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How to design a luxury flagship store that embodies a new brand direction
To support the evolution of its artistic direction and strengthen its position in the luxury fragrance market, Amouage has commissioned Héroïne a flagship retail store in Oman. Conceived as a brand experience space, this venue transcends the role of a mere boutique to become a true vehicle for storytelling. Architecture, the customer journey, and the presentation of the products come together to convey a renewed vision of the House and affirm its international influence.
Date
sector
Perfumery
customer
Amouage
rental
Oman
Expertise
Board
Design
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THE CHALLENGE
Using a flagship store as a catalyst for transformation and brand visibility
As part of its rebranding efforts, Amouage must establish a new brand direction while preserving the richness of its heritage.
The flagship store has become a strategic priority. It is no longer just about selling, but about allowing customers to see, understand, and experience the brand through a physical space. How do you design a retail flagship store capable of embodying a new brand vision? How do you translate artistic and strategic evolution into a cohesive customer experience? How do you create a space capable of extending its influence beyond the point of sale? The challenge lies in transforming the store into a space for expression, capable of enhancing desirability, attracting an international audience, and shaping a new brand language.
OUR SOLUTION
Héroïne created a boutique where intimacy and extravagance shape the retail design and the customer experience.
THE ECLIPSE - MALL OF OMAN
the concept
The Eclipse
to structure the experience and create a strong visual impact at the heart of the flagship store.
The space is organized around a contrast between darkness and light, gradually revealing the products and guiding the visitor’s gaze. The forms are clean-lined, the volumes carefully controlled, and light plays a central role. It sculpts the space, highlights the materials, and guides the visitor’s journey. Every architectural element is designed to enhance the customer experience. Visitors move through an immersive environment where the discovery of fragrance is part of a comprehensive presentation. The flagship store becomes a recognizable, memorable, and shareable destination, capable of embodying the brand’s new direction.
I WAS IMMEDIATELY SEDUCED BY THIS MOON, BRINGING EMOTION AND VISUAL GRAVITY THROUGH UNCOMPROMISING BRUTALISM.
Renaud Salmon, Chief Experience Officer of Amouage
Our belief
Discover our conviction
How to support the launch of a new product category with a brand experience ecosystem
For the launch of its first tableware collection, Louis XIII has entrusted Héroïne with Héroïne creation of a comprehensive brand experience. From the experiential strategy to the design of the display windows and product displays, including a sensory narrative centered on the L’Ode à la Matière and L’Ode au Temps collections, every detail becomes part of the story and reveals a new realm of expression for the brand.
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