MUSCAT: The ephemeral Amouage boutique at The Grove stands as an eternal ode to the rich heritage and landscapes of Oman, seamlessly blending tradition and modernity. Adhering to Amouage’s core identity and contemporary spirit that epitomizes Omani craft and culture, this temporary space harmoniously integrates into The Grove in the great city of Los Angeles.
Inspired by the desert
The exterior of the temporary space at The Grove is composed of rough stone and desert sand-inspired rammed earth architecture, depicting a Martian-like crimson desert landscape at sunset. Both the interior and exterior draw inspiration from bespoke architectural pieces found across Oman, including handmade earthy pottery jars and the Mashrabiya, the traditional oriel window with perforated geographic patterns that, for centuries, has regulated light, heat, and privacy and shaped the emergence of generations. This results in illuminated cut-hole patterned walls that playfully interact with L.A.'s famous sunlight.
From Oman to the world
Over the past three years, Amouage’s retail presence has grown organically, focusing on creating unparalleled perfume experiences. Each destination tells a story anchored in Oman, tailored to the specifics of its location, earning industry recognition for our architecturally distinctive boutiques. The instantly recognizable Amouage style blends structured, brutalist elements with an organic backdrop. The result is minimalist yet warm spaces, contemporary but not cold, combining drama and intimacy with meticulous attention to detail.
“Our latest space in Los Angeles epitomizes this ethos, designed to transport clients from the city’s vibrant pace to the tranquil experience of Amouage’s high perfumery. Central to the design is a surreal piece of Omani landscape: a monolithic reflective table with crimson red sand, set against rammed earth walls and natural clay ceilings, creating a powerful and rooted dynamic.” said Renaud Salmon, Chief Creative Officer of Amouage. “Meanwhile, the opening of our temporary boutique at this prime location in Los Angeles is expected to keep our growth momentum going as we continue to invest in our retail network development."
A journey of light and texture
With an entrance featuring arched doorways that add to its allure, the Amouage Boutique features a mirror shield emblem and a carpet that has been completely customised with the patterns of Guidance Eau de Parfum designed by Louise Mertens. In the background, ombre panels host a totemic sun, with its warm embrace radiating through the natural surfaces – creating an interplay of light and texture, as explored in Amouage’s recent landscapes in Guidance Eau de Parfum and Guidance 46 Exceptional Extrait. In 2023, Amouage released what has become one of its most feted creations – Guidance, further developed in 2024 with the release of Guidance 46 Exceptional Extrait. The Ephemeral Boutique seeks to capture the delicate strength, the carnal power yet soft ethereal embrace of the perfumes, with groundbreaking contrasts and a fragile equilibrium created by world-renowned perfumer Quentin Bisch.
Amouage consistently seeks to redefine and reshape itself by merging its creations with various creative practices and collaborating with renowned entities. The Oman-inspired architecture and décor of the Amouage Boutique at The Grove features inputs from the Parisian-based Héroïne, U.S.-based Gladiator Productions, and Belgium-based Wildvertising, with the House having overseen the look and feel of the boutique.
Artistic expressions with AR
This temporary venue at The Grove allows visitors to immerse themselves in an augmented reality experience activation defined by the House’s signature presence, while exploring High Perfumery. Visitors of the Boutique can use their smartphones and other devices to produce and share videos and pictures.
The Ephemeral Amouage Boutique, the House's first-of-its-kind venue on the USA's West Coast, is open until August 26.
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