Fragrance house

24 ScentStory

24 ScentStory is a Dubai-based fragrance company founded by Gabriel Chami, with sources placing its founding in 2007 or 2008. Its creative identity centers on using fragrance to tell stories and prioritizing the scents themselves over marketing concepts. The company’s first major public launch came on 2 June 2009, when it unveiled 24 The Fragrance in Dubai through a collaboration with Twentieth Century Fox Licensing and Merchandising. Inspired by the television series 24 and its central character, Jack Bauer, the project was proposed by Chami to Fox, while Daniel Clarke led its design and marketing development. The 24 fragrance identity became the foundation of the associated 24 brand, whose initial core comprised two fragrances. 24 The Fragrance was ScentStory’s first fragrance, making the 24 line the brand’s clearest defining fragrance identity.