How to translate the soul of the Omani desert into the heart of Manhattan? In a fast-growing niche perfume market, the House sought to assert its cultural and artistic presence on American soil, while reinforcing its international desirability.

How do you translate the heat of the Omani desert into the hushed atmosphere of Harrods? For its new salon in the legendary London department store, Amouage entrusted Héroïne with the design of an ultra-premium space dedicated to haute parfumerie d'expérience. Conceived as a sensory refuge, the space celebrates the art of entertaining the Omani way: an immersive and emotional brand experience, blending design, savoir-faire and hospitality.

How do you create a place that attracts, inspires and builds loyalty? For this House of Haute Parfumerie, the flagship is no longer just a point of sale, but a place of sensory revelation and brand desire.

As part of the worldwide launch of the Les Essences collection, Amouage called on Héroïne to design the territory of expression for this new permanent and temporary retail range.

Building on the brand codes already developed by Héroïne, this boutique enhances them with very high-end services and unique experiences, highlighting Amouage's know-how and inspirations and reinforcing its "Art de Recevoir".

To support the launch of Guidance 46 in several key markets

To help the Maison de Haute-Parfumerie conquer the world.

Enriching the AMOUAGE retail experience and universe, while adapting the brand posture and product discovery to a new target.

Propose a new chapter in the brand story and renew the discovery experience with a signature ritual to create a strong emotional bond with visitors.

Development of Amouage's retail strategy with a Tier 2 boutique concept designed to offer a complete and inspiring discovery of the product offer.

Pour accompagner l’évolution de sa direction artistique et renforcer son positionnement dans la parfumerie de luxe, Amouage confie à Héroïne la conception d’un flagship retail à Oman. Pensé comme un espace d’expérience de marque, ce lieu dépasse la fonction de boutique pour devenir un véritable support de narration. Architecture, parcours client et mise en scène de la matière s’articulent pour traduire une vision renouvelée de la Maison et affirmer son rayonnement à l’international.