DSM-Firmenich sets up a creative hub in Saudi Arabia

The Swiss-Dutch group is opening Po ONE Lab in Riyadh, a creative space dedicated to fine perfumery, developed with Villa Po ONE. Designed as a hub for inspiration and experimentation, it celebrates the dialogue between Middle Eastern heritage and contemporary innovation. To mark the inauguration, seven fragrances inspired by iconic locations in Saudi Arabia were unveiled, affirming the group's ambition to establish Riyadh as a new creative destination for luxury perfumes.