Amouage inaugurates its ephemeral Frankincense House at The Incense Road Experience in AlUla

Within the narrow, historical alleys of The Incense Road Experience in AlUla’s Old Town, AMOUAGE opened its ephemeral Frankincense House dedicated to Wadi Dawkah, a protected forest of #Frankincense trees located in southern Oman. This Frankincense House celebrates the historical connection between the Omani region of #Dhofar – one of the cradles of Frankincense – with AlUla, a major crossroad along the ancient network of caravan routes that carried this precious resin, along with other aromatics, across the Arabian Peninsula and beyond. The inauguration of the Frankincense House at The Incense Road Experience was attended by Sayyid Khalid Al Busaidi, Chairman of Amouage, as well as Dr. Abdulrahman Alsuhaibani, Vice President of Culture at The Royal Commission for AlUla and Mr Alayham Alghassani, Commercial Attaché of the Omani Embassy in the Kingdom of Saudi Arabia. For the first time, Amouage partners with The Incense Road Experience to curate its Frankincense House. By presenting the story of the tree sanctuary of Wadi Dawkah, the Frankincense House highlights the significance of the quintessential incense, Frankincense. This resin has been harvested for millennia from trees of the Boswellia genus, particularly Boswellia sacra, playing a central role in the history of perfumery. The visit of the Frankincense House concludes with an interactive perfume test, which guides visitors toward one of six Amouage Frankincense-based fragrances. This moment – a personalized scen