The house embodies the philosophy and spirit of Oman, which is rooted in generosity.
Renaud Salmon (translated from French)
The Omani hospitality valued by creative director Renaud Salmon is present not only in Amouage‘s fragrances, but also in the stores that welcome its customers. The starting point is the boutique at Muscat’s SABCO Centre. A sculpture of a frankincense tree rises through two floors, while a salon offers time to choose a fragrance at leisure, drawing visitors into the world of perfumery born in this land.
How the Stores Began
Amouage was founded in Oman in 1983. It began with the wish to create a special perfume as a gift for distinguished visitors. Its story took shape with fragrances for men and women composed by perfumer Guy Robert.
The first boutique opened at SABCO Centre in 1985. For Sayyid Khalid bin Hamad Al Busaidi, who would later become the brand’s chairman, it was also a place where family and business history met.
It was here at SABCO Centre that we launched Amouage’s first boutique ever 40 years ago
Sayyid Khalid bin Hamad Al Busaidi
The store reopened in 2025 after an eighteen-month renovation. The Paris design practice Héroïne set out to express Omani culture and new creative work while keeping the original address. The team had to resolve the architectural challenge of accommodating a large sculpture while making the space comfortable and practical for unhurried fragrance discovery.
The Thinking Behind the Stores
A Frankincense Landscape at the Heart of the Store
Salmon chose Oman’s frankincense tree as the centerpiece of the SABCO boutique. Inspired by repeated trips to Wadi Dawkah, he translated its presence into a symbolic sculpture.
a totemic representation of a Frankincense tree
Renaud Salmon
Rather than installing a living tree, the team created a seven-meter wooden sculpture. Designed by Héroïne and crafted and engineered by Ouvrage Paris, the tree spreads its branches across two floors. Frankincense, familiar as a perfume ingredient, becomes a towering presence that visitors must look up to take in.
A Majlis for Choosing a Fragrance
Beyond the eye-catching tree sculpture is a quiet place for conversation. The SABCO boutique’s Majlis is a private lounge drawing on Oman’s culture of hospitality. Individual consultations give visitors time to learn how the fragrances are made and what distinguishes them.
The design allows viewing the sculpture, trying perfumes, and talking about them to flow into one another. The experience continues beyond the monumental form, with a place further inside where customers can settle in. The generosity Salmon describes appears not only in the richness of the space, but also in the time devoted to each visitor.
Stores to Visit
The SABCO Boutique in Muscat
The frankincense tree can be seen through the glass from outside. The two-story facade combines transparent glass, pale travertine, and roughly carved sandstone. The contrast between the weight of the stone and the lightness of the glass draws the eye toward the sculpture within.
Inside, visitors can explore the fragrance collections and spend time in consultation in the Majlis. Muscat is also home to the manufacture and visitor’s center, but SABCO carries forward the history of Amouage’s first store.
The SoHo Flagship in New York
The SoHo flagship on Spring Street, which opened at the end of 2025, brings Oman’s landscape into dialogue with another city. Héroïne’s Brickfield concept grew from the idea of connecting the red earth of Tanuf in Oman with Manhattan’s metallic light.
A rippling wall of red brick runs through the long, narrow interior. Champagne-colored metal panels reflect the light, and perfumes are displayed on red marble tables. A luminous sun-like feature at the back is visible from the street, drawing visitors inside. Further back, a Majlis offers a place to step away from the city’s activity and talk about fragrance.
The Petite Boutique in Meatpacking
There is another, smaller store to visit in New York. The Petite Boutique concept began on Prince Street in 2024 and moved to Washington Street in the Meatpacking District after the SoHo flagship opened.
Here, rough stone and earth are combined with colorful resin and metal. Designed by Claude J. Chaize, the space uses melted-looking pewter sculptures to display the fragrances. Where SoHo offers red brick and expanses of light, the appeal of this smaller store lies in experiencing the textures of its materials up close.
