724: The New Fragrance By Maison Francis Kurkdjian

This luminous, vibrant and comfortably addictive eau de parfum invites you to live in harmony with the city.
Text by Corina Tan

Maison Francis Kurkdjian 724

Maison Francis Kurkdjian was founded in 2009 by renowned French master-perfumer Francis Kurkdjian and Marc Chaya. Together, they developed a sensual, generous, multi-facetted landscape of free expression, creating a new French emblem of know-how and style. The Maison has since made its presence known in the luxury fragrance market, with over 550 ultra selective locations in more than 45 countries.

Francis Kurkdjian himself, has a fondness for big cities, as their constant motion and pulse, landscapes and surrounding architecture inspired his latest creation, the 724. Having lived in Paris, New York, Sydney, Tokyo, Seoul, Shanghai, New Delhi, Mumbai, Manila, Kuala Lumpur, Moscow, London, Berlin, Buenos Aires, Los Angeles and Houston, the effervescence, creative rivalry and magnetic effects of these big cities left a positive and magnetic impact that drove him to propose an olfactory wardrobe for 24 hours of scented living, seven days a week. His ambition is to live in harmony with the city and capture its singularity, in order to extract its very essence and draw inspiration to offer fragrant stories to the world. Being fundamentally urban and so resolutely connected especially to New York, which is his home away from home, Francis aspired to smell and feel the energy of the big city, which was his aim when creating 724. This luminous, vibrant and comfortably addictive eau de parfum invites you to live in harmony with the city.

“There is something about big cities that sweeps over you, electrifies you, elevates you. I translated that communicative energy, that life pulsating in unison, into a musky, floral, urban fragrance that I named 724, for 24 hours of scented living, seven days a week.” –  Francis Kurkdjian

724 offers a totally abstract olfactory theme composed of shades of white whose textures overlap in an energetic, flowing rhythm.

In the top notes, a fresh, undefined urban accord is perceived. It is the sensation of clean, energizing freshness like the one that emanates from New York laundries at the break of day, formed of bergamot from Italy and the verticality of aldehydes with sophisticated, slightly metallic, effervescent facets. At the heart of this vertical architecture lies an airy aura conveyed by a bouquet of flowers structured by jasmine absolute from Egypt, sweet pea and mock orange. In the base notes, this universe of whiteness surrenders to an enveloping, comforting sensation thanks to a sandalwood-white musk accord.

Maison Francis Kurkdjian 724

“724 is a soothing eau de parfum with a vibrant yet enveloping urban spirit. It brings a sensation of comfort and protection, like that of cleanliness, that I crave when I’m wandering around in the city.” – Francis Kurkdjian

 This musky floral scent is available at the Maison Francis Kurkdjian Pavilion outlet and the Bakhache Luxuries website.

Images courtesy of Francis Kurkdjian.

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