Amouage

“The original Decision eau de parfum had a very clear focus,” says Renaud Salmon, Amouage’s Chief Creative Officer. “It presented the story of a juniper tree struck by lightning, and then asked a seemingly simple question: would the tree survive the attack or would it perish?”​

For this new piece of work, Salmon and perfumer Quentin Bisch have injected the crisis at the heart of the composition with a greater sense of urgency. Now, the lightning strike is even more intense, increasing the existential immediacy of the response, while lending the tree’s ultimate determination to live more gravity.​

Photography by Renaud Salmon

Amouage adds two breathtaking compositions to its acclaimed Exceptional Extraits: Decision 42 and Overture 41. ​

The Exceptional Extraits collection provides opportunities to present a familiar story from a different angle, or in a manner that is more profound or expansive. All the compositions in the range remain true to their original perfumes, but they cast the ideas within them in an unexpected light. ​

In Decision 42, the lightning element of the composition has been sharpened by the freshness of Neroli and Cardamom, as well as the diffusiveness of Cinnamon. The Juniper representing the tree has been combined with Javanol, Patchouli and Rectified Pine Tar to make it darker and more far-reaching – a stark contrast with the whiteness of the lightning. Finally, the base has been rendered warmly life-affirming with the addition of Vanilla and Labdanum – unctuous materials that never fail to project a sense of enduring humanity. ​

Decision 42 Exceptional Extrait created by ​

Decision 42 Exceptional Extrait will be available on Amouage.com. ​

Visuals and SetCreative Direction by louisemertens​
Light and Photography Assistance by Hugo José Pedro Nóbrega​
Retouch by Sam • Stilletto​
Production by marcomachtel​
Production assistance by ​

Something’s keeping us busy at the Amouage Manufacture in Muscat.​
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You can experience the preparations first-hand, from maceration and bottling to packaging. The Manufacture and Visitor Centre is open from 8:30 AM to 4:30 PM, Sunday to Thursday, and is closed on public holidays.​

See you soon?​

Photography by Ateeb Ali

Exceptional concentration, complex formulas, and craftsmanship come together in the Exceptional Extraits.​

Two new creations will soon join the collection.​

Visuals + Creative Direction & set: Louise Mertens louisemertens​
Light + Photo Assistants: Hugo José Hugo José + Pedro Nobrega Pedro Nóbrega​
Retouching: Stilletto Studio Sam • Stilletto​
Production: Marco Machtelinckx marcomachtel​
Production assistant: Luis Stone ​

Some ideas can withstand being taken further.​

More profound, more expansive, and more intense.​

Photography by Ateeb Ali

How far can a familiar idea be pushed?​

Precision, concentration, and time take it somewhere unexpected.​

More to come soon.​

Photography by Ateeb Ali

Something is in the works. The Exceptional Extraits collection continues to grow.​

Photography by Ateeb Ali

Every Exceptional Extrait begins with a signature of the House. Then it becomes more concentrated, more complex, and more generous.​

Visuals + Creative Direction & set: Louise Mertens louisemertens​
Light + Photo Assistants: Hugo José Hugo José + Pedro Nobrega Pedro Nóbrega​
Retouching: Stilletto Studio Sam • Stilletto​
Production: Marco Machtelinckx marcomachtel​
Production assistant: Luis Stone ​

Exceptional Extraits distinguish themselves from the Eaux De Parfum not only through their increased concentration, but also through the artistry of their presentation. The bottle’s new inner-lacquered dégradé finish has inspired Amouage to extend this expression of glass craftsmanship beyond the flacon, echoing its artistry across new dimensions of the House’s creative universe.​

Soon to be revealed…​

Photography by Maria - Meri​
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An Overture is only the beginning. The rest will soon be revealed.​

Visuals + Creative Direction: Louise Mertens louisemertens​
Light + Photo Assistants: Hugo José Hugo José + Pedro Nobrega Pedro Nóbrega​
Set Design: Talia Laikin Talia Laikin ​
Retouche: Stilletto Studio Sam • Stilletto​
production: Marco Machtelinckx marcomachtel​
production assistant: Luis Stone ​