The temporary House of Frankincense was launched as part of the Incense Road experience in AlUla’s Old Town, within a Saudi–Omani cultural partnership aimed at highlighting the significance of frankincense as one of the most prominent historical elements associated with the ancient Incense Road. The initiative also sheds light on the journey of frankincense from its original homeland in Wadi Dawkah in southern Oman, passing through ancient trade routes across the Arabian Peninsula.
The launch took place in AlUla’s Old Town, where mud-brick alleyways intersect with traces of history in an immersive experience that brings to life the memory of the place and the spirit of fragrance. It offers visitors a vivid window into one of the most important elements of human heritage connected to ancient civilizations, SPA reported.
The Incense Road experience is considered one of the most prominent sensory journeys in the Old Town, with lively mud alleys where live performances intertwine with modern technologies to revive the memory of the place and the paths of ancient caravans. The scenes blend history with imagination, granting visitors new dimensions of discovery and reflection.
This collaboration, the first of its kind between Amouage and the Incense Road experience in AlUla, marks a qualitative step that contributes to deepening visitors’ understanding of the role of frankincense in shaping ancient trade routes, through an informative journey beginning from its natural homeland in Oman’s Dhofar and extending to its cultural and historical significance across eras.
The House of Frankincense will welcome visitors for six months until June 26. Experiences will be held from Tuesday to Saturday, from 6:30 p.m. to 9:00 p.m., in both Arabic and English, with additional devices available for the Chinese language.
