Amouage Soho Boutique

For the visual production of their new fragrance series, Amouage invited Mono Earth to develop a material-based collaboration rooted in earth.

The project evolves from making, to image, and into spatial installation.

Following the photoshoot, the rammed earth units were recontextualized as a spatial installation for Amouage’s Soho boutique in New York. As the brand’s new collection centered around the theme of earth, the pieces found a natural continuation within the retail environment.

Placed in the storefront, the works introduced a tactile and material presence into the urban setting, creating a direct encounter between visitors and earth. The installation attracted strong attention, resonating with the brand’s identity and extending the narrative beyond the image.

What began as a production element evolved into a permanent expression—bringing the material language of Cappadocia into the city.