Muscat: Amouage, one of the leading luxury fragrance houses in the world, has opened a new flagship store in Sabco Centre which has been designed to reflect a form of modern Omani chic.
Designed in continuation with the evolution of the brand itself, the store is a contemporary rendition of an Omani-style house, inspired by Arabic interiors and architecture.
The store opens to a double height, tower-like, entrance vestibule with a beautiful antique Arabic lantern suspended from the domed ceiling and a mosaic feature arch with tiles made from Italian Murano glass covering real 18 carat gold leaf.
Each room is designed to lead one onwards to the next experience and to cover the entire Amouage product portfolio, with a private VIP room in which to entertain auspicious clients and to create special attar blends. In the future, Amouage also hopes to introduce a bespoke perfume service for their most discerning clientele.
The shop has been designed and built to cater for the House's present and future needs and has considerable space for the new launches planned and the new product categories to be developed in the coming years.
"The effect we wanted to create is not that of a completely new space but one that has been added to over time," expressed Christopher Chong, Amouage Creative Director. "This is how we view our customer, an international traveller, with an eclectic taste, who has picked up antiques and items of furniture while travelling around the world and has built a home reflecting an international approach to design, but housed within an Omani-inspired space."
Chong added, "The intention is to make the customer feel as though they are in someone's home, a place to linger and relax and of course to sample the wonderful array of products on offer over a cup of Omani coffee and dates."
The boutique boasts of the finest polished plaster walls with Arabesque arches and a modern take on Omani-inspired beamed ceilings. The Amouage signature branding design has been especially carved on the double height doors in the entrance and on cupboards and the VIP room doors inside the shop. The displays are placed on antique Art Deco furniture from the 1920s especially imported from London. Special attention is given to quality and detail to provide a retail space that is a commercial proposition but which reflects the luxuriousness and international approach of the brand today.
"We are delighted and proud to welcome our customers to the wonderful new home of Amouage in Sabco Centre and to provide a special shopping experience that is tantamount to experiencing the brand itself," stated David Crickmore, Amouage CEO. "Today, the House of Amouage is embarking on an extensive expansion strategy to penetrate further our key new target markets in Europe, the Far East and the United States, as well as to continue our ever- strengthening brand penetration in the GCC. "
He added, "We are excited to announce that we intend to open our first dedicated mono brand shop outside Muscat in Dubai in late 2008 and a shop-in-shop in both Selfridges in Regent Street, London and Fortnum & Mason in Piccadilly, two of the best stores in the world. This is a clear reflection that our message is getting through internationally and that new avenues of distribution are continually opening up as a result of the brand's ever-growing international penetration and appeal."
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For more information, please contact:
Hassan Al Saleh
Trans-Arabian Creative Communications (TRACCS)
Muscat, Sultanate of Oman
Telephone: +968 24 605-028
Fax: +968 24 605-027
Email: hassan.alsaleh@traccs.net
Or visit: www.amouage.com
© Press Release 2008
