with transport and accommodation picked up by the brand for those who live outside the city.

For those preferring a sure bet, the 26-piece seasonal capsule in tones of white and silver is also dropping on Friday. It includes gloves, a backpack, silver or white down puffer jackets, and knit alpaca Ami de Cœur garments with the brand’s logo zhuzhed up in silver thread.

Priced between 140 euros for a cap and up to 1,300 euros for a puffer, the holiday capsule is available from the brand’s website as well as its physical retail network.

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