Amouage

For guests visiting the House’s suite at the Carlton Cannes during TFWA World Exhibition & Conference, Amouage created a bespoke gift inspired by its world of High Perfumery and the traditions of Omani hospitality.

The curated selection featured keepsakes and experiences. The new Amouage House Book, offered a photographic exploration of the House’s creations, ingredients, and Omani heritage. Meanwhile, dates from the Sultanate, tea infused with Bergamot and Rose, and Frankincense popcorn brought a taste of Oman to the collection.

A specially designed card game featured illustrations representing some of the House’s most iconic perfumes and Attars through their ingredients, stories, and distinctive symbols. Created to be enjoyed with family and friends, it reflects the spirit of Omani hospitality and the tradition of bringing people together.

Photography by Thibault Flament

At Amouage’s dedicated space at Hyundai Apgujeong in Seoul, inspiration comes from Oman’s desert landscape, with its natural contours and warm, earthy tones incorporated into the design.

The setting offers an opportunity to discover the House’s world of High Perfumery and experience a little piece of the Sultanate in South Korea.

Amouage unveils its personalised ephemeral space at Hyundai COEX, spotlighting the House’s Omani heritage and High Perfumery creations in South Korea.

Taking inspiration from Decision 42 and Overture 41, the latest additions to the Exceptional Extraits collection, the space draws on the colours and design cues of the two creations.

Spotted in the South of France. Amouage takes over Nice Côte d’Azur Airport celebrating the House’s world of High Perfumery.

Editing by WILDVERTISING
Photography by Thibault Flament

For Overture 41, a rich amber hue glows from within the flacon.

The inner lacquering is visible through the glass, creating a sense of depth and luminosity while recalling the tones of the original Eau de Parfum, Overture Woman. The bottle is framed by a sleeve featuring artwork by Belgian artist Louise Mertens, with touches of shimmering gold adding to its theatrical character.

Photography by Ateeb Ali

A grey hue appears to emanate from within the glass flacon of Decision 42.

The effect is achieved through an inner lacquering technique. The colour palette references the original Eau de Parfum, Decision, while the gradient lends the Exceptional Extrait a deeper, more dramatic appearance, symbolising the concentration of fragrance oils within the composition.

The sleeve features artwork by Belgian artist Louise Mertens, finished with a subtle gold shimmer.

Photography by Ateeb Ali

The sculptural resin blocks seen in the Exceptional Extraits campaign are the result of an experiment in capturing movement and colour in a solid.

Working with inks and epoxy resin, artist Thomas Vanz explored how the materials interact, creating intricate patterns and textures that are permanently suspended as the resin solidifies.

Each composition demanded its own palette and treatment, a process of experimentation to find a visual language that could capture the individual spirit of each of the creations in Amouage’s Exceptional Extraits collection.

Behind the scenes photography by Guilian Samuel Vandendaele

An Exceptional Extrait is not simply a more concentrated version of an existing fragrance.

When Amouage introduced the collection in 2020, the intention was to explore what a higher concentration could make possible creatively, rather than simply increasing the strength of an existing formula. Each composition is revisited with its perfumer, examining how individual ingredients behave at different concentrations and where new facets can be introduced. Some notes are enriched, others are rebalanced, and certain elements may be replaced entirely.

Discover Decision 42 and Overture 41, the latest additions to Amouage’s Exceptional Extraits, and the wider collection at Amouage Boutiques and Amouage.com.

Creative Direction: Thomas Vanz, .Caminoo,  
Production:  
Co-executive production: Thomas Savary
Photographer: Thomas Savary
Assistants: Quentin Leroy and Quentin Lefeuvre
Resin Sculptures: Thomas Vanz
Stone sourcing: Emilio Marchi
Set Design: 𝕸𝖊𝖑𝖎𝖘𝖘𝖆 𝖂𝖆𝖌𝖔-𝖑𝖆𝖑𝖆
Set Design Assistant: 𝙰𝙽𝙶𝙴𝙻𝙸𝙽𝙴 𝙰𝙻𝙶𝚁𝙰𝙸𝙽
Post production:  

For artist Thomas Vanz, the Exceptional Extraits became an exploration of what can be preserved and what is destined to disappear.

By solidifying his inks in epoxy resin, the artist found a way to “freeze what’s normally” fleeting, creating a dialogue between the permanence of the flacons and the transient nature of his work.

Each composition demanded its own palette and treatment, a process of experimentation to find a visual language that could capture the individual spirit of each of the creations in Amouage’s Exceptional Extraits collection.

Behind the scenes pictures by Guilian Samuel Vandendaele

The grey hues of Decision 42’s flacon nod to the original Decision, while the campaign imagery draws on the creation’s story of a juniper tree struck by lightning.

For the campaign, artist Thomas Vanz experimented with inks and epoxy resin, preserving fluid patterns and textures as a solid.

Behind the scenes photography by Guilian Samuel Vandendaele�Behind the scenes videography by Chris Alessi�Behind the scenes video editing by Thomas Savary