Amouage Returns to Its Roots with Historic Flagship Reopening

Dubbed "The Sacred Tree," the newly renovated Amouage flagship boutique in Muscat features a two-floor glass facade and monumental seven-meter wooden frankincense tree sculpture at its center. Courtesy Amouage

Step inside the newly redesigned Sabco Centre boutique in Muscat, where a towering frankincense tree sculpture and Omani heritage converge to honor four decades of perfumery excellence.

Amouage, the prestigious fragrance house founded in the Sultanate of Oman, has unveiled the transformation of its original retail location at the Sabco Centre in Muscat. The flagship, which first opened forty years ago, has undergone an eighteen-month overhaul that artfully bridges the house’s storied past with its bold vision for the future. With an architectural redesign imagined by Chief Creative Officer Renaud Salmon and realized by Héroine Paris, the boutique merge heritage-inspired craftsmanship with an arresting modern aesthetic, illustrating the company’s commitment to celebrating its roots during a period of unprecedented global growth.

The Sabco Centre, built in 1985, was Oman’s first modern shopping mall. From the beginning, it served as a symbolic gathering point for local and international connoisseurs of luxury. According to Sayyid Khalid bin Hamad Al Busaidi, Amouage’s Chairman, this reopening not only commemorates the brand’s origins but also pays homage to the pioneering spirit of Oman’s commercial history. He recalls how the Sabco Centre boutique was the setting for Amouage’s first foray into retail, an emblem of the nascent house’s vision to bring Omani artistry to the wider world. Four decades on, the revamped store stands as a testament to how far the company has come, while retaining the essence that first captivated customers from across the globe.

The new design is characterized by a striking double – height crystalline glass façade, within which visitors encounter a sculptural representation of a seven – meter – tall frankincense tree crafted by Ouvrage Paris. Salmon, who drew inspiration for this installation from his many visits to Wadi Dawkah, wanted to evoke the raw beauty and mysticism of frankincense, a material integral to Amouage’s perfumery tradition. The tree’s trunk, composed of sleek and powerful lines, commands the space with the gravitas of an ancient Omani landscape, all while conveying a sense of modernity that resonates with the brand’s forward-thinking spirit. Materials like dark oak, polished black stainless-steel bras, and gold leaf accents converge in what Amouage describes as a “refined 21st – century brutalist patchwork”, setting the tone for an environment that celebrates contrast, innovation, and heritage.

The flagship features Amouage’s full range of fragrances in addition to luxury body products. Courtesy of Amouage

Beyond its captivating design, the boutique also incorporates an intimate “majlis” or living room area for bespoke perfume rituals. This reflects a key component of Omani culture: the tradition of gracious hospitality offered to guests. In this private space, visitors can explore the house’s rick olfactory heritage, delve into fragrance consultation, and discover custom-blending opportunities that exemplify Amouage’s unwavering dedication to Artisanal excellence.

The flagship reopening arrives at a moment when Amouage is concluding its Odyssey Collection of Perfumes. This series has taken shape over five years, beginning in 2020 with ten evolving fragrances that include Meander, Ashore, Crimson Rocks, Search, and Guidance. The newest additions, Decision and Experience, were conceptualized by Salmon during a climb up Jebel Shams, Oman’s highest mountain. Both scents were composed by perfumer Quentin Bisch, who translated Salmon’s vivid impressions of the rugged summit into two contrasting olfactory experiences. Decision is a fresh woody aromatic scent that unveils an intense blend of bergamot, juniper berries, frankincense, and myrrh. Existence, a floral musky fragrance, layers delicate lily of the valley with frankincense, revealing a softer, more dreamlike sensibility. The bottle designs further reflect each scent’s character, with Decision clothed in a seagull – gray glass to signal resolute clarity and existence tinted in celadon to evoke an otherworldly gentle spirit.

Amouage’s commitment to quality is underscored by its “Manufacture in Muscat” ethos, in which every fragrance is formulated, blended, macerated, and bottled by hand on Omani soil. This meticulous approach – coupled with a drive to respect tradition while reaching new audiences – has been central to the brand’s success. In 2024 alone, Amouage reported a 30 percent increase in sales, surpassing global perfumery market growth rates. The Americans have proven especially responsive, recording a 61 percent surge in demand. Sales through the brand’s e-commerce platform grew by 54 percent following a redesign, while the network of 1,000 select points of sale and 17 dedicated boutiques worldwide has been instrumental in reinforcing the brand’s halo of exclusivity.

Amouage’s evolution is poised to continue with the help of a minority investment from the L’Oréal Group. This partnership is expected to scale the company’s reach while preserving the independent vision that has made Amouage a beacon of craftsmanship and cultural authenticity. In the coming year, the house plans to expand its Muscat headquarters, further develop local manufacturing facilities, and introduce new flagship boutiques in Rome, Riyadh, and Singapore. From its newly reimagined origins at the Sabco Centre in Muscat, the fragrance house is setting a course that honors its Omani heritage while championing innovation on a global stake.

For those seeking an immersive scent journey, the reopened Sabco Centre boutique in Muscat stands as both a pilgrimage site for devotees of perfumery and an architectural marvel that symbolizes the house’s proud roots. For the latest insights on Amouage’s handcrafted collections, as well as a closer look at the brand’s artistic milestones and evolving global presence, stay connected to HAYAT1ST, where luxury heritage and cultural discovery converge.