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Master perfumer Asghar Adam Ali launches SHUMUKH at the Dubai Mall on March 14, 2019.

PHOTO BY EXPAT MEDIA


Watch: World’s most expensive perfume SHUMUKH launches in Dubai

 

DUBAI – The world’s most expensive perfume, valued at Dh4.752 million, was unveiled at the Dubai Mall’s Fashion Avenue on Thursday (March 14).

Expat Media was invited to the exclusive launch of SHUMUKH, which pays tribute to “The Spirit of Dubai” and was awarded two Guinness World Record titles at the venue.

A representative from Guinness World Records awarded the titles on Thursday, including “Most diamonds set on a perfume bottle”, and “Tallest remote controlled fragrance spray product”. Watch how the event unfolded:

What makes it so special?

The masterpiece is inspired by the rich and diverse cultural heritage of Dubai, and it is currently the only perfume to hold two Guinness World Record titles.

SHUMUKH, which means “majestic” or “deserving the highest” in Arabic, unites the art of jewellery and perfumery to create a one-of-a kind masterpiece.

The perfume tells the tale of the UAE through seven core design elements. Set with 3,571 sparkling diamonds (totalling 38.55 carats), topaz, pearls, 18 karat gold 2479.26 grams and 5892.88 grams pure silver, SHUMUKH is the epitome of luxury.

SHUMUKH showcases the seven key elements of pearl diving (Durra), falconry (Baz), Arabian horses (Abjar), roses (Narjesi), luxury (Haibah), Arabian hospitality (Diwan), and Dubai’s stature as a ‘city of the future’ (Aamal), all of which have been intricately modelled in gold and silver, and ornamented with the highest quality VVS diamonds and precious stones.

The perfume is encased in a revolving, leather stand and case that stands 1.97 metres tall. It took more than three years and 494 perfume trials to formulate SHUMUKH.

SHUMUKH is made of the finest natural ingredients from around the world, culminating in a scent with notes of amber, sandalwood, musk, rare pure Indian agarwood, pure Turkish rose, patchouli, ylang-ylang and frankincense.

SHUMUKH takes its lasting power from the superior quality and rarity of its ingredients and is estimated to last on the skin for more than 12 hours and up to 30 days on fabric.

SHUMUKH’s hand-blown Italian Murano glass bottle has the capacity to hold three litres of perfume that is dispensed via a revolutionary remote-controlled spray mechanism that adjusts to the user’s ideal height.

SHUMUKH is conceptualised in the UAE by Asghar Adam Ali, Chairman and master perfumer at Nabeel Perfumes Group of Companies and executed by renowned artisans and master craftsmen from Switzerland, Italy and France – including the recipients of the designation of Meilleurs Ouvriers de France (“Best Craftsman of France”).

“My dream was to bring to life a “history in the making” concept with innovation at its core. My vision was not only to capture Dubai’s persona in one monumental piece of art, but to also create a fragrance that embodied the pinnacle of luxury in the world of perfumery,” said Ali.

SHUMUKH is customisable and offers the opportunity to have bespoke and personalised modification incorporated. Additionally, all diamonds and precious stones are accompanied by individual certificates of authenticity.

SHUMUKH will be on public display in The Dubai Mall’s Fashion Avenue from March 14 to 30. ICA/Expat Media

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