Muscat Duty Free partners with Amouage for airport-wide brand takeover
This grand activation positions Amouage as a central figure in Muscat International Airport’s travel retail landscape, offering passengers a memorable and immersive experience.
OMAN – Amouage has made an impact at Muscat International Airport with a comprehensive brand takeover in collaboration with Muscat Duty Free, timed to celebrate Omani National Day.
The activation showcased Amouage’s OPUS XVI Timber fragrance, transforming the airport into a sensory-rich environment that guides passengers from check-in to departures, immersing them in spaces inspired by the natural elements behind Timber.
The campaign reimagined key airport touchpoints, starting with a large digital reveal on the departures ramp, followed by a dedicated pop-up at check-in.
Airside, a brand installation at the airport’s Media Drum and additional pop-ups at each pier gate further integrated digital and physical elements, creating a continuous narrative around OPUS XVI Timber’s natural-inspired story.
Muscat Duty Free CEO Renat Rozpravka stated, “This airport takeover allowed us to shape the passenger journey through an experience that travellers could connect with at every stage.
“It showcased the strength of a remarkable local brand and demonstrated how the story of Amouage can be brought to life in a way that is engaging, contemporary and aligned with our vision for modern travel retail.”
Cultural elements were woven into the experience, with traditional music and live performances over two days, reinforcing Omani identity and enhancing the brand’s local resonance.
The activation was supported by an Out of Home (OOH) advertising campaign, amplifying the reach and impact of the brand takeover.
Muscat Duty Free stated that the campaign reflects its strategy of leveraging the airport as a unified experiential platform, seamlessly blending cultural identity with modern retail expression.
Meanwhile, Amouage recently reported record-breaking retail sales exceeding USD 300 million for the first nine months of 2025, marking a remarkable 73% growth compared to the previous year.
Notably, sales of the high-value Exceptional Extraits collection surged by over 2.7 times, the Guidance franchise grew more than 2.5 times since its 2023 launch, and the Odyssey Collection doubled in sales, spurred by award-winning perfumes like Decision and Existence Eaux de Parfum.
Geographically, Amouage achieved robust growth across all key markets: the Middle East and Africa led with a 96% increase, followed by Europe with 71%, and the Americas with 61%.
The brand’s physical boutiques delivered a 59% like-for-like sales uplift, while online sales more than doubled, driven by strong social media engagement and digital content creation.
Travel Retail also contributed significantly, with sales increasing by 83%.
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