There are threads between Oman and Saudi Arabia that run deeper than borders. They stretch across dunes, across centuries, across the quiet spaces where only wind and incense speak. One of those threads is the Khejri tree, a symbol of patience and survival in harsh landscapes. Its roots reach deep into the desert, much like the ancient incense routes that once carried frankincense from Dhofar to the crossroads of AlUla. These were the roads along which traders, storytellers, and cultures met, leaving behind a trail of scent that shaped the history of the Arabian Peninsula.
This year, Amouage draws from that shared history in two distinct ways. In Riyadh, the House introduces its new boutique in the Solitaire Mall, shaped around the idea of ‘Still Growth’. In AlUla, it opens an ephemeral Frankincense Lounge as a part of The Incense Road Experience. Together, the projects create a story about heritage, connection, and the importance of remembering how scent travels.
THE NEW BOUTIQUE
Inside Solitaire Mall, Amouage’s new boutique feels calm from the moment you step in. The design is inspired by the Khejri tree and its ability to survive in unforgiving terrains. Branchlike structures rise from the architecture. A quiet canopy marks the entrance. The space unfolds gradually, with soft light, controlled textures, and a sense of upward movement.
Roots appear along the walls and connect to shifting ferrofluid screens. It is subtle, not theatrical. The boutique invites you to focus on fragrance without distraction, grounding Amouage’s Omani identity while speaking to Riyadh’s momentum.
REVISITING ANCIENT TRADE ROUTES IN AL ULA
Along the narrow alleys of the Old Town, Amouage has opened its ephemeral Frankincense Lounge as part of The Incense Road Experience. Here, history is not simply displayed but lived. AlUla has always been a crossroads on the ancient incense caravan routes, where goods, ideas, and rituals moved between civilisations. Today, that same spirit guides the collaboration between Amouage and AlUla Moments.
The Incense Road Experience is a 90-minute immersive journey set in the heart of AlUla’s Old Town. It was created to bring the region’s history to life through a mix of live performance, atmospheric design, and interactive storytelling. The route leads visitors through a maze of restored mud-brick houses, each space revealing a different chapter of the ancient incense trade that once connected Dhofar, AlUla, and the wider world.
The experience uses technology, scent, sound, and theatre to recreate what it felt like to travel along the old caravan networks. Visitors encounter actors, artisans, and installations that echo the rhythms of everyday life on the trade route. It frames AlUla not as a static archaeological site, but as a place shaped by movement, exchange, and cultural layering.
In essence, The Incense Road Experience is AlUla’s way of reanimating its past. It lets you walk the same paths traders once followed, while placing modern storytelling at the center of an ancient narrative.
AlUla’s Incense Road Experience is already known for its immersive storytelling. Adding the Frankincense Lounge brings depth through a single, elemental ingredient that shaped centuries of cultural exchange.
The Amouage Frankincense lounge pays tribute to Wadi Dawkah, a forest of frankincense trees in southern Oman and one of the four landmarks of the UNESCO-listed Land of Frankincense. Since 2022, Amouage has served as its guardian, establishing ethical and transparent sourcing processes while protecting the land where Boswellia sacra trees have been tapped for millennia.
Within the lounge, visitors explore the biology and heritage of frankincense, discovering how this resin shaped perfumery, ancient trade, and healing traditions. It is a journey that blends science with storytelling, pairing tactile exploration with the ambience of AlUla’s living heritage.
The experience concludes with an interactive perfume test that leads each guest to one of six Amouage frankincense-based fragrances. The final note becomes a personal memory, a scented souvenir from a place where past and present intertwine.
The House remains rooted in Oman, yet its perspective extends across the region, connecting ancient routes to modern experiences with a steady, thoughtful hand.
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