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Ensuring impact in a competitive environment
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.
Date
2023
sector
Perfumery
customer
Amouage
rental
Dubai
Expertise
Design
Board
THE CHALLENGE
Emerging in a competitive environment
Capture the attention of a highly solicited flow of visitors with widely disparate levels of brand awareness.
OUR SOLUTION
So we created a boutique where the architecture calls out and the rituals accompany and convince visitors to connect with the brand.
HARVEST TIME - DUBAI MALL
the concept
Harvest Time, a sacred moment
between April and May, it's precisely 6 o'clock in the morning. A giant sun appears, the roses, cultivated and cherished for months, are ready to offer their beauty and intense fragrance to the hands of those who gave them birth.
The boutique is conceived as a window onto Jebel Akhdar, an imposing mountain range where the world's most precious roses are grown at an altitude of over 2,000 metres. Using tools traditionally used to plaster houses, the entire wall sculpture was covered in sand, a local material par excellence. It was essential to bring sensoriality through textures in order to retranscribe the mineral universe of this place. The centerpiece of the space is a majestic mountain over 4 meters high, whose terraced relief echoes the "falaj", an Omani irrigation practice listed as a UNESCO World Heritage Site. A frosted glass sun shines down and an immersive screen irrigates the entire boutique. It offers customers the enchanting illusion of a sunrise that spreads like a stream of energy across the mythical flower-filled terraces, taking them on a personalized sensory journey through the brand's offering.
Our belief
Discover our conviction
Turning a confidential salon into an exceptional sensory and emotional experience
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.
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