Amouage’s The Sillage in Zhang Yuan, Shanghai, designed by Héroïne, redefines what a fragrance flagship can be: immersive, conceptual, and emotionally charged. Set inside a 140-year-old heritage building, the boutique weaves Omani maritime mythology with futuristic scenography in a space that feels more like an art installation than a store.

Innovation is embedded in the design’s very structure. For the first time in Amouage's history, the interior vision extends to the external façade, breaking traditional boundaries of store design. The metallic black-and-gold shell fused with dynamic lighting signals the boutique from afar while introducing a sculptural vocabulary of motion. Inside, thin metal blades, painted in turquoise reflective tones, create a sculptural wave effect across the ceiling, enhancing the sense of lightness and fluidity, as if the entire space were submerged. A mechanical merchandising system, inspired by ocean tides, animates fragrance discovery with gentle movement, a poetic and technical feat rare in luxury retail.

Functionality is seamlessly integrated into the experience. The boutique is designed to accommodate high volumes of visitors without compromising intimacy. Long counters allow for fragrance exploration, while the discovery lounge invites guests to linger in Ghost chairs that evoke the softness of water. Interactive elements like the glorification wall and future services such as hand massages deepen engagement and personal connection.

Creativity is at the heart of Héroïne’s approach. The concept draws from the legend of Sindbad the Sailor, manifesting in coral sculptures, a suspended 6-meter dhow hull, terrazzo sandbank-inspired flooring, and caustic projections. Together, these elements produce a dreamlike, sci-fi interpretation of the ocean, expressing both Oman’s heritage and the sensorial fluidity of fragrance.

Eco-Social Impact is quietly impactful. The boutique is entirely plastic-free and made using locally sourced stone, wood, metal, and glass. No temporary PLV was used; the architecture itself is the brand language. The external treatment, including the façade, was completed in full preservation of the building’s historical and protected elements, ensuring minimal intervention. This approach reinforces a low-impact, high-integrity design philosophy.