Wednesday 04 / December / 2024
Muscat: Amouage, the independent Omani High Perfumery House, continues its international expansion with the inauguration of a flagship destination that, with its blend of organic, surreal, and futuristic design elements, resembles an ultra-modern art space rather than a traditional brick-and-mortar shop. The flagship store, named ‘The Sillage’ and envisioned by Amouage’s Chief Creative Officer Renaud Salmon, permanently occupies a 140-year-old historical building located at Zhang Yuan W3, Lane 188, which was previously home to a temporary Amouage boutique.
Marco Parsiegla, CEO of Amouage, commented: “Since 2022, while we have quickly rolled out our revolutionary boutique model on home turf, we are gradually expanding to key cities around the world with compatible sensibilities. Following the tremendous success of Amouage’s ephemeral space in Shanghai, this new flagship destination, ‘The Sillage’, marks our house’s most prominent move in China to date and announces a series of high-profile international openings for the months and years to come, unleashing creative energy like never before. More than ever, Amouage will stand for expansive artistic vision and fresh retail experiences, celebrating our continued pursuit to inspire and ignite the new generation of shoppers.”
A façade blending past and future
For the first time in Amouage retail history, interior design extends to the exterior façade of the historical Zhang Yuan building, breaking free of physical boundaries. The outdoor black-and-gold metal shell, accentuated by a striking lighting scheme, signals the highly evocative, maritime-inspired design theme from afar. “There is an interesting contrast between, on one side, the historical importance of the building, the visual weight of its stones and concrete, and, on the other, the futuristic design, announced by the façade artwork and its fluid movements. It creates an unfamiliar scene that simultaneously presents contrasting emotions and amplifies Amouage’s singular worldview,” said Renaud Salmon.
In the wake of Sindbad the sailor
Beyond the façade’s arches, visitors enter through a corridor where two majestic 3-metre-high coral sculptures set the underwater scene, telling the story of a new facet of Oman and its tales through the legend of Sindbad, the world-famous sailor. Designed by Héroïne, the space immerses visitors in an underwater narrative. The ceiling features the hull of a dhow, a traditional Omani boat, spanning 6 meters, inviting exploration of the boutique and its hidden treasures. Additional architectural elements enhance this immersive experience, such as the monolithic white travertine central table, appearing frozen in coral, and the terrazzo floor, with gradations evoking sandbanks. Translucent materials and caustic video projections on the glass windows contribute to the sci-fi underwater ambiance, diffusing light throughout the historical building. Finally, the turquoise micro-perforated metal mesh shell creates a sculptural wave effect, enhancing the sense of lightness.
Perfume discovery to the rhythm of rippling water
On the boutique walls, collections are glorified in small groupings, resembling the techniques used to gather schools of fish. Two horizontal lines around the perimeter present the fragrances, enhanced by an ingenious mechanical merchandising system that mimics the perpetual motion of waves and tides. This boutique offers an unparalleled opportunity to present a dreamlike approach to clients through a unique storytelling format.
A space designed for multiple uses
The boutique can accommodate large groups of visitors, featuring long counters for fragrance presentations and tailor-made experiences. Guests can relax in Ghost glass chairs in the discovery lounge or participate in an interactive ritual at the product glorification wall. A new hand massage service will soon be available to explore Amouage’s luxury body range.
Located at Zhang Yuan W3, Lane 188, North Maoming Road, Jing’an District, Shanghai, the boutique is open daily from 10 am to 10 pm. It offers the full range of Amouage Eaux de Parfum, Extraits de Parfum, and Attars, with the newly introduced Essences collection arriving in the coming weeks. Visitors can also curate their own Gift of Kings travel spray coffrets, choosing from hundreds of fragrance and leather case combinations.
