Fragrance has the power to bring back memories, remind us of someone or somewhere we love and take us back to moments we thought forgotten. With Hold Me Closer, the Turkish niche perfume house NISHANE explores the connection between scent and emotion through a new short movie directed by Demitri Zujew. The short movie marks a new chapter in the brands approach to storytelling as it brings the world of fragrance into the big screen. Instead of expressing a perfume through notes and ingredients, NISHANE uses images, characters and emotions to reflect the emotions behind its latest creation.

Shot in Nara, Japan and around Mount Fuji in August 2026, Hold Me Closer follows the story of a relationship that has come to an end and the memory of a final embrace between the two lovers before their last goodbye. The scent becomes a reminder of the last moment, showing how fragrance can hold on to feelings long after a person has left. The movie stars Japanese actor Soji Arai, known for his roles in Pachinko and Tokyo Vice, alongside newcomer Ichie, who was discovered through casting. A Japanese creative team also helped bring the project to life, including director of photography Yukihiro Miyakawa, production designer Kohki Nawa and casting director Ruriko Takahashi.

The movie follows the fragrance olfactory identity and takes inspiration from ki sho ten ketsu, a traditional Japanese storytelling structure that develops a story through introduction, development, a turning point and conclusion. This approach adds another layer to the film’s emotional journey. Hold Me Closer is the new fragrance launch by perfumer Alexandre Helwani and it completes the Second Verse of NISHANE’s acclaimed Rumi Collection.

The short movies was scheduled to be released on the brand’s media channel on 30 September 2026 after premiering in Cannes on 29 September 2026. With this project, NISHANE introduces a different way to experience fragrance, turning an invisible scent into a visual story about love, memory and the moments that stay with us.