Turning a New York flagship into a cultural and architectural manifesto.

For its permanent presence in New York, Maison Amouage entrusts Héroïne with the design of its flagship boutique in the heart of the SoHo district.The challenge: to transform a narrow space typical of Spring Street into an architectural and sensory experience, capable of embodying the dialogue between Oman and Manhattan. How to translate the breath of the desert into the heart of an urban landscape? How can the ancestral craftsmanship of Oman coexist with the contemporary energy of New York? Brickfield was born out of this tension.

Between two worlds, the journey begins in Tanuf, a city of red clay buried in the desert of Oman. Here, the light caresses the eroded walls before being reflected, thousands of kilometers away, on the metal facades of SoHo in New York. This encounter gave birth to the flagship Amouage SoHo boutique, designed by Héroïne as a sensory journey between East and West, earth and metal, tradition and modernity. From the street, the crimson-red façade catches the eye. Golden reflections and sculpted windows reveal an immersive universe, where a stylized sun at the back of the space acts as an invitation to enter. Inside, the store unfolds a landscape of contrasts: an undulating wall of red brick evokes the ruins of the Omani desert, while champagne metal panels reflect New York light. The customer journey unfolds like a sensory narrative. Red marble tables display Amouage fragrances like artifacts, leading to a luminous focal point visible from the street. At the rear, the Majlis Lounge reinvents Omani hospitality, offering a moment of intimacy and exchange. Everywhere, light becomes living matter, evoking desert mirages and urban reflections. More than a retail space, Amouage SoHo is a work of immersive retail architecture, where experience, culture and emotion meet to embody the Amouage philosophy: perfume as an inner journey. Photo credits: Shefa Ahsan, Renaud Salmon