Amouage Zhang Yuan

In the heart of Shanghai’s historic Zhang Yuan district, Paris-based agency Héroïne has redefined luxury retail with The Sillage, a flagship boutique for High Perfumery House Amouage. Set within a protected 140-year-old building, the project is a striking blend of heritage and futuristic expression—offering a deeply immersive, sensorial journey rooted in Omani maritime mythology.

Héroïne conceived the space as a contemporary fable, drawing inspiration from the legend of Sindbad the Sailor. A sculptural black-and-gold façade marks Amouage’s first intervention at an architectural level—transforming the street presence with light, geometry, and anticipation. Inside, kinetic fragrance displays mimic the rhythm of ocean tides, while coral-inspired sculptures, a suspended wooden dhow hull, and caustic light projections compose a dreamlike underwater world.

The boutique is entirely plastic-free, crafted from locally sourced stone, wood, metal, and glass. Even the sculptural turquoise ceiling—made of thin metal blades—was assembled on-site to reduce environmental impact. Héroïne avoided all temporary POS displays, designing a space where architecture alone glorifies the product.

Functionally, The Sillage balances drama and intimacy. It accommodates large flows of visitors without losing its emotional tone, offering soft Ghost chairs, interactive rituals, and future bespoke services. More than a store, it’s a slow, poetic brandscape—anchored in story, precision, and spatial choreog