Amouage has officially opened The Tent, a newly designed boutique within Harrods’ Salon de Parfums, bringing a unique expression of Omani hospitality and architectural innovation to the heart of London.
Located on the top floor of Harrods, The Tent is the latest boutique from the Omani High Perfumery House, developed in partnership with UK distributor Kenneth Green Associates and design studio Héroïne. With its distinctive structure, the space reinterprets the traditional Bedouin tent through a modern lens, crafted to offer an immersive and sensory retail experience.
“Opening a petite boutique at Harrods’ Salon de Parfums is a truly momentous occasion for us,” said Sayyid Khalid bin Hamad Al Busaidi, Chairman of Amouage. “It is an opportunity to share all of the values we hold most dear with an incredibly discerning clientele. It allows us to celebrate our passion for tireless, unflinching craftsmanship.”
On entering the boutique, visitors are greeted by what appears to be draped fabric, parting like curtains. On closer inspection, the entrance reveals metalwork shaped to resemble folds of cloth, an architectural illusion that sets the tone for the tactile and visual surprises inside. Guests are welcomed with traditional Omani coffee and dates, echoing the House’s commitment to hospitality.
Brian Stanton, Managing Director of Kenneth Green Associates, said, “Together with Harrods, we are excited to launch the Amouage petite boutique. This is a key milestone that will enable us to better serve our clients through a tailored retail experience.”
Inside, the walls curve around visitors, creating a cocoon-like effect. The materials – from red leather seating to aluminium fittings and mahogany marquetry – have been selected to blend warmth with futurism. Concealed lighting and fluid contours further emphasise the tent’s serene, timeless character.
Central to the space is a consultation table enhanced with RFID technology. Guests select translucent objects representing perfume notes and characteristics, which then trigger a lighting sequence that highlights matching fragrances on the wall. “The table uses Radio Frequency ID technology to create an effect that feels like something out of both science fiction and fairy tales,” said Renaud Salmon, Chief Creative Officer of Amouage.
Alongside showcasing the full range of Amouage’s creations – including Eau de Parfum, Attars, Exceptional Extraits, and Harrods-exclusive compositions – The Tent is also home to the newly introduced Royal Drops. These four high-concentration perfumes are matured in oak barrels for six months and presented in one-of-a-kind flacons designed by artist Dimitry Hlinka. Each one-litre vessel is handcrafted, with the mould destroyed after each use to ensure uniqueness.
The boutique also features the monumental Royal Drops coffret, nearly a metre wide and weighing 30 kilograms. It houses the perfume flacon and includes slivers of frankincense wood, cut using a 19th-century upright saw. Each coffret is handed over in a ceremonial gesture, underlining its status as a collector’s item.
The opening of The Tent adds to Amouage’s international presence, with standalone boutiques across Oman, the UAE, the US, China, and now the UK, offering what the House describes as “a stage for endless exploration.”
