From the busy streets to the towering skyscrapers, the essence and energy of a big city is unmatched. There is just something surreal about the noise, the people, the hustle and bustle of it all. For the renowned French perfumer Francis Kurkdjian, he has embraced the scents and the dynamic energy that can only be felt in a metropolis and has translated that into 724 Eau de Parfum.

As announced by Maison Francis Kurkdjian, "In the light of a pure sky rising over the city ascends the elegant silhouette of 724. Urban landscapes and their surrounding architecture overtly influenced the graphic aesthetic of this musky floral eau de parfum. Luminous, vibrant, and comfortably addictive, 724 invites you to feel the city rhythm."

Kurkdjian has had the opportunity to travel around the world. To name a few, Sydney, Tokyo, Seoul, Shanghai, Los Angeles, New York, and of course, his home, Paris. Through his many travels, he has seen how urban life is quite magnetic and exciting and how there's nothing else quite like it. 724 captures the vibrancy, beauty, constant motion of city life.

724 is a musky floral eau de parfum, composed of three main accords, 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. Kurjdjian 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, 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 Kurkdjian creates, there is a story he wants to tell, a feeling he wants to share. As creative director for Maison Francis Kurkdjian, he works 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 gray of city buildings and blue denim jeans, both symbols of modern city living. 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, Kurkdjian wants to take people on an emotional journey with our fragrances.

There’s no denying this scent is decidedly different from Baccarat Rouge; 724 is cleaner, softer, and feels luminous as opposed to evocative. But it’s no safe, sweet scent either— Kurkdjian himself is lauded for complex olfactive hits you’ve not smelled elsewhere, and 724 is no different.

No matter how busy the streets are or how noisy it can get, once you look beyond that you'll discover a different side of it, where there's truly beauty behind the madness. Kurkdjian said, "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 fragrance."