Aromatic Interviews

Heroine Brand Experience Agency: Leading Creativity in Redefining Brand Experience

In a world where competition among brands continues to intensify, Heroine Brand Experience Agency stands out as a leader in delivering innovative experiences that elevate brand interaction with their audiences. The agency combines creativity with strategic vision to craft impactful stories that leave a lasting impression. In this interview, we will highlight the agency’s unique approach and core principles, exploring its role in redefining the concept of brand experience.

Questions answered by Heroine co-founders Remi Le Druillenec and Quentin Obadia.

To begin with, could you introduce your company? Where did it start, what are its goals and ambitions, and what sets it apart?

Remi Le Druillenec: Heroine was founded in 2020 by myself and Quentin Obadia, designer and Artistic Director in high jewellery. We are a Design and Consulting Brand Experience Agency based in Paris. The agency is built around a cornerstone: the R.O.X.™ method, for ‘Return On eXperience’. Since its creation, Heroine worked with major Maisons such as Cartier, Chanel, Bottega Veneta, FRED and Moet & Chandon.

How would you describe the relationship between the world of perfumery and the fields of architecture or interior design?

Quentin Obadia: Perfume, much like architecture and interior design, is an art of composition _ a delicate balance of elements that evoke emotions and tell stories. Both disciplines aim to create immersive worlds, where the invisible becomes tangible and the ephemeral takes form.

In perfumery, every note plays a role, layering complexity and depth; in design, each material, line, and texture contributes to a cohesive narrative. The connection lies in their shared purpose: to create memories, to inspire wonder, and to awaken the senses. It’s this intersection of the sensory and the spatial that transforms a boutique into a world of discovery, as vibrant and evocative as the fragrance it houses.

Could you briefly share the inspiration behind some of boutiques designed for Amouage? How did Omani culture, heritage, and the legacy of Amouage contribute to the creation of these designs?

Remi Le Druillenec: Omani culture and heritage are a boundless source of inspiration for Amouage’s boutique concepts. From the intricate textures of local craftsmanship to the warm elegance of Omani hospitality, every detail pays homage to the nation’s rich traditions. This deep well of inspiration allows us to craft a unique narrative for each boutique, transforming them into chapters of a larger story _ an evolving myth that reflects both the brand’s essence and Oman’s soul.

Amouage’s retail strategy is built on three pillars:

1.Added Emotional Value: The boutique experience is a sensory journey that goes beyond aesthetics, appealing to emotions and senses. Architecture, materials, and discovery paths are designed to immerse visitors in the Maison’s inspirations. From interactive olfactory tools to authentic moments with advisors, each boutique creates a space where visitors feel, discover, and connect on a personal level.

2.Collectible Experience: Each boutique is conceived as a unique, non-replicable destination, telling a different story that builds the brand’s myth. This “Collectible Experience” approach transforms the retail network into a journey of exploration, with each boutique offering new perspectives on Amouage and Oman.

3.Programmable Retail: To sustain interest and surprise, boutiques are designed as evolving spaces equipped with tools for renewed content. From narrative window displays to curated counters and bespoke audio _ visual storytelling, each boutique remains dynamic and engaging, offering visitors fresh ways to rediscover the brand.

Mall of Oman _ The Eclipse
Mall of Oman _ The Eclipse

● Mall of Oman _ The Eclipse: A celestial celebration of Oman’s magical twilight hour, symbolized by a central mineral sphere and a radiant halo. This boutique captures the suspended beauty of time standing still.

Mandarin Oriental Muscat _ Cloudway Ascension
Mandarin Oriental Muscat _ Cloudway Ascension

Mandarin Oriental Muscat _ Cloudway Ascension: A poetic ascent through imagination, with cloud-like elements guiding visitors to higher realms, celebrating Oman’s hospitality in a serene, dreamlike atmosphere.

Harrods Temporary Boutique _ The Crescent Window
Harrods Temporary Boutique _ The Crescent Window

● Harrods Temporary Boutique _ The Crescent Window: A tribute to the art of perfumery, featuring an interactive discovery tool that recreates the alchemy of fragrance. Materials like oak wood and hexagonal ceramics evoke the craftsmanship behind Amouage’s creations, transforming the boutique into a tactile and visual masterpiece.

Have you ever drawn inspiration for a design from a fragrance? If yes, what was the fragrance, and how was it translated into an architectural masterpiece or a unique interior design?

Quentin Obadia: Yes, with The Essences. Each fragrance embodies the art of meticulous craftsmanship: a six-month aging process enriched with sandalwood chips and oak wood barrels, creating an intricate, layered olfactory journey. This dedication inspired spaces that narrate this story with elegance. At Harrods, the interactive discovery wheel visually recreates the alchemy of The Essences, as liquids blend seamlessly, inviting meaningful exchanges between the customer and the advisor. Materials like oak and hexagonal ceramics, echoing the barrels, adorn the boutique, while sensory trays guide visitors through the materials that define The Essences. Each element resonates with the deep connection between design and olfactory mastery.

Does Eastern and Islamic architecture play a role in your designs? What do you admire most about it?

Quentin Obadia: Eastern and Islamic architecture serves as a boundless source of inspiration. Its harmonious balance between geometry and fluidity, light and shadow, tradition and innovation, mirrors the landscapes and heritage of Oman, where Amouage takes root. Through these designs, we honor the spiritual serenity and intricate patterns that reflect the brand’s origins while seamlessly blending with the unique characteristics of each new location. “This duality _ rooted in history, yet forward-looking _ guides our creations”.

Have the ingredients of Amouage perfumes influenced the designs of its boutiques? Which ingredients stood out to you, and how were they integrated into the designs in one way or another?

Quentin Obadia: Absolutely. Ingredients such as oak, sandalwood, stone, and rose are not merely elements of scent but are also the essence of our designs. For instance, in the boutiques, a gradient testing tray visually recounts the creation of The Essences, from the richness of oak to the delicacy of roses. The use of natural materials like sandalwood and stone creates tactile and visual continuity between the fragrances and their environment, inviting visitors into a space where each design choice tells a fragrant story.

How do you see the future of architecture and interior design amidst the astonishing advancements in artificial intelligence?

Remi Le Druillenec: The future of design lies in the subtle harmony between technological innovation and human-centric experiences. At Héroïne, we believe that AI and technology must remain invisible to the client, seamlessly integrated into the journey as a supportive presence rather than a focal point.AI can act as a silent partner, collecting data online to tailor the pre-visit experience, helping clients plan their boutique journey, and empowering sales advisors to build genuine, personalized relationships with visitors. The goal is not to replace human connection but to enhance it, ensuring each interaction feels intuitive and authentic.In this vision, technology becomes the unseen architect of possibilities, enabling spaces that adapt to emotions, anticipate needs, and deliver experiences imbued with meaning. It is through this balance of poetry and pragmatism that the future of design will unfold _ where innovation serves the art of storytelling and connection, amplifying the human touch in every detail.

“In conclusion, it is clear that Heroine Brand Experience Agency is not just a design agency, but a creative and strategic partner that helps transform brands into inspiring and dynamic experiences. Through its strategic vision and innovative approach, the agency continues to make a lasting impact in the world of luxury retail. The future of exceptional brand experiences remains promising in the hands of its dedicated team.

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