|21 March, 2019

Luxury perfumery Maison Francis Kurkdjian launches

A single name, two olfactory identities

Luxury perfumery Maison Francis Kurkdjian launches

Dubai: World renowned luxury perfumery Maison Francis Kurkdjian, launches two eau de parfums in Dubai, with dual personalities under one name, sharing the same set of ingredients. Created in-house by a perfumer who has been mirroring his era by telling scent-fueled stories for the past 25 years, “Gentle Fluidity” is Francis Kurkdjian’s answer to contemporary questions on gender identity. 

Benevolence being one of the Maison’s core values, the olfactory twofold reflects freedom of self-expression and unlimited creative autonomy without having to submit to diktats. There is a personality, a sensitivity, a “Gentle Fluidity” between all gender identities.

As a keen observer of society and its evolution, once again Francis Kurkdjian disrupts the rules of fragrance creation with a disconcerting composition exercise. With Gentle Fluidity, he unveils two eau de parfums from two utterly different olfactory worlds (one features a woody, aromatic scent, the other musky, oriental notes), by drawing from the same list of ingredients and going beyond the concept of perfumery for women, men or mixed.

When Francis Kurkdjian conjures up a new fragrance, he follows a golden rule: to use only the quantity of ingredients needed to convey an idea and arouse emotion. When he overdoses some ingredients, he under doses others because fragrances, like all the things that move us, are essentially about balance and expected effects...No more feminine or masculine.

Of the 49 ingredients used to compose this perfume duo, Francis Kurkdjian wished to highlight six which make up the olfactory silhouette of each of the two variations: juniper berry, nutmeg and coriander seed essences, musks, ambery woods and vanilla. In their own way, these two eau de parfum become comfortable and reassuring.

In Gentle Fluidity Gold, generous, enveloping trail, coriander seed essence and an overdose of musks and vanilla can be found. The floral, spicy note of coriander seeds brings, just like musks, ethereal volume and a lingering trail. In the base notes, the gourmand, reassuring notes of the vanilla accord enhanced by the ambery woods reveal a radiant, bright silhouette.

In Gentle Fluidity Silver,nutmeg and ambery woods are dominant and release a vibrant, comfortable trail. As for juniper berry essence, it leads to an ascending, ultra-fresh, aromatic note, similar to a “gin frappé” effect, balanced by the dry, slightly balmy, spicy notes of nutmeg. The base notes reveal ambery wood facets ranging from sweet and enveloping to powerful and dry.

In order to visually tell these two creations apart, a special role was given to the color of the name and the cap and to the balance of letters. Silver for an aromatic woody “Gentle fluidity” featuring a big G, and gold for the oriental musky interpretation where the F is in capital letters, like in “gentle Fluidity”.

Gentle Fluidity is now available at Perfumery & Co, 2nd floor, The Dubai Mall, Dubai, United Arab Emirates

Eshop and other points of sale: franciskurkdjian.com


About Maison Francis Kurkdjian:
Since the creation of Maison Francis Kurkdjian, which they cofounded in September 2009, Francis Kurkdjian and Marc Chaya, its CEO, have worked closely together on its development and the overall artistic direction. Although most fields of expertise can be found in-house, they sometimes call on external talents, whose creativity and sen-sitivity match those of the Maison. To celebrate the launch of this new perfume duo, a 3D film by Hugo Arcier features Francis Kurkdjian’s office. Arcier, a digital artist, replaces or covers virtual as well as reality. Cyril Teste is another talented person Francis Kurkdjian had already worked with in the past. This producer, who was responsible for film performances, collaborated as an artistic advisor. Finally, the music composition was once again assigned to Yannick Kalfayan, whose first creations for the Maison date back to 2015.

For press enquiries please contacts:
Houri Elmayan
PR Wonderland
Managing Director
Houry S. Maljian
PR Wonderland
Communication Manager

© Press Release 2019

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