The luxury perfume house, originally from the Sultanate of Oman, has just opened its first permanent boutique in New York, called “Brickfield.” Located in the bustling and arty neighborhood of SoHo, this new showcase promises a play of materials and storytelling somewhere between the glittering glass and steel buildings and the burning dunes of the desert.

After opening the Petite Boutique Amouage SoHo, a pop-up store, in 2024, the luxury perfume house is now unveiling its first permanent store in the heart of New York.

At the crossroads of craftsmanship and modernity, this 80 m² showcase oscillating between golden and glowing tones was designed by Renaud Salmon, Chief Creative Officer of Amouage, and Héroïne, the brand experience and design consulting agency.

A dialogue between minerality and metal

The entire concept behind the “Brickfield” boutique is to offer customers and visitors alike a duality of materials that reflects the cultural, artistic, and architectural dimensions of two urban destinations: one being Manhattan, the other reflecting the brand’s proudly Eastern identity with Tanuf, a city of red clay rising from the sands of Wahiba, as its major inspiration.

Front of the Amouage SoHo Brickfield boutique © Amouage

“With the Amouage SoHo flagship store, we wanted to create a dialogue between two cities that share the same soul,” explains Renaud Salmon. “The red bricks of SoHo and the red clay of Oman come from the same earth. Both are handcrafted and tell a story of craftsmanship and transformation. ”

These two references paint two landscapes, one mineral, the other metallic, with the vertical buildings of the surrounding neighborhood.

An experience that begins on the street

While the sun—a symbol of both illumination and redemption—is omnipresent in the experience of this new boutique, its reflection is not the same depending on whether it encounters the breath of the desert or the steel mixed with glass of the American city.

In addition to its renovated historic red façade, this “Brickfield” boutique features sculpted windows inspired by dunes, while golden reflections create a play of light that evolves throughout the day. Its silhouette evokes an urban mirage similar to a desert fata morgana.

Interior of the Amouage SoHo Brickfield boutique, featuring a duality of materials combining mineral and metal © Amouage

This play of light and shadow is also found once you step through the door. A wavy wall of red bricks evoking ancient ruins faces metal panels in a champagne-colored tone that directly captures the light from the street.

Two red marble curation tables mark the first stage of the journey, where the fragrances are presented like artifacts, illuminated by the brick itself. As visitors move deeper into the store, the light becomes more intense, eventually forming a stylized sun visible from Spring Street. At the back of the store, the Majlis Lounge offers a soothing interpretation of Omani hospitality with soft textures, natural fabrics, and muted golds that create an intimate setting.

The Majlis Lounge, an intimate conversation area at the back of the Amouage SoHo Brickfield boutique © Amouage

This is the focus of this new project: to invite visitors to discover craftsmanship on a human scale, but also a beauty born of contrast and an art of storytelling that transcends borders, both literally and figuratively, as evidenced by the reflective materials chosen. Ultimately, Amouage SoHo takes the form of a multisensory installation, where architecture, culture, and fragrance become one, all while remaining faithful to the House’s Omani identity.

The concept behind Brickfield is in line with the continued geographical expansion of Amouage, which has around fifteen highly experiential owned stores around the world, each with its own unique identity, as well as a presence in nearly 1,000 shop-in-shop outlets (department stores, concept stores, etc.). The arrival of the L’Oréal group as a shareholder last February should accelerate its internationalization. Although not officially mentioned by the beauty giant, this minority stake would value the Omani company at €3 billion.

Read also > Haute parfumerie: Amouage sets up shop in Kuwait

Featured photo: Interior of the Amouage SoHo Brickfield boutique © Amouage