Memory is a place

The fragrance synergizes with the warm, enveloping visuals and comforting textures of the Intersection designs. From the palette to all the distinctive details, each piece feels like rare art. Each piece translates into the aroma blend of old journals, ink-splattered paper, and worn stone walls embedded with earth-trodden wood that was made bespoke for the owner.

Je ne sais quoi—there are so many objects, bottles, and jars filled with treasures and perfumery ingredients from forgotten lands. All would infuse the scent, becoming an opulent mystery. It will engender the feeling of being transmitted into a scent time bubble of no given time—the Aladdin's cave of scent.

A complete picture of Morocco—discovering the treasures that glimmer throughout the city, each imbued with stories of history and heritage from the Atlas Mountains, the hidden caves, with a demure of cold stone to smoked wood from a distance. The softness of the desert to the earth-trodden ground gives an emotion of sublime desire waiting to be discovered.

Smell is the fastest memory-evoking sense, and there’s a red thread of familiarity in my creations with multi-layers of shapes that spark an emotion through each molecular drop. People feel nostalgia towards what most speaks to their memories. When I create a fragrance, I’m aware of the ripple effect that it has on the wearer and the space around them. I formulate each scent by telling a story—their story, your story. The end result rings bells through the walls of architecture and becomes a part of identity and self-expression. Ultimately, something we’re all remembered by.

Rain on Earth takes me back in time to when I was a child in India, playing in the monsoon, experiencing the joy of living moment-to-moment. I later released this when the British Government asked me to create the scent of Britain. It tells my story of growing up in a country surrounded by happiness, simplicity, and richness, where I was able to run free with joy and passion by experiencing nature's true wonder and Mother Earth’s delights.

According to a study by Rockefeller University, people remember 5% of what they see, 2% of what they hear, 1% of what they touch, and 35% of what they smell. This sense is directly connected to the most ancient parts of the brain responsible for memory, emotion, and learning. It’s the first sense we developed for safety and sense-making. Once you breathe in those scent memories, they never leave you, which can therefore be a beautiful thing.