Turning know-how into a brand statement

Renovating an iconic store like the one at Sabco Mall presented a twofold challenge. From a technical point of view, it was necessary to design a sculptural space integrating ambitious architectural elements, while respecting the structural constraints of the site. The monumental tree, conceived as a visual and narrative anchor, had to not only stand out as a work of art, but also integrate harmoniously into a functional space dedicated to olfactory discovery. Beyond the design, the aim was also to rethink the customer experience by creating a pathway that highlighted both the Omani heritage and the innovation driven by Amouage. The aim was to go beyond the traditional framework of a boutique to offer a place where every interaction extends the brand's history and strengthens its bond with its visitors.

While the monumental tree marks the first highlight of the tour, the experience continues through spaces designed to explore the House's expertise from a new angle. One of the pillars of this reinterpretation is the Majlis, a private lounge inspired by the codes of Omani hospitality, which introduces an exclusive and immersive dimension to olfactory discovery. Designed as a place for exchange and personalization, it offers a new approach to perfume advice. In a hushed, intimate atmosphere, visitors are invited to experience a consultation where expertise and sensoriality meet. This approach enables AMOUAGE to elevate its customer support and offer a deeper immersion into its universe. More than a boutique, this space becomes a veritable manifesto of the brand's identity. Every element - from the design to the experience - has been conceived to tell a story, that of a House that draws on its roots to reinvent itself and offer a luxury that is both grounded and visionary.