Amouage, the High Perfumery House from Oman continues its collaboration with Héroïne, the Brand Experience Agency, by offering a new interpretation of its retail identity at the Dubai Mall. Following the success of the opening in Oman in April 2022 (winner of the Global Architecture Design Award & German Design Award) and the scenic boutique at Muscat International Airport in March 2023, the opening of this boutique at the Dubai Mall is a further cornerstone of the brand’s strong growth and a crucial step in its international expansion.
At the heart of the famous Dubai Mall (the world’s most visited shopping centre), the Amouage boutique is designed as a window onto the Jebel Akhdar, an imposing mountain range where the world’s most precious roses are grown at an altitude of over 2,000 metres. The centrepiece of the space is a majestic mountain more than 4 metres high, whose terraced relief echoes the aflaj, Oman’s traditional irrigation system listed as a UNESCO World Heritage Site.

Amouage new boutique at Dubai Mall (photo @theateebali)
The principle behind this new boutique is functional. Its location in the heart of the Dubai Mall has led to a linear layout on the fringes of which the rich range of Amouage creations is displayed. Like travellers, customers are welcomed as they stroll along by the sensual undulations of the counter materialising the idea of a wadi whose walls are an invitation for discovery. On the opposite end, the monolithic display units, inverted pyramids, anchor the customer in a moment of olfactory reverie.
The shop unfolds like an organic canyon, an aspect all the more exalted by the use of natural materials and the profusion of a brutalist language made of sleek lines and perfect shapes. A vast breach lined with monumental structures, a four-metre-high mountain with sculpted walls recalling the course of the aflaj crisscrossing the heights of Oman, and polished marble totems

Amouage new boutique at Dubai Mall (photo @theateebali)
The new Dubai Mall boutique says, from the moment it is seen, that it is above all that a place of welcome and a haven for contemplation on the work of nature and that of mankind, inviting shoppers to reflect on the analogous symbiosis that takes place in each of the House’s creations.
The art of Amouage perfumery reflects the choice by Artist Perfumers of the rarest and most precious ingredients, creating memorable notes, like real olfactory stories. Guided by an advisor, the customer chooses a key ingredient (the Facet, which forms the identity of the fragrance) or the intensity of its trail (the Aura) and then watches the selection of fragrances matching their criteria unfold on the LED screen lining the boutique.

Amouage new boutique at Dubai Mall (photo @theateebali)
By inaugurating this new boutique in the Dubai Mall, Amouage pays tribute to the natural riches of the Sultanate of Oman, the House’s birthplace. The evocative magic of the relief of Jebel Akhdar, where Amouage harvests the rare Rockrose, invites the House’s customers to experience a poetic and sensory interlude, where architectural and olfactory languages meet in perfect harmony
About Amouage: Founded in the Sultanate of Oman in 1983 to be ‘The Gift of Kings’, Amouage is an independent Omani High Perfumery House renowned for creating some of the most finely crafted perfumes in the world. Amouage has redefined the Arabian art of perfumery and garnered a global reputation for bringing innovative modernity and true artistry to all its creations. Masterfully paying tribute to its heritage, Amouage is a unique fusion of East meets West that defines avant-garde opulence.

Amouage new boutique at Dubai Mall (photo @theateebali)
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