Project: Amouage

Design: JHP Design
Opening date: April 2017
Store size: 36 sq m

Middle Eastern luxury brand Amouage has opened a stand-alone store in the heart of Milan in Italy. It is the latest store in a 10-year relationship between design consultancy JHP Design and Amouage, and the newest incarnation of its ever-evolving concept. Owned by the Omani Royal family, the perfume and accessories house chose Milan's Artists' quarter, Brera, as a showcase for its fine ranges of eclectic fragrances.

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Besides the Brera Academy of Fine Arts and Brera Art Gallery, Brera houses numerous antique and art shops, restaurants and colourful street markets. Amouage's unique and selective collection of hand-crafted fragrances is a natural fit in this lively street full of culture and fashion.

One of the key challanges for JHP was the complex approval process inherent in the store's historic building. JHP embraced the philosophy f the area and aligned the depth of the store with the external arch of the building. Through clever planning and use of space, JHP's creative team has ultimately created an illusion of more space.

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'I love finding hidden spaces and exploring them. We are very proud to have one of our projects in such a prestigious area,' says Rak Wilkinson, JHP's creative director.

The new store is located in Via Fiori Chiari 7 alongside other high-end brands like Hermes Paris, Mac and Louis Vuitton.

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