AMI PARIS × Guss Damn Good in Bangkok: two ice cream flavours and limited weekend tastings at Siam Paragon until November 15
AMI PARIS translates its autumn/winter collection into Cherry Delight and Chocolate Crumble. Explore the striped ice cream cart, Ami de Cœur chocolate and participation details at Siam Paragon’s M Floor.
A visit to AMI PARIS in Bangkok now offers more than clothes: it introduces two flavours created with Thai craft ice cream brand Guss Damn Good. The activity began on October 17, 2026, at AMI’s Siam Paragon boutique and continues until November 15, on the M Floor in LUXE Hall. Cherry Delight and Chocolate Crumble carry the brand’s autumn/winter project into a cup, while Ami de Cœur chocolate takes the familiar heart and letter A from clothing to dessert.
Ami de Cœur chocolate combines a heart with the letter A, continuing the identity used on clothing.
Two flavours: red swirls and dark crumbs
The two flavour names point towards cherry and chocolate. Publicity close-ups of Cherry Delight show red swirls through a pale ice cream, surrounded by golden crumbs; Chocolate Crumble presents dark-brown surfaces, scooping marks and small pieces. The photographs allow comparisons of colour and form; ingredients and allergens can be checked on site. Start with the flavour direction you prefer, while remembering that colour does not establish sweetness or milk-fat content.
A Cherry Delight publicity close-up builds visual layers with a pale base, red swirls and crumbs.The Chocolate Crumble close-up focuses on scooping marks and small pieces across a dark ice cream surface.
Seen together, six cups on a gold tray offer two contrasting palettes: red lines over a pale base, and a deeper, almost monochromatic brown. Some cups carry Ami de Cœur chocolate, allowing the same brand symbol to cross both colours. The design does not need to dye an entire dessert in a brand colour: a small, recognisable shape can bring different flavours into one visual system.
How a striped ice cream cart extends AMI’s identity
The spatial photograph shows an ice cream cart with a white body, two large wheels, a black-and-white striped canopy and gold brand lettering. Escalators and clothing displays remain visible behind it, making the project read as a street-cart silhouette brought into fashion retail rather than a separate new restaurant. White surfaces, stripes and cups provide subtler identifiers than a huge slogan: even without someone holding a garment, the props communicate the project’s brand language.
A white ice cream cart with a black-and-white striped canopy brings the campaign into the fashion-store space.
Founded by Alexandre Mattiussi in 2011, AMI reaches its fifteenth anniversary in 2026; this Thai project takes inspiration from Fall/Winter 2026. The brand name means friend in French, connecting its heart-and-A symbol with a sense of closeness. The Guss Damn Good collaboration turns that vocabulary into an object to pause over and hold. For followers of menswear and store design, the interesting comparison is how one identity moves between knitwear, packaging and a small cart, rather than treating ice cream solely as a photo accessory.
Limited tastings Friday to Sunday: location and conditions
How can visitors participate? During the campaign, limited free tastings of the two flavours take place on Fridays, Saturdays and Sundays. Daily quantities are limited, with no guarantee of availability throughout store hours. There is also a QR-code registration for a prize draw; a chance to win is different from a guaranteed gift. Read the requested personal information and participation conditions before completing a form. The location is the Siam Paragon boutique, so the offer should not be assumed to apply to every AMI store or Guss Damn Good outlet.
A visit can bring clothing, the ice cream cart and brand details together in one stop. AMI’s official Thai store directory lists Siam Paragon’s M Floor and telephone 092-461-9418; see the official Thai store information. October 17 to November 15 is the period of this ice cream collaboration, not the boutique’s original opening date. If tasting is the main reason for visiting, check that day’s distribution arrangements, then compare Ami de Cœur on the clothing and paper cups.
