An Evening to Inaugurate the Sacred Tree Flagship Boutique at SABCO Center

The House of AMOUAGE gathered to officially inaugurate its reimagined historical Flagship Boutique in the SABCO GROUP Center – the first Amouage boutique opened forty years ago in 1985. The evening immersed over 100 guests including key stakeholders, board members, loyal clients, revered representatives of the press and content creators with the newest Amouage space, titled ‘The Sacred Tree’ - an ode to the majesty of the Frankincense tree. The celebration commenced with speeches by Sayyid Aymen bin Hamad Al Busaidi, Vice Chairman of The Board of Amouage, as well as Marco Parsiegla, Chief Executive Officer of the House, recognising the importance of Omani heritage, the art and integrity of High Perfumery and the outstanding vision and renewal of the space. In attendance was also Rémi Le Druillenec, Cofounder and Chief Executive Officer of Héroïne, the design agency behind the boutique, who also welcomed the prestigious guests to immerse in the experience. "Amouage has never been about simply selling perfumes; it has always been about offering something deeply personal; an experience, a journey, a connection. What you see today, is a relection of this approach. Every element in our newly reimagined SABCO store has been carefully considered to enhance how our clients experience our fragrances. From bespoke sculptors to immersive spaces, we want every visit to feel meaningful." - said Marco Parsiegla. The reimagined flagship boutique in the SABCO Center is open to clients