Outdoor advertising company JCDecaux , through JCDecaux Oman and in partnership with Oman Airports, has rolled out an integrated and immersive brand experience for Omani high-perfurmery house Amouage at the Muscat International Airport.
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.
Bechir Chehab , Managing Director of JCDecaux Oman , said, “This 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. 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.”
Chehab added, “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.”
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 , CEO of Amouage , 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.”
Parsiegla added, “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.”
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 h…