BEVERLY HILLS — Amouage, the Omani High Perfumery House, inaugurates “The Wadi”, its first flagship boutique on the United States West Coast and second flagship destination in the country. Located at 311 North Beverly Drive in Beverly Hills, the new opening marks another milestone in the House’s international expansion and invites visitors to experience Amouage through an immersive dialogue between scent, architecture and storytelling.
Conceived by Amouage Chief Creative Officer Renaud Salmon in collaboration with Héroïne, The Wadi draws inspiration from one of the Sultanate’s most extraordinary natural phenomena: wadis. These dramatic canyons, sculpted over millennia by the patient work of water, have long served as places of passage, discovery and transformation. Reimagined in the heart of Los Angeles, they become the setting for a new kind of olfactory journey.
“Amouage was founded to share the richness of Oman’s culture and artistic heritage with the world. The opening of The Wadi in Beverly Hills reflects how far that vision has travelled while remaining firmly rooted in its origins. By bringing the landscapes, craftsmanship and spirit of Oman to a global audience, Amouage continues to build meaningful bridges between cultures through the universal language of scent.” Said Sayyid Khalid bin Hamad Al Busaidi, Chairman of Amouage.
“The United States has become one of the most dynamic and important markets for Amouage globally. The opening of The Wadi in Beverly Hills marks a significant step in our growth journey and creates a permanent home for the House on the West Coast. We are excited to welcome both our loyal clients and a new generation of fragrance enthusiasts into an environment that fully expresses the creativity, hospitality and artistry that define Amouage.” Said Kim Wilson, President of Amouage Americas.
A meeting of landscapes
Separated by half a world, Oman and California share an unexpected visual language. Both are territories shaped by mineral landscapes, dramatic light and a deep relationship with the desert. With “The Wadi”, Amouage explores this common ground, creating a destination where the spirit of Oman encounters the creative energy of Los Angeles. The boutique unfolds across 96 square metres as a gradual journey through layers of texture, shadow and light. Like a traveller entering a canyon, visitors leave behind the rhythm of the city and step into a space dedicated to contemplation, exploration and sensory discovery. Every detail has been conceived to create a feeling of immersion, allowing the House’s creations to reveal themselves progressively rather than all at once.
A monument in the city
Before visitors encounter a fragrance, they encounter a landscape. Rising more than twenty feet above Beverly Drive, “The Wadi” announces itself as a monumental earthen form amid the polished façades and immaculate storefronts of Beverly Hills. Appearing as though carved directly from the earth, the structure stands in deliberate contrast to its surroundings, introducing the language of Oman before a single word is spoken. Crafted by artist Alyssa Oliver over the course of four weeks, the façade is entirely hand-made using a composition of natural clays, minerals and sands coloured with earth pigments. Through meticulous craftsmanship, the surface recreates the appearance of rammed earth, paying tribute to the ancient building traditions of Oman while expressing them through a contemporary lens.
Emerging from the monumental archway, rays of 24-karat gold leaf radiate across the façade. Evoking both the sun that shapes the landscapes of the Sultanate and the solar emblem of Amouage, they transform the entrance into a threshold between worlds. The result is less a storefront than a landmark: a fragment of Oman transplanted into the heart of Los Angeles.
A passage through stone
Beyond the entrance, visitors enter the wadi itself. Inspired by the dramatic canyons of Wadi Shab, the interior unfolds as a narrow and immersive passage shaped by successive geological strata. Walls rise like canyon faces sculpted by centuries of water and wind, their layered contours creating a landscape that feels both monumental and intimate. The journey progresses through shadow and light. Fragrances emerge from recesses within the canyon walls, appearing as discoveries embedded within the landscape rather than objects placed on display. Gold accents catch the eye unexpectedly, echoing the rays of the façade and guiding visitors deeper into the space. At its centre, the journey culminates beneath a suspended sphere of light. Reflected endlessly by a mirrored ceiling, it becomes a radiant sun hovering above the canyon floor, drawing together the architectural language of the boutique and the symbolism of the House. From the golden rays of the façade to the luminous orb at its heart, The Wadi is conceived as a continuous journey towards light, discovery and transformation.
“I wanted The Wadi to feel as though a fragment of Oman had appeared unexpectedly in Beverly Hills,” said Renaud Salmon, Chief Creative Officer of Amouage. “The façade is intentionally monolithic and almost geological in its presence. It introduces visitors to the landscapes that have inspired our House for more than four decades. From there, the journey unfolds through stone, shadow, water and light, much like the experience of exploring a real wadi.
Every Amouage boutique is conceived as a chapter in a larger story. In Beverly Hills, that story is about passage and transformation. A wadi is never static. It is shaped slowly by water, time and movement. In the same way, fragrance reveals itself gradually. The space invites visitors to slow down, to wander and to let scent unfold.”
A moment of hospitality
At the heart of The Wadi lies a contemporary interpretation of the majlis, the traditional Omani space of welcome and conversation. Visitors arrive beneath the radiant orb into a space dedicated to contemplation and discovery. A monumental digital totem presents the hypnotic liquid art of filmmaker Thomas Vanz, whose dreamlike explorations of matter in motion create a living counterpoint to the surrounding architecture. Like fragrance itself, the imagery is constantly shifting, inviting visitors to slow down, observe and immerse themselves in the experience. Intimate seating areas encourage conversation and moments of shared discovery with Amouage specialists. More than a boutique, The Wadi embodies the House’s vision of High Perfumery as a cultural experience, where architecture, craftsmanship, hospitality and scent come together to create meaningful connections.
A new chapter in America
The opening of The Wadi reflects the continued momentum of Amouage in the United States, one of the House’s fastest-growing audiences. Following the success of its New York Soho flagship and sustained growth across the country, Amouage continues to strengthen its presence through destinations that express the full richness of its universe. By opening The Wadi in Beverly Hills, Amouage brings a fragment of Oman to the American West Coast. A place shaped by nature, elevated by craftsmanship and animated by scent, it offers visitors an immersive encounter with the landscapes and stories that continue to inspire the House.
The Wadi is located at 311 North Beverly Drive, Beverly Hills, California 90210, and is open Monday through Saturday from 11:00am to 7:00pm and Sunday from 12:00pm to 6:00pm.
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