When the brand that gifted us Baccarat Rouge 540 releases a scent. We pay attention, very close attention, indeed. Maison Francis Kurkdjian created 724 out of love for energy that flows through all the big cities.

Released as a limited edition Bergdorf Goodman exclusive, the fragrance was initially named after the famous Bergdorf Goodman address on 5th ave. It was a tribute to the store where Francis Kurkdjian famously sold one of the first Maison Francis Kurkdjian creations, pouring his heart and soul into what would become one of the biggest and most influential brands in the world. It was too good to be kept exclusive for New Yorkers, and the decision was made to share this beautiful fragrance with the globe. Hence 724 got its brand new outfit, and a new name, a play on a famous 24/7 expression often tied to all big cities. The newly released 724 comes in a clear bottle encased in a box designed by Francis Kurkdjian in an exclusive shade of blue with a hidden Maison Francis Kurkdjian symbol etched in the skyscraper on the bottle, a gift from the creator himself. A little secret, shared between the master perfumer creating an intimate bond every time we wear the fragrance.

It's not an easy task to bottle up a feeling, an emotion many can connect with regardless of the geographical location, yet Francis does it, again and again, translating an exact feeling into a work of art people across the world can wear and feel a connection to. The energy that flows through all big cities, recharging us with it, the unspoken communication we all share as we make our way through the concrete jungle. Both addictive and exhausting, we are drawn to it forever. 724 embodies the urban madness, the beautiful rhythm pulsing through the city's veins. A sensation of clean, energizing freshness from bergamot and the verticality of aldehydes with sophisticated, slightly metallic, effervescent facets meant to represent the laundry steam rising from across the city. It's both fresh and skin-like, uplifting and warm—the duality of dawn vs. dusk, the day vs. night. The contrast of notes and experience Francis Kurkdjian has proven to be a master of.