Welcome to the new Balthazar — for a month, anyway.
Ami Paris has revealed a month-long makeover of the famed French brasserie in New York’s SoHo neighborhood. Live now from Feb. 11 to March 11, the collaboration finds “Parisian flair” sprinkled with “the spirited energy of Manhattan” through custom branding and signature Ami touches throughout the popular establishment.
It is brought to life by co-branding that is designed to reflect the Ami Paris aesthetic on everything from coffee cups and placemats to postcards and even loaves of bread. There’s more: The Balthazar bakery also features exclusive packaging, bespoke croissants and baguette holders.
A custom Ami Paris-branded cart will also be stationed in front of the nearby Ami Paris store from Feb. 20-22, serving a curated selection of products from the Balthazar bakery to local residents and passersby. It’s a neighborhood-friendly activation, too, as Balthazar (80 Spring St.) is just three blocks away from Ami Paris’ Greene Street outpost.
The collaboration comes amid New York Fashion Week, when Balthazar becomes a hotbed of fashionistas and industry insiders. Established in Paris in 2011 by Alexandre Mattiussi, Ami is a luxury fashion house for men and women. Per the brand, Ami “approaches fashion in a relaxed and authentic way with stylish and comprehensive wardrobes composed of timeless basics,” essentially blurring “boundaries between casual and chic.” Mattiussi was also somewhat of a wunderkind when he launched the house, as he was only 30 years old at the time.
Meanwhile, Balthazar was founded and is led by the noted restaurateur Keith McNally, whose stable of dining establishments has included Pastis, Minetta Tavern and The Odeon. Last year, he published a memoir, I Regret Almost Everything.
See below for inside the Ami-flavored Balthazar.
Courtesy of Ami Paris
Courtesy of Ami Paris
Courtesy of Ami Paris
Courtesy of Ami Paris
Courtesy of Ami Paris
Courtesy of Ami Paris
Ami Paris, the French fashion brand, launched a month long partnership with Balthazar, New York’s iconic French brasserie, in February 2026.
Courtesy of Ami Paris