Traveller's Welcome: Amouage Visitor Centre, Muscat

📷 Amouage Factory and Visitor Centre has become a must see attraction for visitors to Muscat.

Oman based Amouage is the Middle East's first international luxury brand. Born from its core fragrance offer and incorporating local Frankincense, the offer has expanded to include home and accessories.

Amouage commissioned JHP to design a new visitor centre and factory at their headquarters in Muscat in 2012. JHP Design's - a London based Retail Design Consultancy - journey with the growth of Amouage has taken it from concessions, to stand alone stores and ultimately to the creation of the fantastic new factory, visitor centre and retail space. The new centre in Muscat integrates perfume production, a working factory, offices, a visitor centre and a very sophisticated shopping experience. Such is its success, the Amouage Factory and Visitor Centre has become a must see attraction for visitors to Muscat and is very much the home of the brand.

Amouage (owned by the Omani Royal family, the brand is now a truly international business with shops and accounts in 52 countries) and JHP worked on the project for more than five years with a remit that included the centre’s architecture, visitor experience, landscaping, and retail design.

📷 JHP Design consciously paired back many conventional retail and display strategies.

As the Amouage brand grew internationally, and with more and more people visiting Oman, more people became exposed to the brand. It was a natural decision to expand the home of the brand – its factory. The design of the a new building was to enable the business to increase its production to 20,000 bottles per week from the current 8,000 as well as to provide a memorable experience for tourists and visitors to be educated in all aspects of perfume creation.

📷 JHP paired back many conventional retail and display strategies and displayed the product in glass boxes in an environment more akin to an art gallery than a retail store.

The factory’s design was influenced by the brand itself. The Amouage brand palette was taken into the more industrial aspects of the factory. It was expressed liberally in the more luxurious aspects of the visitor centre and by way of a slight diversification in a minimalist way it is employed in the retail gallery. JHP consciously paired back many conventional retail and display strategies and displayed the product in glass boxes in an environment more akin to an art gallery than a retail store.

📷 The visitor centre has lead to the greater contribution to visitors’ understanding of the various stages of perfume manufacturing.

The main challenge arose from the complexity of managing a design programme which was based around the construction of a new building on an existing facility which included live buildings such as Amouage’s offices and original factory. The existing factory carried on in operation before it was part demolished and part integrated with the offer. The second issue was in meeting the client’s aspirations for the building to be of the highest international standard, juxtaposed against the capability of local manufacturing and sourcing of materials. In order to overcome this, JHP undertook an extensive briefing process with the local implementation team and researched endless alternatives and sourcing outlets for key materials and finishes.

📷 Understanding of the various stages of perfume manufacturing, from ingredient maceration to bottling and packaging as well as explaining the perfume extraction process.

The highlight would probably be the success of JHP’s work with Amouage. The retail offer, factory and visitor centre is the showpiece the Amouage’s growing retail presence. It has greatly contributed to the brand’s growing reputation as one of the world’s most highly respected perfume houses. It has also lead to the greater contribution to visitors’ understanding of the various stages of perfume manufacturing, from ingredient maceration to bottling and packaging as well as explaining the perfume extraction process.

📷 The Amouage factory and visitor centre has firmly established itself as a true retail destination and ‘must visit’ attraction for all visitors to Muscat.

According to Amouage’s CEO David Crickmore, the retail and factory facility has given Amouage the capacity to produce and sell its products at its current location for at least the next ten years. The Amouage factory and visitor centre has firmly established itself as a true retail destination and ‘must visit’ attraction for all visitors to Muscat.

 Source: SBID, Amouage, JHP Design

 

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