Few brands can claim royal lineage, but AMOUAGE certainly can. As the olfactory division of the privately held SABCO Group, it’s directly linked to the royal family of Oman, an association the brand doesn’t flaunt, but which adds a specific cachet to the brand. Founded in 1983, AMOUAGE has come a long way, redefining the ancient Arabian art of perfumery and gaining a global reputation for fusing innovation and artistry to all its creations. The brand’s offerings are available in more than 80 countries across the planet, both at depositories and a growing network of branded stores. As of late, AMOUAGE manages a standalone boutique on home turf. Situated at Mall of Oman, a newly opened upscale shopping centre in the capital Muscat, the boutique features an interior design concepted by the brand’s creative director Renaud Salmon and Paris-based retail design agency Héroïne. The design concept is an evocative one and aims to convey an eclipse in the brightness of the skies over the mystical sultanate.
A large sphere, three metres in diameter and split by a crack in gold leaf from one side to the other, takes centre stage. As a bold monolithic representation of the moon, the volume contains miniature bottles of the new unisex Attar collection, and dominates the setting with emotion and visual gravitas through its uncompromising brutalism. The sphere’s backdrop, comprising of travertine and a trompe l’oeil section which combines the material with intricate vertical screens created by digital artists, totally adds to the visual drama. Interestingly, when opening one of the many drawers right below to smell one of AMOUAGE‘s many fragrances, the screens come to life and provide a visual interpretation of the fragrance that’s being discovered. Additional furnishings include chairs by Belgian designer Vincent Van Duysen and custom pieces by French designer Dimitry Hlinka. The inauguration of the store marks the kick-off of a plan to open a series of new retail spaces worldwide.
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