Amouage’s newly reimagined SABCO Mall boutique in Muscat, Oman, named The Sacred Tree, stands as a bold architectural tribute to the brand’s origins. Located where the House’s story began over four decades ago, the boutique’s transformation is both a return to roots and a visionary leap forward. Designed by Héroïne Paris under the creative direction of Renaud Salmon, the space celebrates Oman’s natural and cultural heritage while elevating retail into a realm of sculptural storytelling.

At the heart of the concept lies a powerful symbol: a seven-meter-tall hand-crafted wooden Frankincense tree piercing through two floors. Inspired by the trees of Wadi Dawkah, this monumental totem required the removal of most non-structural elements of the original building, demonstrating technical ambition and fearless creativity. The tree is not merely decorative; it channels ancestral memory, spiritual reverence, and the aromatic soul of Amouage.

The brief aimed to revive Amouage’s founding boutique into a space that was immersive, elevated, and emotionally charged. Every detail was meticulously planned and executed. Cream travertine, dark oak, brushed brass, and black polished steel form a rich and modern material palette. The boutique also integrates custom-designed furniture by Bettencourt Prize winner Dimitry Hlinka, further enhancing the sensory and artistic quality of the experience.

Beyond aesthetics, the boutique is functional and deeply human. A contemporary Majlis offers an intimate environment for ritualized consultations, exclusive events, and storytelling. It becomes a place of exchange, where fragrance meets dialogue, and culture meets luxury.

Innovation is evident in the structural reimagining and the integration of Amouage’s Art Project, commissioning local and global artisans to contribute to the space’s identity.

Sustainability is woven into the project: the boutique is 100% powered by rooftop solar panels and is completely plastic-free. All architectural components, including the monumental tree, were produced and hand-assembled locally to reduce transport emissions. The design avoids any temporary point-of-sale displays: the architectural setup alone is strong enough to carry the storytelling and glorify the perfumes. The result is a high-impact, low-carbon flagship.

The Sacred Tree is more than a store, it is a landmark that merges the poetic with the monumental. It delivers a lasting impression through its originality, cultural depth, material integrity, and emotional gravity, redefining what a flagship boutique can be in today’s global luxury landscape.