THoO is the glorification of the deepest values of "finally freedom of creativity" and this iconic product epitomizes the value of uniqueness.
The "top-down" design and the hand-made coating wants to be the ambassador of the message:
"The secret of joy in work is contained in one word: excellence. To know how to do something well, is to enjoy it." - Pearl S. Buck
THE HOUSE OF OUD is the name of a brand, the signature of a style, but even before that it is the story of a friendship between an Italian Master Perfumer and an oud manufacturer of Giacarta, two people who share a passion for art, perfumes and travel, together with a sense of beauty and their love of study.
Their focus on aesthetic, cultural and olfactory research has made their path and their work into an opportunity to discover the finest raw materials und unprecedented, increasingly surprising accords.
Mohammed Abu Nashi: true saudi; oud hunter; artisan of gold & wood; CEO at NAHIR; workaholic
Andrea Casotti: nose, eyes, ear, mouth & hand; nuclear engineer; street art artist; CEO at CFF SpA; workaholic.
The House of Oud was established to channel the ideas and inspirations the two collect from all over the world into a single "house". Theirs is a rather special house: it has no walls or borders, but is open to opportunities and to visits, furnished with knowledge, experience and the age-old art of perfumery.
It is no coincidence that, in addition to the ingredient that is always part of the brand?s compositions, OUD is also an acronym that encapsulates all the two founders' spirit of research, standing for "Our Unique Devotion". The House of Oud creates unique products that touch the heartstrings and light up those who wear them.
OUD in our brand
In the olfactory creations of The House of Oud, oud is not the key note around which the composition's other ingredients orbit: it is the element that bonds and holds everything together, giving the bouquet character and depth.
This change of perspective projects the brand's innovative spirit, its desire to outpace fashions and to seek style alone.
OUD, the ingredient
Oud is considered to be the most emblematic ingredient in the history of perfumery, much sought-after for its deep, warm, embracing aroma. Its origins can be traced to a natural process: oud derives from a resin produced by a south-east Asian evergreen, the Aquilaria, as a response on the part of its immune system that protects its bark from mould.
This exudate impregnates the heartwood and generates a deep, sumptuous smell that is a characteristic of the place where the process takes place and the time when it ripens: the metamorphosis that leads to the most precious forms may take more than twenty years to reach completion.
The oud forms
At least three forms of oud are know: the essential oil, the wood and the powder.
While the oil of is now also famous in the west, chips and bakhoor are primarily a Middle-Eastern tradition: the chips are burned in traditional handmade baziers to perfume the most prestigious houses, but also women's hair and clothing. while bakhoor is collected in goblets, mixed with other perfumed notes and then also burned on special occasions, such as weddings.
These three treasures also have different origins: bakhoor comes from the outermost wood in the tree, while the oil comes from the area immediately beneath the surface and chips come from the heart of the plant.
Oud, the extractions
There is a delicate, difficult labour of love, devotion and dedication involved in the process for refining oud, in which man confronts the immensity of nature to extract a treasure from it.
The first step is to identify trees suitable for extraction. Only the great skill of the experts responsible for this task ensures that the best plants are found without any time being wasted: this guarantees a harvest of the finest quality of oud.
Once it has been chosen, the tree is divided into its component parts: the technique used to split the valuable part from the rest calls for finely-honed method and mastery, so as to avoid wasting any of the precious portions of the wood. Chiselling is the most delicate operation: to isolate the tree?s hidden treasures, each section is roughed out and then carved with meticulous precision. Bakhoor and oil are then extracted from the surface of the trunk, while the famous chips come from the deepest sections of the tree's heart.
Oud's fame is matched only by the unrelenting demand for it: since it is one of the world's most soughtafter raw materials in terms of value and exclusiveness, what has been described as "liquid gold" has been subjected to an increasingly relentless quest in recent years. The map shows the milestones along the fascinating path trodden by The House of Oud in search of the world's most celebrated quality of oud.
INDIA - ASSAM OLD
The most venerable variety of oud grows in India?s most unspoiled north-eastern region. The land of Assam, in particular, is blessed with a quality of oud that is sought for its wild fragrance.
BIRMANIA - SUPER
Myanmar is one of the most recently discovered regions where oud grows. Known as "contemporary", the strain of oud that grows here, on the border with Laos and Thailand, is the sweetest and most noble.
INDONESIA - KALIMANTAN, IRIAN, SULAWESI
Indonesia can boast that it is home to no less than three qualities of Oud: Kalimantan oud, with its soft, woody temperament, Sulawesi oud, with its sweet character, and Irian oud, which is particularly dry and green.
The House of Oud has created the first two collections of fragrances, each one of which has the capacity to project an impression of the unique quality of places, dreams and raw materials: two narratives that take us on a journey to discover the distant lands and emotions experienced by the founders in their travels in the Middle East and South-East Asia.
Every fragrance from The House of Oud is made even more special by the particular painting technique used to customise the bottles. The Klem Garden collection and the Crop Collection are adorned using a process of craft colour decoration. A mixture of inks, solvents and paints generates patterns whose value is their unpredictability and the uniqueness of the lines they create. The precious quality of the CROP collection is further enhanced by a matt finish with a velvety touch.
The Desert Day collection makes the most of another decorative technique known as"cracking", which is achieved when paints are combined with air. It is the time that the paint takes to dry that gives the surface its pattern.
The top-down design
The fragrances of The House of Oud are also immediately recognisable for the design of their bottles: the glass design is a sculptural elements inspired by the shape of the palm of the hands.
The top-down bottle is characteristic of the fragrances from The House of Oud. Specific vacuum tests were conducted to guarantee its seal, while the pumps used ensure that every last drop of the precious fragrance is vaporised.
The stopper of the fragrances by The House of Oud is designed to guarantee that the bottle remains perfectly stable. Its characteristic pattern draws its inspiration from a circular motif: the eye can keep following it without ever stopping.