27-03-2025
Amouage reopens flagship SABCO boutique
Paying Tribute to Tradition, Craftsmanship, and Artistic Expression
Muscat – In the presence of family and friends of the brand, Amouage, the Omani High Perfumery House reopened the doors of its flagship boutique at SABCO Centre in Muscat after 18 months of extensive renovations. Designed by Héroïne Paris as an ode to the House's storied legacy, the iconic new space now presents a two-floor-high crystalline glass façade that is home to a breathtaking artistic depiction of a majestic Frankincense tree in the Omani desert. The flagship comes on the heels of strong global growth and the opening of several Amouage locations around the world, including the US, China and the Gulf Cooperation Council (GCC) region.
A legacy reimagined
A place of origin, reimagined for a new olfactive era, the Amouage SABCO boutique is a cornerstone of the House's legacy. First opened in 1985, the boutique has long been a beacon of Amouage's vision, a space where craftsmanship and artistic expression have come together for four decades.
'This boutique holds profound significance not only to Amouage but to my family and to many people in Oman,' said Sayyid Khalid bin Hamad Al Busaidi, Chairman of the Board of Amouage. 'It was here at SABCO Centre that we launched Amouage's first boutique ever 40 years ago, and it was here that we built the first modern shopping mall in Oman in 1985, inaugurating a new era of shopping experience in Muscat. And today, the relaunch of the Amouage boutique is a tribute to our past and a testament to how far we have come. While the space has been completely transformed, its essence remains unchanged; a place where our passion for the art of perfumery will continue to thrive for generations to come.'
Perfumery architecture elevated to the level of art
The initiatory journey to the heart of Amouage begins right from the store's façade where transparent glass and monumental cream travertine slabs wrap the outside, juxtaposing with hand carved raw greige sandstone. At the epicenter of the space, the tranquil serene palette is abruptly interrupted by the geometric monumentalism of a seven-metre-high wooden tree, a contemporary sculpture custom-commissioned by Salmon: 'I was inspired by my numerous trips to Wadi Dawkah, as well as the rugged grandeur of the project. I enjoyed the idea of a totemic representation of a Frankincense tree, bringing a strong atmosphere, emotion, and visual gravitas through its uncompromising shape and size. We were conscious that it would be challenging to get rid of most of the non-structural elements of the building to open up the space for the giant tree to go through two floors but decided to be mindless to what is problematic… and we made it happen.'
The tree, which was commissioned by Renaud Salmon, Chief Creative Officer of Amouage, was designed by Héroïne Paris and hand-produced and engineered by Ouvrage Paris. It is part of the Amouage Art Project, which has seen the House partner with several Omani and international artists to commission or acquire art pieces around the world. The boutique is finished with luxe materials, including dark oak, polished black stainless steel, brass, and gold leaf touches, together in a refined twenty-first-century brutalist patchwork. Custom furniture by French designer and Bettencourt Prize winner Dimitry Hlinka completes the venue.
The Majlis: A place for rituals and reflection
Within the boutique lies the contemporary elegance of the Majlis; an intimate space where Omani hospitality unfolds, offering a setting for meaningful encounters and bespoke perfume rituals. Here, amidst dark wood panelling, curated objects, and luxurious seating, perfume connoisseurs are invited to discover the artistry behind each scent. Whether through one-to-one consultations, interactive masterclasses, or exclusive gatherings, the space explores deeper connections with the House's exquisite fragrances, transforming each visit into a personal and evocative experience.
Fast-Forward
The modern new space carries Amouage's full range of Eaux de Parfum, Extraits de Parfum, Essences, and Attars in addition to luxury body products. Visitors also have the opportunity to curate their very own Gift of Kings selection, choosing from hundreds of fragrances and leather case options.
'This reopening is a tribute to our origins and a bold step into the future,' expressed Renaud Salmon. With its SABCO flagship boutique once again open, Amouage continues to shape the future of High Perfumery. Across the Middle East, Europe, Asia, and the Americas, its boutiques have evolved into architectural interpretations of the House's ethos – each one a carefully curated space where fragrance, design, and craftsmanship intertwine.
