Eternal by Ajmal

About the brand

Established in 2001 Borne out of the core belief that Perfumery is an intricate form of Art Aimed as an ultimate destination for aficionados of Fine Art and Fragrances Eternal by Ajmal: Was conceived to indulge both their senses of sight and smell.

GENESIS The core of the Eternal by Ajmal brand has always been a singular material - Oudh. A rich but rare tropical ingredient sourced from the agarwood tree. A material that led a young farmer from Hojai, Assam – India on an odyssey that began in 1951 when he discovered its fragrant qualities to a family foundation entrusted today with planting ten trees for every one harvested.

Along the way, the family has cultivated a practice based on values of fragrant craft, materiality and a grander appreciation of their connection with nature that has sustained them. These values have been passed on for generations but rarely communicated on. The intent with the new Eternal by Ajmal direction was to mark the next chapter for the brand - to build a strong foundation for the future built on the values that have been the backbone for the past 68 years and to elevate middle-eastern perfumery for the international market.

CONCEPT The new Eternal by Ajmal retail concept is about man's relationship with nature, with fragrance as a mediator between the two elements. The store design features a contrast between natural cues and man-made structures showcasing primitive rock counters with sharp geometric interventions. Structural oak shelves peppered with green foliage spread throughout the space, offer a very potent visual contrast. The store features a material library - an immersive sampling experience that offers a mediation by showcasing a sampling of real-world materials that serve as inspiration, both as synthetic and natural ingredients for the many flavors of the Ajmal fragrances.

Shoppers can compare each material inspiration with a focal fragrance to compare and contrast between the material and its scent vocabulary, thus offering them a bridge between the inspiration and the inspired. The Vault, a brass steel protective enclosure with a gold finish against the backdrop of slate concrete laden walls, contain the store's most experiential fragrances in the form of luxurious oils and hand-crafted Oudh pieces