OMAN. JCDecaux Oman has partnered with Omani luxury fragrance house Amouage and Oman Airports to deliver a large-scale brand activation at Muscat International Airport.
The project combines exclusive airport branding with two major suspended installations and extends Amouage’s presence into key passenger touchpoints, including the terminal’s entrance and exit doors.
The door branding draws inspiration from the material qualities of rammed earth and Oman’s natural landscape. JCDecaux Oman said integrating the treatment directly into these airport touchpoints takes the campaign beyond conventional media formats and embeds the Amouage identity into the passenger journey.
The initiative underlines the growing importance of travel retail to Amouage as the Omani High Perfumery House expands its international presence.
Amouage CEO Marco Parsiegla 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.
Click the YouTube link above to take a video tour of the Amouage advertising sites at Muscat Airport
“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.”
JCDecaux Oman Managing Director Bechir Chehab commented, “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.
“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.”
Technical feat
At the centre of the activation are two hanging installations, each weighing 1,900kg and suspended above the terminal floor. Their delivery involved structural calculations, bespoke engineering and coordination between Oman Airports and JCDecaux Oman’s technical teams.
JCDecaux Oman Operations Manager Mohammed AlMandhari highlighted the technical demands behind the execution.
“From the first sketches to the final installation, this project has been a true operational marathon,” he said. “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.”
As the exclusive commercial partner of Oman Airports, JCDecaux Oman oversaw delivery across the airport environment. Its role included securing the entrance and exit door branding, engineering and installing the suspended structures, and coordinating premium advertising assets throughout the terminal.
Oman Airports Acting CEO Haitham Nasser AL Taie said, “Muscat International Airport serves as the first gateway to the Sultanate of Oman for millions of travellers from around the world.
“From this perspective, we are committed to ensuring 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.”
The partners said the installation demonstrates the potential for airport Out of Home advertising to move beyond traditional media sites and become more closely integrated with the architecture and passenger experience.
JCDecaux Middle East and Africa CEO Martin Sabbagh said, “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.
“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.” ✈
