JCDECAUX OMAN BRINGS AMOUAGE’S AMBITIOUS VISION TO LIFE AT MUSCAT INTERNATIONAL AIRPORT

Technical Expertise and Partnership with Oman Airoprts Deliver an Integrated Brand Experience at Oman’s Gateway

JCDecaux, the number one outdoor advertising company worldwide, through JCDecaux Oman, has delivered a landmark collaboration with Amouage, the Omani High Perfumery House, in partnership with Oman Airports. The project brings an immersive, large-scale brand presence to Muscat International Airport, combining JCDecaux’s technical expertise, operational capabilities and long-standing partnership with Oman Airports.

THE POWER OF PLACE

Muscat International Airport welcomes millions of international travelers each year, including business leaders, heads of state and luxury travelers. For JCDecaux Oman, the airport provides a powerful environment for brands to engage international audiences through carefully integrated out-of-home experiences.

Marco Parsiegla, Amouage CEO said, “Travel retail has become an increasingly important point of discovery for Amouage as the House continues to deepen its presence across key international markets. Our approach, however, remains highly selective. We look for locations where the context, the audience and the quality of expression are right for the House.”

He went on to add, “Muscat International Airport holds a distinct place within that strategy. It brings an international travelling audience to Oman, the country from which Amouage draws so much of its identity, craftsmanship and creative language. That gives us the opportunity to introduce the House in a setting where its Omani origin has particular relevance, while engaging clients who increasingly encounter Amouage as a global name in High Perfumery. The scale of this project takes that idea further, creating an encounter with the House that is unusually complete for an airport environment. It is a strong example of what travel retail can become when the setting, the creative ambition and the execution are all considered with the same level of care.”

A NEW LEVEL OF PRESENCE AT THE GATEWAY

The entrance and exit doors of Muscat International Airport now feature exclusive Amouage branding inspired by the material language of rammed earth and the natural landscape of Oman. In a move rarely seen in airport advertising, JCDecaux Oman, through its partnership with Oman Airports, integrated the branding directly into these key airport touchpoints, extending Amouage’s presence beyond conventional media formats and into the physical passenger journey itself.

“This first‑of‑its‑kind project gave our teams the opportunity to push beyond conventional out‑of‑home formats and reimagine how a brand can become part of the airport environment itself,” said Bechir Chehab, Managing Director of JCDecaux Oman. “Working closely with Amouage and Oman Airports, we combined exclusive media opportunities with significant technical and operational expertise, delivered glocally. The scale and complexity of the project demanded meticulous planning, close coordination and an uncompromising attention to detail at every stage.

We are extremely proud to see such an ambitious project come to life here in Oman. It reflects what can be achieved when strong partnerships, creative ambition and technical expertise come together. I would also like to extend my sincere thanks to the management of Oman Airports and to Amouage for their trust and support throughout this journey.”

MONUMENTAL DESIGN, ENGINEERED GRANDEUR

At the visual and technical core of the activation are two monumental hanging installations, each weighing 1,900 kg and suspended above the terminal floor. Their delivery required rigorous structural calculations, bespoke engineering solutions and close coordination with Oman Airports and JCDecaux Oman’s technical teams to ensure safety and precision.

“From the first sketches to the final installation, this project has been a true operational marathon,” said Mohammed AlMandhari, Operations Manager at JCDecaux Oman. “Our role was to turn an ambitious vision into a safely delivered reality, coordinating closely with Oman Airports, our supplier and technical teams. Together with our HSE officer, we ensured that each phase met the highest safety standards while keeping ESG compliance at the core of our execution.”

DELIVERING THE EXTRAORDINARY

As the exclusive commercial partner of Oman Airports, JCDecaux Oman led the delivery across the airport environment, from securing the exclusive branding of the entrance and exit doors to engineering and installing the hanging structures and coordinating premium assets throughout the terminal. The project demonstrates how JCDecaux Oman’s infrastructure, operational expertise and partnership model can translate an ambitious creative vision into a fully integrated airport experience.

Haitham Nasser AL Taie, Acting CEO of Oman Airports, said: “Muscat International Airport serves as the first gateway to the Sultanate of Oman for millions of travelers from around the world. From this perspective, we are committed to ensuring that the passenger experience reflects the Sultanate’s authentic identity and renewed ambition. This collaboration with Amouage and JCDecaux Oman demonstrates how airport spaces can be used in innovative ways to enrich the passenger experience, while at the same time showcasing the presence of an Omani luxury brand that has successfully carried the name of Oman to global markets.”

A NEW LANGUAGE FOR LUXURY OUT-OF-HOME

The Amouage airport activation reflects how leading brands can engage audiences in physical space through more integrated forms of out-of-home. For JCDecaux Oman, the collaboration demonstrates how exclusive branding and monumental design can become part of the passenger journey at Muscat International Airport, delivered in close partnership with Oman Airports.

“Having worked across markets worldwide, I believe the most impactful projects are those that combine global expertise with a deep understanding of the local environment,” said Martin Sabbagh, CEO of JCDecaux Middle East and Africa. “The transformation at Muscat International Airport is a compelling example of this glocal approach, bringing together JCDecaux’s international experience, our strong partnership with Oman Airports and Amouage’s distinctive identity to create an experience that is both globally relevant and deeply rooted in Oman.

This achievement reflects the collaboration, trust and meticulous attention to detail of our partners at Oman Airports and Amouage, as well as the dedication of the JCDecaux teams and everyone involved. We are proud to have delivered a project of such ambition and quality in Oman.”

ABOUT AMOUAGE

Amouage is an Omani High Perfumery House renowned for creating some of the most finely crafted perfumes in the world. Founded in the Sultanate of Oman in 1983 to be ‘The Gift of Kings’, the House has redefined the Arabian art of perfumery and garnered a global reputation for bringing innovative modernity and true artistry to all its creations.

Masterfully paying tribute to its heritage, Amouage is a unique fusion of East meets West that defines avant-garde opulence. Today, it expresses the contemporary majesty of Oman, a historic trading centre for frankincense around the globe, with arresting and alluring collections that speak to a sophisticated, confident, and well-travelled discerning clientele who seek something compellingly precious, extraordinary and personal, every day.

Amouage creations have charmed a global audience and are now available in close to 100 countries around the world. The House’s international presence encompasses 32 standalone boutiques in Oman, the UAE, the US, China and Malaysia as well as a highly selective network of approximately 1,500 of the world’s finest department stores, perfumeries, and airports.