Amouage Presents “Rare Is The Rose”, A Poetic And Cinematic Tribute To The Omani Rock Rose

Jun 25, 2024

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Amouage, the Omani High Perfumery House, proudly presents the precious Omani Rock Rose in a recently released short movie entitled ‘Rare is the Rose.’ The cinematic journey is a tribute to the Queen ofRoses as she reigns over the slopes of the Jabal Al Akhdar, in Oman with her rare beauty and distinctive unique scent. ‘Rare is the Rose’ captures the interconnected and poetic elements of nature the rare Omani Rock Rose embodies, including the rocky mountain slopes where she grows, the soil nurturing her life, and the warmth and energy given to her by the sun to blossom. The wind creates the ideal microclimate for her to persevere while the water flows through the ingeniously designed Omani falajs to nourish her soul.

The short ‘Rare is the Rose’ movie was produced by Amouage in collaboration with the next generation of young Omanis, showing their craft, talent and knowledge about this natural treasure and the traditional legacy of harvesting. They filmed in the northeastern Hajar Mountain Range, home to the JabalAl Akhdar, where the precious flower is harvested once a year as, between Marchand April, the rocky slopes of the mountain briefly transform into a colourful and dominantly pink paradise. Meanwhile, every year, Amouage commissions a new artistic take on the story behind theOmani Rock Rose that is used in many of Amouage’s finely crafted creations.

“We were thrilled to support the young and talented Omani production team in making this visual piece of art about the Omani Rock Rose as they used their in-depth understanding of its growth and the heritage, craftsmanship and local people behind its harvest. This rare rose offers intricate floral notes that unfurl in the heart of many of our Amouage perfumes, making the signature of our creations inimitable. It enables us to give a precious piece of Oman to our clientele from around the world.” said Renaud Salmon,Chief Creative Officer of Amouage.

The rose harvest takes place at the crack of dawn when the Rock Rose blossoms, which is beautifully showcased by the short movie and reminds one of the words of Charles Dickens who once wrote, “The flowers that sleep by night, opened their gentle eyes and turned them to the day.” The Omani harvesters meticulously hand-pick each flower and repeat this ancestral technique with every annual bloom. The rose-pickers, even the youngest ones from the local community, are shown wandering among the roses, with their baskets to collect the petals.

The ‘Rare is the Rose’ movie is available on YouTube. The cinematic journey was made by an all-Omani team with theProduction Manager Ayman AlSaqri, Writer Mustafa Al Lawati, Presenter MohammedAl Saqri, Cameraman Amjed Al Balushi, Cinematographer Anas Al Balushi, GafferAli Alajmi, while Ammar Al Mazroe was both Editor and Director. Meanwhile, theProduction house was Inspace, and the Project Manager was Mujahid Al Malki.