Po ONE Lab: A New Creative Hub for Saudi Arabia’s Fine Fragrance Scene

"Authenticity starts with deep cultural understanding," says Olivier Viejo, dsm-firmenich’s VP of Fine Fragrance Experience. "Our approach is rooted in cultural insights, emerging trends, and ingredient innovation. With Po ONE Lab, we are building a bridge between heritage and innovation, where local inspiration becomes global aspiration."dsm-firmenichdsm-firmenich has opened Po ONE Lab, a fragrance creative space in Riyadh developed in partnership with luxury concept store Villa Po ONE. The Lab is designed as a workspace for experimentation and exploration of fragrance ingredients, tools, and techniques.

The initiative reflects dsm-firmenich’s focus on Saudi Arabia and the Middle East, aiming to support fragrance creators in the region. Olivier Viejo, dsm-firmenich’s VP of Fine Fragrance Experience, IMAT, said the Lab brings together regional traditions and modern fragrance design. Saeed Al-Kayar, Creative Director and Co-Founder of Villa Po ONE, noted that the space allows for a more permanent client and creative experience.

To mark the opening, dsm-firmenich released a collection of seven fragrances inspired by Saudi Arabia’s landscapes and cities: AlUla, Riyadh, Red Sea, Taif, Fayfa, Al Qassim, and Hail. The collection was developed by perfumers Honorine Blanc, Hamid Merati Kashani, Carmita Magalhaes, and Abdulkader Fattouh.

Q&A: Where Middle Eastern Heritage Meets the Future of Fine Fragrance

To mark the opening, dsm-firmenich released a collection of seven fragrances inspired by Saudi Arabia’s landscapes and cities: AlUla, Riyadh, Red Sea, Taif, Fayfa, Al Qassim, and Hail. dsm-firmenichPerfumer & Flavorist+ spoke with Viejo about the initiative and what it says about fragrance in the Middle East.

P&F+: How does Po ONE Lab fit into dsm-firmenich’s broader growth and investment strategy in the Middle East—and what does it signal about Saudi Arabia’s role in the future of global fine fragrance?

Viejo: Po ONE Lab is an exclusive partnership between Villa Po ONE and dsm-firmenich, opening a new chapter in our strategic commitment to Saudi Arabia and the broader Middle East. Since 2010, we’ve built a strong regional presence, and our investment in Saudi Arabia continues to accelerate.

This collaboration reflects a shared ambition to support the rise of local fragrance brands, offering them a unique space designed to inspire, experiment, and curate fragrances, ingredients, olfactive tools, and stories. It represents a powerful bridge between the rich heritage of Middle Eastern perfumery and our expertise in fine fragrance development and ingredient innovation.

By launching this dedicated fragrance space in Riyadh, we are anchoring a long-term model of co-creation, proximity, and inspiration, offering access to our ingredients, creative expertise, and innovation capabilities.

Saudi Arabia is not only a fast-growing market, it’s an emerging hub for luxury, creativity, and cultural leadership. With Po ONE Lab, we are deepening our presence by creating a new platform for fragrance excellence in Riyadh. It reflects our confidence in the country’s role as a key driver of the future of global fine fragrance.

P&F+: How might an immersive, culturally rooted concept like Po ONE Lab influence fragrance creation, customer co-development, and luxury brand partnerships in the region?

"Saudi Arabia is not only a fast-growing market, it’s an emerging hub for luxury, creativity, and cultural leadership," says Viejo.dsm-firmenichViejo: Po ONE Lab is a UNIQUE setting designed to INSPIRE, EXPERIMENT, and CURATE fragrances, ingredients, tools and stories for our clients.

This collaboration reflects a shared ambition to empower a new generation of fragrance creators, offering access to dsm-firmenich’s capabilities in fragrance design, ingredients, creativity, and innovation, while honoring the legacy and depth of Middle Eastern perfumery.

Beyond creation, the Lab also plays a strategic role in marketing activation: it is a space to host immersive events, generate unique content, and foster creative exchange.

It’s a place where regional stories are told through scent and where new trends are shaped in close collaboration with brands, entrepreneurs, and visionary partners.

P&F+: As Middle Eastern olfactive heritage gains global influence, how can ingredient houses and fragrance brands authentically translate local narratives into scalable, commercially relevant creations?

Viejo: Authenticity starts with deep cultural understanding. Our approach is rooted in cultural insights, emerging trends, and ingredient innovation. With Po ONE Lab, we are building a bridge between heritage and innovation, where local inspiration becomes global aspiration.

Our perfumers translate deeply rooted narratives into modern olfactive expressions that are emotionally resonant and commercially scalable. It’s not about exporting clichés, but about crafting fragrances that reflect identity, artistry, creativity and sensorial precision - values that define dsm-firmenich’s approach to fine fragrance creation.