Relaunching this week, the new Amouage boutique has rejuvenated the Dubai Mall retail space into an immersive experience, which closely acquaints fragrance fans with the luxury brand. An expansive piece of digital art by film director Thomas Vanz dominates the space; set to an emotive soundtrack, the visual scenes are inspired by Oman’s night sky, the flower harvest, sunrises, and the rugged natural landscapes adding a vibrancy to the boutique. “For every single Amouage boutique, there is a specific story about Oman,” explains Renaud Salmon, chief creative officer for Amouage. “In this case, at the heart of Dubai Mall, it’s really about the notion of passage – it’s a place where people are going to explore – and of the Aflaj, the Omani irrigation system used to cultivate our roses.” The luxury boutique’s walls are designed with the curving lines carved in, mimicking the ebb and flow of the Aflaj.
The store features most of the Amouage collection, numbering at close to 50 individual fragrances. To help clients find their new signature scent, the consultation installation offers an exclusive way to narrow down Amouage’s fragrance library. “You have the possibility to discover a fragrance that is very, very specific to your mood of the day or to your personality through our unique consultation device, which is both a physical and digital process,” says Salmon. By selecting the type of fragrance that appeals – from fresh or floral, to woody or smoky – then choosing the intensity and adding your preferred notes from options including jasmine, oud, vanilla and rose, the algorithm will immediately present to you the most suitable options. The matching fragrance bottles will be illuminated on the feature wall, offering a visual guide to the scents that you may like to try. “I think this is something quite interesting because there might be fragrances that don’t catch your attention at first. So it’s a way for us to actually discover that unique fragrances that you are going to fall in love with,” adds Salmon.
Browse perfumes including the Odyssey collection, which explore the complexity of royal frankincense in four transportive fragrances. Or spritz on the perfume house’s latest release, Opus XV King Blue, a woody oud for both women and men with notes of mandarin, blackcurrant, and pink pepper over the smoky oud base.