Future Memories is Byredo's new Eau de Parfum created by Quentin Bisch An olfactory exploration of vanilla, galbanum, and iris captured in the visual campaign by Arnaud Lajeunie

There is something almost imperceptible in the present. This moment, the one you are experiencing without thinking about it, is already becoming something else. It does not disappear, but it changes shape: it is deposited in memory. In fact, the present has this nature, that of silently turning into the past. Future Memories, the new Eau de Parfum signed by Byredo and created by master perfumer Quentin Bisch, was born precisely from this observation. The fragrance does not look at nostalgia or memories already experienced, but turns its attention to the instant that precedes the birth of a memory: that suspended moment in which the experience is still alive and has not yet been fixed in the memory, asking a discreet question: what do you choose today to remember tomorrow?

The visual campaign by Arnaud Lajeunie

The visual universe that accompanies the launch is signed by French photographer and director Arnaud Lajeunie, who chooses to capture sensations rather than events. Between a ray of light that touches the skin and a gesture suspended in movement, the images develop as evocative atmospheres created in the landscapes surrounding Cape Town, in South Africa. The protagonists of the story are Marina Ontanaya and Louis Baines, a real-life couple whose presence tells a narrative made of shared landscapes and daily rituals without artifice.

To expand the emotional landscape of the countryside, Lajeunie's floral studies are added: flowers suspended between full bloom and the inevitable wilting, chosen as a metaphor for the ephemeral nature of human experience to preserve a precious moment just before its transformation.

Quentin Bisch's olfactory composition

For perfumer Quentin Bisch, vanilla in this creation is not interpreted as a reassuring note in the traditional sense, but as an element addressed with clarity and precision. The opening of the fragrance is bright and incisive thanks to the galbanum essence, the blackcurrant accord and the aldehydes, which express a green and mineral precision. In the heart, the rhythm slows down with the presence of iris butter, labdanum, orange blossom and a white vanilla accord. The base combines an accord of vanilla liqueur and Madagascar vanilla extracted with CO₂ with Ambrofix and musk, creating a discreet trail in which the sweetness is deliberately attenuated.