Being invisible, scents trigger memories deep in the subconscious, and send subliminal messages. They are also associated with hanan (‘tenderness’ in Arabic) and love. In the Middle East, perfumes are revered to a high degree, and have seemingly evolved along with changes in the way people sense smells. There is also an evident link between scents in a particular environment and geographic locations – even moments in time – and how people behave on both an individual and collective level. With there being such a strong expression of identity through the sense of smell, it is almost impossible to separate one from the other. For example, one can consider commonplace greetings in places like Cairo and others in the Arab world: sabah el ful wel yasmeen, they say, which translates to ‘[may you] have a morning full of jasmines and jasmine sambac’.