AMI Paris launches AMI Mailboxes

For the festive season, AMI Paris is launching an innovative initiative that integrates technology with the world of fashion. AMI Mailboxes are surprise virtual postcards.

Following on from the success of its Mystery Boxes, AMI Paris is once again exploring the world of Web3 with a fun, immersive experience. From December 4 to 18, users can purchase a virtual postcard, available via one of AMI’s 9 online mailboxes. For 250 euros, each card promises an exclusive surprise delivered before Christmas.

Unique experiences

Among the surprise gifts, AMI Paris has revealed some prestigious examples: ready-to-wear pieces, lifestyle accessories, and unique experiences. Prizes include an invitation for two to the AMI Autumn-Winter 2025 fashion show, or a shopping spree worth 3,000 euros. This approach is based on the growing craze for unique experiences in the world of luxury.

Customer loyalty and engagement with Web3

The operation is part of the F.AMI.LY program, an enriched loyalty account introduced with Mystery Boxes. The project, conceived in collaboration with consulting firm Doors3, illustrates how Web3 can reinvent customer engagement strategies. According to Karen Jouve, CEO of Doors3, this initiative aims to “demonstrate the contribution of Web3 in building a brand’s positioning with new generations”.

A trend adopted by the major houses

AMI Paris is part of a trend in luxury goods towards interactive digital tools. Louis Vuitton, for example, recently launched a collaborative puzzle game on Discord. With AMI Mailboxes, AMI Paris proves once again that technological innovation can enrich the customer experience and appeal to the younger generation.

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