Omani High Perfumery House Amouage is deepening its presence in Saudi Arabia with new Boutiques in Riyadh and an Ephemeral Frankincense Lounge in AlUla. Celebrated for its artistry and emotional storytelling, the brand has also inaugurated a temporary Frankincense Lounge in AlUla’s Old Town.
In Riyadh, Amouage unveiled boutiques in Solitaire Mall and Nakheel Mall, each designed as a cultural encounter rather than a retail space. At Solitaire Mall, the concept Still Growth pays tribute to the resilience of the Khejri tree, with sculptural branches, an architectural canopy and soft textures that echo the natural rhythm of growth and transformation. At Nakheel Mall, the boutique, Openings, draws inspiration from the architectural language of Najd. Triangular forms, inverted pyramid displays and a blend of sandblasted and polished surfaces reinterpret traditional Najdi facades through a modern lens. Together, both spaces express Amouage’s philosophy of presence with purpose, inviting slow discovery and a deeper connection with scent and place.
Further north, within the historic alleys of The Incense Road Experience in AlUla, Amouage inaugurated its ephemeral Frankincense Lounge dedicated to Wadi Dawkah, the protected forest of Frankincense trees in southern Oman. The lounge honours the ancient trade routes that once linked Dhofar with AlUla, celebrating a shared history shaped by the movement of precious resin across the Arabian Peninsula.
The opening was attended by dignitaries from Oman and Saudi Arabia, underscoring the cultural significance of the collaboration. Visitors journey through an immersive experience that highlights the biology, history and spiritual legacy of Frankincense, culminating in a personalised scent test featuring six Amouage fragrances based on this treasured ingredient. The lounge forms part of The Incense Road Experience, a ninety-minute multisensory exploration that recently earned Best Arts and Culture Event at the 2025 Saudi Event Awards.
Since 2022, Amouage has served as custodian of Wadi Dawkah through an agreement with the Omani Ministry of Heritage and Tourism. This partnership enables the House to develop the site responsibly and to promote ethical and transparent Frankincense sourcing while protecting one of the most important ingredients in perfumery.
From Riyadh to AlUla, Amouage continues its thoughtful journey across the Kingdom, creating spaces and experiences that honour heritage, embrace nature and celebrate the enduring beauty of scent.
