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When you live in a city, you quickly learn its rhythms, its secrets and its distinct characteristics, and begin to feel part of its pulsing, uplifting energy. And that’s what contemporary French fragrance house Maison Francis Kurkdjian conjures with its captivating new eau de parfum , 724. Inspired by the spirit, style and architecture of cities, 724 is just as vibrant, magnetic and alluring as those dynamic urban destinations.
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“There is something about big cities that sweeps over you, electrifies you, elevates you,” says Kurkdjian, who has himself lived and worked in cities ranging from Paris, New York and London to Tokyo, Seoul, Manila and Mumbai. “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.”
The fragrance itself offers an entirely abstract olfactory theme, composed of shades of white whose textures flow and overlap to create a mood, rhythm and flow all of its own. The top notes instantly transport the wearer to the very centre of things, with a fresh , undefined urban accord that brings to mind the crisp, clean scent of New York laundromats at daybreak. Think bergamot, sourced from Italy, alongside the sophisticated, slightly metallic facets of aldehydes.
Michele Falzone
At the heart of 724, an airy, floral bouquet emerges, structured by jasmine absolute from Egypt, sweet pea and mock orange. With the base notes, the scent develops into something more enveloping and comforting, with a sandalwood and white musk accord that calls to mind the dusky hours in which streetlights flicker on and the new mood of evening unfolds.
Having travelled all over the world and made so many cities his home, Francis Kurkdjian knows well what it means to be constantly on the move. The scent 724 acts as a comforting bubble around the wearer, cocooning you and creating a touchpoint of familiarity, whichever city you’re in.
And the aesthetic tribute to city living is evident in the details, too. A unique shade of blue, named “urban blue” by the perfumer, combines the cement grey of urban architecture with the muted shade of denim jeans – the ultimate style symbol of modern living – while the chiselled typeface of the fragrance’s name, 724, emulates digital printing. With this, the olfactory rhythm of the city comes to life.
Maison Francis Kurkdjian 724 eau de parfum is priced at £180 for 70ml. Shop now at Selfridges.com
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