Héroïne and FRED launch the new Force 10 pop-up concept in Seoul

Amouage continues its collaboration with Héroïne with a new interpretation of its retail identity at the Dubai Mall.

Héroïne assists the high-end perfume house Amouage in the design of its boutiques around the world, creating immersive spaces combining cultural heritage, sensory staging and olfactory rituals. Each boutique becomes a unique architectural manifesto, conceived as a local medium for brand image, desirability and customer conversion.

Trend of the moment, it seems that luxury brands, after many years of protecting their image, have finally decided to move from isolation to collaboration. But then, what are the reasons for this change?