Over the past decade, Baccarat Rouge 540 by Maison Francis Kurkdjian has evolved from a niche favorite into a global cultural presence. That transformation is at the center of ICON(S): Maison Francis Kurkdjian – The Alchemy of the Senses, a documentary created by Terminal 9 Studios. Rather than simply recounting the fragrance’s success, the film explores how it moved beyond perfumery into a broader cultural narrative.

Continuing the experiential activations, Maison Francis Kurkdjian hosted a screening and cocktail event for its ICON(S) on April 28 at the Museum of Modern Art in New York, convening a cross-section of creative and cultural figures to mark the launch.

The guestlist was made up of creatives, tastemakers and insiders of the fragrance industry, including Wisdom Kaye, LaQuan Smith, Julez Smith, Dynasty Ogun, Raisa Flowers, Hailey and Nil Sani, Neru Shimav, Bilal Rehman, Jamila Strand, Chiara Hovland, and Curtis and Carlsen Atanga, among others.

The gathering, held at MoMA, spotlights the brand’s continued investment in storytelling and positioning themselves beyond fragrance, using film as a medium to explore creative expression.