![\"SoHo](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/SoHo-Brickfield-4-1024x683.jpg\" "\\"SoHo")
Front of the Amouage SoHo Brickfield boutique \u00a9 Amouage<\/p>\n<\/p>\n
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After opening the Petite Boutique Amouage SoHo<\/b>, a pop-up<\/b> store<\/b>, in 2024<\/b>, the luxury perfume house is now unveiling its first permanent store in the heart of New York<\/b>.<\/p>\n
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At the crossroads of craftsmanship and modernity, this 80 m\u00b2 showcase<\/b> oscillating between golden and glowing tones<\/b> was designed by Renaud Salmon, Chief Creative Officer of Amouage<\/b>, and H\u00e9ro\u00efne, the brand experience and design consulting agency.<\/b><\/p>\n
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The entire concept behind the \u201cBrickfield\u201d boutique is to offer customers and visitors alike a duality of materials that reflects<\/b> the cultural, artistic, and architectural dimensions of two urban destinations<\/b>: one being Manhattan<\/b>, the other reflecting the brand’s proudly Eastern identity with Tanuf<\/b>, a city of red clay rising from the sands of Wahiba, as its major inspiration.<\/p>\n
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Front of the Amouage SoHo Brickfield boutique \u00a9 Amouage<\/p>\n
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\u201cWith the Amouage SoHo flagship store, we wanted to create a dialogue between two cities<\/b> that share the same soul,\u201d explains Renaud Salmon. “The red bricks of SoHo and the red clay of Oman<\/b> come from the same earth<\/b>. Both are handcrafted and tell a story of craftsmanship and transformation. ”<\/p>\n
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These two references paint two landscapes, one mineral, the other metallic<\/b>, with the vertical buildings of the surrounding neighborhood.<\/p>\n
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While the sun\u2014a symbol of both illumination and redemption\u2014is omnipresent in the experience<\/strong> 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.<\/p>\n <\/p>\n In addition to its renovated historic red fa\u00e7ade<\/strong>, this \u201cBrickfield\u201d boutique features sculpted windows inspired by dunes<\/b>, while golden reflections<\/b> create a play of light that evolves throughout the day<\/b>. Its silhouette evokes an urban mirage<\/b> similar to a desert fata morgana.<\/p>\n <\/p>\n <\/p>\n This play of light and shadow is also found once you step through the door<\/b>. A wavy wall of red bricks<\/b> evoking ancient ruins faces metal panels<\/b> in a champagne-colored tone that directly captures the light from the street.<\/b><\/p>\n <\/p>\n Two red marble curation tables<\/b> mark the first stage of the journey<\/b>, where the fragrances are presented like artifacts, illuminated by the brick itself. As visitors move deeper into the store, the light becomes more intense<\/strong>, eventually forming a stylized sun visible from Spring Street<\/strong>. At the back of the store, the Majlis Lounge<\/strong> offers a soothing interpretation of Omani hospitality with soft textures, natural fabrics, and muted golds that create an intimate setting.<\/p>\n <\/p>\n <\/p>\n This is the focus of this new project: to invite visitors to discover craftsmanship on a human scale<\/strong>, but also a beauty born of contrast and an art of storytelling that transcends borders, both literally and figuratively<\/strong>, 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.<\/p>\n <\/p>\n The concept behind Brickfield is in line with the continued geographical expansion of Amouage<\/b>, which has around fifteen<\/b> highly experiential owned stores<\/b> around the world, each with its own unique identity, as well as a presence in nearly 1,000 shop-in-shop outlets<\/b> (department stores, concept stores, etc.). The arrival of the L’Or\u00e9al group as a shareholder last February<\/strong> should accelerate its internationalization<\/strong>. Although not officially mentioned by the beauty giant, this minority stake would value the Omani company at \u20ac3 billion.<\/strong><\/p>\n <\/p>\n![\"SoHo](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/SoHo-Brickfield-5-683x1024.jpg\" "\\"SoHo")
Interior of the Amouage SoHo Brickfield boutique, featuring a duality of materials combining mineral and metal \u00a9 Amouage<\/p>\n![\"SoHo](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/SoHo-Brickfield-3-1024x683.jpg\" "\\"SoHo")
The Majlis Lounge, an intimate conversation area at the back of the Amouage SoHo Brickfield boutique \u00a9 Amouage<\/p>\n