Wed. Dec 7th, 2022

Introducing 724 Eau de Parfum, the latest fragrance by Maison Francis Kurkdjian, and it’s inspired by the big cities of the world.

Luxury perfumer Francis Kurkdjian has embraced the scents and the dynamic energy that can only be felt in a metropolis and has translated that into this 724 Eau de Parfum. Here, he has expertly combined bergamot from Italy, and jasmine absolute from Egypt, along with abstract white floral and sandalwood-white musk accords. The result? A complex, clean, vibrant, musky floral scent that’s energizing, just like the cities it represents.

Francis Kurkdjian, Creative Director and Perfumer at Maison Francis Kurkdjian tells us more about his new urban-inspired fragrance.

Maison Francis Kurkdjian 724 Eau de Parfum is inspired by the energy of city life.

Urban life is magnetic and exciting. There is nothing else quite like it. 724 captures the vibrancy, beauty and constant motion of city life, that feeling that everything is possible. 724, however, is not about the smells of cities. It’s about their vibe, about how the urban environment inspires me through how people interact. It helps you to stay open and curious about things and others. It allows you to remain open-minded. The general vibe and rhythm of the city, its population, its habits, and cultural influences. All of it is very inspiring, actually.

For example, when I went to New York for the first time, what struck me instantly was the effervescence of the city, its uplifting and thrilling energy. I walked in the streets in the early morning, passing by the laundries and seeing the thick white vapor they released in the brisk morning air. It felt so comfortable and always put me in a good mood! These elements are part of the inspiration for this new creation, 724. Still, the fragrance is not only about New York. It’s about what all big cities of the world have in common: their energy, electricity, and the sensation that anything is possible. After living in New York, I had the opportunity to travel all around the world and see many beautiful places: Sydney, Tokyo, Seoul, Shanghai, New Delhi, Mumbai, Manila, Kuala Lumpur, Moscow, London, Berlin, Buenos Aires, Los Angeles. And, of course, Paris, my home and the capital that I always go back to is an endless source of inspiration and the place where I love to create the most. Despite being so different from one another, all these metropolises share something that elevates you and electrifies you in a way. 724 is all that. A fragrance for a scented life seven days a week, 24 hours a day.

It is a musky-floral scent with an abstract olfactory theme.

I wanted 724 to convey a scent of cleanness, something pure, fresh, but cocooning at the same time. I wanted it to feel like protection, it’s the sensation you want when you walk around the city, but it is not the smell of the city. It’s urban but in an unexpected way.

724 is a musky floral eau de parfum, composed of three main accords, like overlapping textures. As top notes, you’ll find a fresh “urban accord” carried by aldehydes and bergamot oil from Italy. It is very luminous, with a slight metallic aspect. Then in the core notes, you’ll find a floral white accord, driven by white flowers and jasmine absolute from Egypt. Finally, the base notes release something very sweet, even warm. I called it “Comfortable Cotton accord,” as it gives a reassuring facet to the whole composition, thanks to sandalwood and white musk. 724 is like a bubble in the city; it is like a pillow you want to sleep on. It’s energizing and uplifting but comforting at the same time.

Every aspect of the perfume tells the story, from the fragrance notes to the color on the bottle and the typeface.

With each fragrance I create, there is a story I want to tell, a feeling I want to share. As Creative Director for Maison Francis Kurkdjian, I work on all the aspects of each new scent: from its name to its packaging. The color on the 724 packaging is a particular shade of blue. It has been carefully created to reflect the cement grey of city buildings and blue denim jeans, both symbols of modern city living. We named this shade “urban blue.” The typeface of 724 takes on a chiseled form reminiscent of digital printing.

From the fragrance to the packaging to the campaign imagery and videos, we want to take people on an emotional journey with our fragrances.

My creative process remains the same throughout all of the perfumes I release.

I approach every fragrance as a new, different challenge and experience. While my inspiration changes and the story changes, the creative process itself remains the same. I always start with naming my new creation. It’s like giving your book a title. It helps to provide me with direction to steer the whole process. For this portion, I spend a lot of time reflecting on the inspiration and story for the scent to make sure I have a very clear idea of what I want to do and where to take my emotions. Within the process, I’m driven only by my ideas in conversation with Marc Chaya, CEO of the Maison. It’s never about following trends.

From there, I write the formula. Finally, it’s the last step, where raw materials are my tools to achieve the final result.

I’m a urban perfumer, inspired by the world around me.

I am a contemporary perfumer, proud of my Parisian roots and fond of big cities in constant motion that spawn inspiring human relationships. I love how people interact; I love cultural differences. It helps you to stay open-minded and curious about things and others. This is very important to me; this is why I find cities so inspiring. Of course, I can engage in enriching conversations with our rose producers or bergamot harvesters, but urban living and society, in general, are what inspire me the most in creation. To be relevant, you need to be connected to your era and to the world around you. You must be a chameleon and pay attention to what is happening in the world. Several of my fragrances at Maison Francis Kurkdjian were created with the same approach. L’Homme À la rose is an example. It is unmistakably masculine – although many women love to wear it – and gives men the power to wear a rose, traditionally linked to feminine fragrances. Or Gentle Fluidity, which is my answer to the question of gender fluidity. It’s a duo of completely different eau de parfum created with the same ingredients. Of 724, I like the reassuring sillage, its strength and the balance between freshness and modern sensuality. Its modernity comes from all that. It gives you the sensation of being caressed with a form of infinity, which elevates your spirit. 724 has a kind of optimism; it invites you to live all together, which feels especially good at this particular moment.

See more on franciskurkdjian.com.

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