Oman-based Amouage has announced the launch of its first concept boutique in Mall of Oman, Muscat. The curated space features an artistic depiction of a solar eclipse in the Omani desert, designed by the architecture firm Heroine Paris.
The modern new space carries Amouage’s full range of Eaux de Parfum, Extraits de Parfum and Attars in addition to home, bath and body products. Visitors also have the possibility to curate their very own Gift of Kings coffrets, choosing among hundreds of fragrance and leather cases possibilities.
“The one-size-fits-all flagship store concept is not relevant anymore. We believe that retail plays a more complex and diverse role than before. Our boutiques are not only points of sales; they also act as billboards in high-traffic areas or as service and entertainment hubs, where we can host masterclasses with fragrance reviewers or VIP clients, for example. Specific places will also determine the kind of stores that we introduce and our geocharacteristic approach will have us adapt the concept in each of the different cities they’re located, making every Amouage boutique around the globe unique and worth a visit,” said Marco Parsiegla, CEO of Amouage.
The boutique is finished with luxe materials including dark oak, waxed concrete, polished black stainless steel, brass and gold leaf touches, together in a refined 21st century brutalist patchwork. Chairs by Belgian designer Vincent Van Duysen and custom furniture by French designer and Bettencourt Prize Winner, Dimitry Hlinka complete the venue. For the personnel uniforms, Amouage has partnered with Omani bespoke clothing label KHULOOD, creating outfits inspired by the lab coats worn by craftsmen at the Amouage Manufacture.
