The Amouage Flagship boutique conveys the mysterious poetry of an eclipse in the brightness of the skies over Oman. To embody this, a monumental sphere 3 metres in diameter, split by a crack in gold leaf from one side to the other, forms the focal point of the space, which is part store, part art gallery. Our inspiration was the elemental work connected to Omani nature, as well as the rugged grandeur of the project. We enjoyed the idea of a monolithic representation of the moon, bringing a strong atmosphere, emotion and visual gravitas through its uncompromising brutalism. 

The architecture, way around the space and experience were designed so the brand resonates well beyond the Mall of Oman walls. Visiting the space is gradual and immersive, using scale and trompe l’oeil effects, like the huge travertine gaps that form the pattern of the store’s slide flank. Yet these mineral giants in fact hide a succession of vertical screens created by digital artists, who have also been highly inspired by the perfumer’s creations. When opening a drawer, smelling a perfume, the screens come to life and provide a visual interpretation of the fragrance being discovered. 

The monumental moon follows the same idea. In reality it contains miniature bottles of the Attar collection, the latest precious nectar by the brand. There is no doubt that this is where the most unique olfactory discovery is experienced in the store. This is because it occurs using a Qalam, a quill that was the calligraphy tool used to keep the gold trade registers in Oman. Carefully dipping the quill into the bottle’s slender neck allows it to take up a drop of precious liquid used to anoint a pulse point.

CREATIVITY:
The result is a place that is both poetic and impressive, halfway between store and art gallery, which leads visitors to be involved in what they discover. It is a showcase that enables AMOUAGE to pay tribute to the tradition and culture of Oman, all while celebrating its very unique identity.

INNOVATION:
The innovative design of the sphere, combined with the imaginative discovery of the products redefines the way people shop for fragrances. By using a Qalam, the visitor is offered a unique and memorable olfactory experience of the attars.

FUNCTIONALITY:
Not only is the storage of the products incorporated in the design of the store, so the sales assistants can devote their time entirely to the clients, the entire journey is designed in a human-centric way. As the eclipse pulls them in, they are sent on an immersive discovery. Education is integrated into shelf panels containing ingredient and range specific content.

SUSTAINABILITY:
We remained as faithful to the concept as possible, by only using raw materials and natural stones. We also refrained from using plastic materials. To keep the power usage as low as possible, we used LEDs for the succession of vertical screens.