Dubai, United Arab Emirates
Amna Al Habtoor, founder of UAE-based fine fragrance brand Arcadia, has launched a new fragrance collection in collaboration with Muhammad Ali Enterprises. Produced in the UAE, ‘Thunderous’, the name for the fragrance collection, was inspired by Ali’s commanding presence and charisma that attracted attention and admiration wherever he went.
To coincide with the launch, The Scent Library in Dubai’s Al Quoz district is hosting a three-day event, taking visitors on an immersive journey in celebration of the new fragrance.
“We created Thunderous as a reflection of this exceptional man who left a lasting impression of strength and peace with every encounter. The greatest in every respect, Muhammad Ali left a legacy of grace, integrity and resilience,” said Amna Al Habtoor, founder of Arcadia.
Thunderous perfume’s top notes are grapefruit, violet leaf and cardamom, with heart notes of lavender and pepper and base notes of oakmoss, amber and sandalwood. The perfume is available in two sizes: 100ml and 15ml. The collection also features a scented candle and a steel travel tube embossed with Ali’s signature.
“What we have created in partnership with Arcadia is incredibly impressive, and we are proud to associate Muhammad Ali’s legacy with this new fragrance collection. Amna has personally collaborated with us every step of the way, from the original concept to the choice of perfume notes, branding and design. We are confident it will be a resounding success,” said Katie Jones, SVP, Entertainment at Authentic Brands Group (ABG), which in partnership with Lonnie Ali as trustee of the Muhammad Ali Family Trust (MAFT), owns Muhammad Ali Enterprises.
As part of the official launch, visitors will experience the concept behind the fragrance, which is based on Ali’s famous quote, “Float like a butterfly, sting like a bee…” A remark he made in 1964 before winning the world heavyweight crown for the first time, which propelled him into an international sporting icon.
Appropriately, the tour’s sensual experience starts in the entrance tunnel, with butterflies hanging from the ceiling and an atmospheric fog to accentuate a floating sensation. This is followed by a display of wall-mounted black and white images, with quotes offering further insight into his guiding principles.
Additional areas of the walkthrough tour include a scent and perfume experience and a hospitality and retail lobby where visitors can learn more about the collection, try samples and make purchases while relaxing with a cup of the Scent Library’s speciality coffee.
The new collection will be distributed through Arcadia’s flagship store in Dar Wasl in Dubai and marketed internationally online at www.arcadiabyamna.com. The collection will also be available exclusively at THAT Concept store for a limited period in Mall of the Emirates and Mirdiff City Centre. Prices range from AED150 to AED800 plus VAT.
“By February, we aim to have retail partners stocking ‘Thunderous’ in Tokyo, Kuwait, London, and Beverly Hills, to name but a few,” added Amna.