Dhofar has long been an inspiration for the Omani High Perfumery House, Amouage, be it the frankincense trees, the Khareef season, the landscape, or the sea. So it should come as no surprise that the brand has opened its first standalone boutique in Dhofar at Wafa Walk, Salalah, expanding its presence in southern Oman and bringing its signature collections closer to a region that has long shaped the House’s identity. Inspired by elements that define Dhofar, the new Amouage boutique draws on three enduring features of the region: its frankincense trees, the Khareef season, and the sea. Together, they form the foundation of a retail experience rooted in a strong sense of place.
The new boutique was inaugurated under the patronage of H.E. Sheikh Salim Mustahail Al Mashani, Advisor to the Diwan of Royal Court, in the presence of Sayyid Khalid bin Hamad Al Busaidi, Chairman of Amouage, alongside senior officials and friends of the House.
Commenting on the opening, Sayyid Khalid bin Hamad Al Busaidi, Chairman of Amouage, said: “Dhofar holds a special place in the story of Amouage. As the land of Frankincense, it has shaped Oman’s identity for centuries and continues to inspire the House today. Opening our first standalone boutique in Salalah is a celebration of this enduring story and a tribute to the cultural and natural heritage that has made the region what it is today.”
A Design Shaped by Scent, Sea, and Season
The boutique builds on Amouage’s Signature Store concept while introducing a design language developed specifically for Salalah. Throughout the space, materials, textures, and forms are carefully layered to create a space that feels both distinctly local and unmistakably Amouage.
Among the most distinctive features are two sculptural frankincense trees cast in pure concrete. Their oxidised metallic finish recalls the effect of the nearby Arabian Sea on the surfaces it meets, while soft, diffused lighting evokes the Khareef season, lending the space a sense of calm and quiet contemplation. Throughout the boutique, furniture crafted entirely from travertine introduces another expression of the landscape, with the stone’s layered grain and tonal variation bringing depth to the design.
Within this setting, visitors can explore the full breadth of House’s olfactive universe, from its iconic Attar Collection to its most celebrated creations, spanning over four decades of craftsmanship and creativity.
An Enduring Connection
“A boutique is one of the few places where we can express the House beyond the fragrance itself,” said Marco Parsiegla, Chief Executive Officer of Amouage. “For many people around the world, Oman is first encountered through scent. Yet behind every creation lies a landscape, a culture, and a sense of place that continues to inspire us. What makes our Salalah boutique particularly meaningful is that it offers our clients and visitors to Dhofar an opportunity to experience Amouage in one of the places that remains deeply connected to the House’s creative identity.”
The opening of the new boutique at Wafa Walk marks an important addition to Amouage’s presence in Oman, bringing the House’s full retail experience to Salalah for the first time. Located in one of the country’s most distinctive regions, the boutique strengthens Amouage’s presence in Dhofar, where its connection to frankincense extends beyond perfumery.
In 2022, Amouage was entrusted with the custodianship and development of Wadi Dawkah, part of the Land of Frankincense, a UNESCO World Heritage Site, and one of the few places where the Boswellia sacra still grows as it has for centuries. Through its partnership with the Ministry of Heritage and Tourism, the House is helping develop the site responsibly, while protecting, studying and celebrating frankincense in all its facets.