Scent is widely considered to be the most influential act of consciousness linked to memory and emotion. Unlike other senses, smell travels directly to the limbic system—including the amygdala and the hippocampus—the two brain areas most responsible for processing memories and emotions. The direct connection allows even a whiff of familiarity to trigger passionate memories with remarkable accuracy, even if from decades past.

With this power of invisibility in mind, lifestyle investment company Archive, led by Pietro Ruffini, and Francesco Ragazzi, founder and designer of Italian streetwear brand Palm Angels, came together to unveil Réservation Parfums, a new olfactory venture destined to establish new creative languages among ourselves. Inspired by French craftsmanship and heritage, as well as the lure of an ever golden California, Réservation Parfums intends to craft a universe anchored by scent—where remembrance remains powerful and treasured experiences mold the vision for each exceptional perfume.

Available in seven distinct fragrances—Jasmine Haze, Bleu Piscine, Feu De Rose, Chambre Secrete, Late Night, Riviera Californienne and Suite 909, the collection’s signature scent—Réservation aims to keep the memory of travel and those intimate moments alive for as look as we seek them. “My journey has always been a blend of travel, imagery and dreams,” Ragazzi says of his new role as creative director at Réservation. “With Réservation, we capture the essence of ‘l’art de vivre,’ it’s a brand that lingers in memories, both seen and unseen.”