Perfume meets retail theater

From Oman: the house of Amouage opened a perfume bar in Oman, complete with inverted perfume bottles, bar-style seating, and knowledgeable perfume baristas who decant 25 ml perfume pegs for customers. Now that's retail theater!

The Amouage perfume brand is available in 26 countries worldwide and is reputed to be the most valuable perfume in the world. No wonder then that when the fragrance company recently decided to open a new store, it turned out to be nothing short of spectacular. Borrowing elements from regular bars, Amouage’s ‘perfume bar’ in Muscat City Center, Oman, offers inverted perfume bottles, bar-style seating, and knowledgeable perfume baristas who decant 25 ml perfume pegs for customers. Extra DORMANDISE twist: the perfumes on sample and sale are all discontinued Amouage brands, like Ubbar or Silver Crystal, which adds to the exclusivity, discovery and experience. The bar is already a runaway success, which is why a second branch will open soon, in Sabco Centre at Qurum. No word on international expansion, but that has never stopped any of the eager entrepreneurs (that would be YOU) who read this newsletter! Oh, and besides perfume bars and wine-jukeboxes (see below), which other retail-theater concepts can you come up with to boost your brand experience?