Pitti Fragranze 2024
From 13 to 15 September, the international artistic perfumery to the Stazione Leopolda to present its latest novelties
Edition No. 22 of Pitti Fragranze, the Pitti Immagine show dedicated to the world of international artistic perfumery, will be staged Sept. 13-15 at the Stazione Leopolda. A must-attend event for professionals and experts alike, Pitti Fragranze once again brings to Florence a selection of the best of the international fragrance scene, with a perfect balance of top names and the most promising young names, along with skincare, beauty and wellness lines. Thanks to continuous scouting and selection work, along with projects, special participations and talks with the industry's key players, the show captures the trends and innovation that animate the universe of contemporary olfactory culture.
Pitti FragranzeThe Sound of Fragrance: theme of the 2024 show.
A colorful, floral Adv campaign that explores the correspondences and creative implications between fragrance and music. “The idea for the campaign image was inspired by a painting by the Florentine painter Bartolomeo Bimbi,” says Francesca Tacconi, special events coordinator for Pitti Immagine, ”whose masterpieces are housed in the Museo della Natura Morta (Still Life Museum) of the Villa Medicea in Poggio a Caiano, designed by Giuliano da Sangallo for Lorenzo the Magnificent. Beginning with floral inspiration, Fragranze invites visitors to grasp precisely the noisy or silent nature of a fragrance, the intimate expression of perfume interpreted through music, and investigates the link between two senses, those of smell and hearing, which scour the invisible and escape the dictatorship of the image, allowing us to learn even more about the adventurous ways of olfactory creation. During the days of the salon, the theme The Sound of Fragrance will be declined in the special immersive installation staged at Spazio Alcatraz, a special project of this edition, also explored in depth in a dedicated Talk scheduled.
Pitti Fragranze
The special project, events, guests:
The Sound of Fragrance: the immersive installation and talk
Inside the Spazio Alcatraz at Stazione Leopolda, the theme will be declined in the immersive installation The Sound of Fragrance, curated by journalist and deputy beauty editor at D la Repubblica Paola Gariboldi and journalist and content creator Susanna Macchia, with music by composer Alessandro Meistro. There will be two paths that will immerse the viewer in abstract and innovative sensory experiences: one path will be dedicated to silence, olfactory and musical, the other to its opposite, to noise in perfume and music. Two will be the fragrances created by maître parfumeur for the occasion: the Silence Fragrance signed by Sonia Constant of Givaudan, and the Noise Fragrance signed by Cristiano Canali of Mane. Paola Gariboldi and Susanna Macchia will also be the moderators of the Talk dedicated to “The Sound of Fragrance,” scheduled for Friday, Sept. 13, in which they will dialogue with the nez creators and the composer, to delve into the creative process of the installation.
RAW by MANE presents La nuova gourmandise: dal gusto al profumo
A journey to discover the New Gourmandise MANE renews its presence at Pitti Fragranze 2024 and for RAW - the show's format dedicated to the most important raw materials of perfume - presenting an engaging event that will tantalise the taste buds of the most gourmand of gourmands. A journey of discovery of the New Gourmandise: from innocent culinary sin and timeless olfactory addiction to disruptive inspiration of contemporary artistic perfumery creativity. Thanks to its many years of expertise in the field of fragrances and food flavors, MANE will tell its story within the RAW conference entitled “THE NEW GOURMANDISE: FROM TASTE TO FRAGRANCE.” In addition to the traditional RAW by MANE presentation, also on the calendar are two demonstration workshops for the Fragrance trade audience - Friday, Sept. 13 at 12:30 p.m. and 3 p.m.
RAW by MANE The new gourmandise: from taste to fragrance
Friday, Sept. 13, at 11 a.m. the presentation by Melanie Duhamel (Fragrance Division Director, MANE Italy, Spain and Portugal), Cristina Stefanutti (Marketing Manager Fragrance Division, MANE Italy), Jérôme Di Marino (Perfumer, MANE) and Cristiano Canali (Perfumer, MANE).
Fragranze Talk: The Sound of Fragrance
Scheduled for Friday, Sept. 13, is the talk that takes inspiration from the immersive installation special event of this edition. Curators Paola Gariboldi and Susanna Macchia dialogue with Sonia Constant (nez di Givaudan), Cristiano Canali (nez di Mane) and composer Alessandro Meistro.
Fragranze Talk: Come si giudica un profumo
Again Paola Gariboldi and Susanna Macchia, on Friday 13, talk with Olivier Cresp, legendary French perfumer considered one of the most influential figures in the industry, maître parfumeur of Firmenich and creator of Akro (a brand distributed by Olfattorio).
Fragranze Lecture: Céline Ellena
Céline Ellena is a talented perfume maker from a family of renowned creators and noses. Grandfather, uncle and father-that Jean-Claude who is one of the most famous noses in the world. Born and raised in Grasse, she created her first perfume at the age of 6, then studies at the prestigious ISIPCA in Versailles to highly acclaimed creations for cult niche fragrance maisons. We will discover her olfactory world together in a lecture in collaboration with the prestigious NEZ magazine.
Conversation with François Hénin
Scheduled to take place at Fragranze on Friday, Sept. 13, is a special one-on-one conversation with François Hénin, founder of the Jovoy perfume maison and eponymous boutiques, and the Jeroboam brand, including anecdotes, marketing strategies and surprises.
The participation of ISTITUTO MARANGONI
The collaboration with Istituto Marangoni continues at this edition of Fragranze with two special initiatives. The talk “Fragrances as the New Woodstock for Gen Z.” Fragrances composed like rock operas, with an amplification of notes to produce maximized sensory effects: perfumers curate the acoustic volume of their creations to dialogue with Gen Z. Between theory and practice, a conference on how, today, fragrances tell musical stories.In addition, Istituto Marangoni will offer a special Educational on the use of social media in fragrance communication, with good (and bad) practices for communicating effectively.
KAON's fragrant cocktail
For more than 20 years, Kaon has participated enthusiastically and passionately in Pitti Fragranze. All distributed brands are present at this edition, and a scented cocktail celebrates Ajmal's entry into the Kaon family and the 15 years of the in-house brand Laboratorio Olfattivo. On the afternoon of Friday, Sept. 13, music and bubbly will take place in the forecourt of the Stazione Leopolda. Because Perfumery is also Fun.
Workshop by FRAGONARD
Fragonard, a historic French perfumery brand, will offer a series of workshops on Saturday, Sept. 14, in which curious people and experts in the field will have the opportunity to make customized olfactory creations, starting with the use of standard raw materials. In the workshop area, a unique experience is assured.
RELATOS OLFATIVOS DEL PASADO
An immersive, aural and scented journey through History Clara Buedo, Spanish journalist and writer, fragrance and beauty expert, founder of the digital magazine Beauty Matters and author of the just-released book Historia del perfume: Relatos olfativos del pasado, presents a special event dedicated to discovering different eras through aroma tastings. From exotic scents such as biblical onycha to mythical perfumes, each stop will be accompanied by music and aromas that evoke the spirit of the era. The tour will include from sacred incenses to 20th century cult fragrances, offering a unique multi-sensory experience.
PITTI FRAGRANZE
13-15 september
Stazione Leopolda
Viale Fratelli Rosselli
Hours: 10 a.m. - 6 p.m.
Free admission reserved for industry professionals
www.fragranze.pittimmagine.com
