“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.” This is how Francis Kurkdjian describes his new eau de parfum for men.
724 offers a totally abstract olfactory theme composed of shades of white, as in fresh laundry white, whose textures overlap in an energetic, flowing rhythm. This is a happy, light fragrance ideal for summers in the cities of Europe or North America, or for the milder winters of our region.
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 its 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, we have an enveloping, comforting sensation thanks to a sandalwood-white musk accord.
“724 is a soothing eau de parfum with a vibrant yet enveloping urban spirit,’ says Kurkdjian. “It brings a sensation of comfort and protection, like that of cleanliness, that I crave when I’m wandering around in the city.”
Kurkdjian is an urbanist at heart, a man in love with the vibrancy of city life. Though proud of his Parisian roots, New York, he says, is his home away from home. The smell and the energy of the Big Apple, especially in the early hours of the morning, was his inspiration for creating 724.
Not surprisingly, the urban landscapes and the architecture of New York overtly influenced the graphic aesthetic of 724 eau de parfum. A unique blue shade, named “urban blue” by the perfumer, subtly blends the cement grey hue of buildings with the blue of denim jeans, the ultimate universal garment and symbol of modern living.
The chiselled typeface of the fragrance’s name, 724, emulates digital printing. Francis Kurkdjian is especially attentive to these aspects, which help bring his scented stories to life. Elegance and relevance are clearly stated in what may appear to be mere details.
Since Kurkdjian established his eponymous perfumery in 2009, near the Place Vendôme in Paris, it has become a niche brand that’s much beloved among perfume enthusiasts. His fragrances Gentle Fluidity and l’Homme À la rose are among his most popular.
Prior to starting his own perfumery, Kurkdjian had created over 40 fragrances for the world’s top brands. His breakthrough fragrance came in 1995, at the age of twenty-six, when he created Le Male for Jean Paul Gaultier, one of the world’s best-selling perfumes. Other noteworthy creations include Le Parfum for Elie Saab, My Burberry for Burberry, L’extase for Nina Ricci, and Green Tea for Elizabeth Arden.
