Food
JHP has designed a ‘beautiful stand-alone store’ in the heart of Milan for Middle Eastern luxury
brand Amouage. It is the latest store in a ten-year relationship between JHP 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. 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 handcrafted
fragrances is a natural fit in this lively street full of culture, and fashion.
A key challenge for JHP was the complex approval process inherent in the store’s historic
building.
JHP embraced the philosophy of the area and aligned the depth of the store with the external
arch of the building. Through clever planning and space usage, JHP’s creative team has
ultimately created an illusion of more space.
JHP’s Creative Director Raj Wilkinson commented ‘I love finding hidden spaces and exploring
them. We are very proud to have one of our projects in such a prestigious area’.
Designed by JHP, this new store, located on Via Fiori Chiari 7, alongside other high-end brands
like Hermes Paris, Mac and Louis Vuitton, offers the entire Amouage line, a limited edition
series and its latest releases Myths, Bracken and Lilac Love.
