Pitti Fragranze 20: from 16 to 18 September 2022
It awaits you in Florence: from 16 to 18 September at Stazione Leopolda. The title-theme of this edition is The 5 senses issue. There will be around 160 brands at the show: discover the news, the protagonists and the special events!
The 20th edition of Pitti Fragranze, the Pitti Immagine fair dedicated to the world of international artistic perfumery, will be staged from 16 to 18 September at the Stazione Leopolda in Florence. The event that brings the leading names in the sector and the most prestigious noses to Florence, a point of reference - due to its continuous attitude towards research and exclusivity - for the market and fragrance enthusiasts, and for the latest trends in terms of skincare and wellness, is preparing for an edition full of news, debuts, special guests, unmissable events and talks.
The 5 senses issue: theme of the 2022 fair “After a sensorially difficult time – says Agostino Poletto, general director of Pitti Immagine – in which distance, detachment, absence prevailed, returning to feeling in a total, complete, synergistic way represents a desire, a necessity, a newfound opportunity. This is the message we send from Fragranze with The 5 senses issue. Because living an experience deeply, without isolating a meaning, but listening to it as part of everything, like a concert of information, amplifies perception and excites. Finally." “This is why we are preparing an edition conceived as an amplified experience of the senses.
From the new products presented by the leading companies and brands - there will be almost 160 at this edition, whether they are the leading names in the world of fragrances and beauty lifestyle, or the emerging names making their debut - up to an intense program of events, special guests, participations and talks, in which interactive experiences are held, trends are taken stock and new ones are launched.” The 5 senses issue inspired a visual communication campaign in which material, consistent, generous brushstrokes trace imaginary petals, ready to disintegrate to suggest something else. A trait that goes beyond the surface, becomes substance, emanates perfumes, pigments, can almost be touched. With references to the 'informal' roses of Sergio Scatizzi, to the dripping polychromy of “Cherry Blossom” by Damien Hirst. And in the claims that accompany this edition, the perceptions deliberately cross, integrate and add up: Smell my eyes, Hear my skin, Touch my scent, See my lips, Taste my smell. UniCredit main partner of Pitti Immagine Pitti Immagine's three-year collaboration with the pan-European banking group UniCredit continues, focused on the issues of sustainability and innovation, with particular attention to supporting the internationalization of Italian companies. Events, guests and special participations: Pitti Fragranze returns to present artistic perfumery, the themes and protagonists of the most contemporary olfactory culture also thanks to a series of events and special projects, presented by Pitti Immagine and the brands participating in the show . Here are some previews of what will happen at Stazione Leopolda: Special Guest: Alessandro Gualtieri aka THE NOSE Alessandro Gualtieri aka The Nose, author of Nasomatto and Orto Parisi, is the Special Guest of this edition.
For Pitti Fragranze he designed IL MURO ALCHEMICO: an interactive physical experience that people will be able to live at Stazione Leopolda during the three days of the fair. (see specific press release) RAW by MANE presents 'The Rose: Reinventing Iconics' MANE renews its presence at Pitti Fragranze 2022 and for RAW - the salon format dedicated to the most important raw materials of perfume - presents a multisensory journey of re-discovery of the Rose. The undisputed queen of the history of perfumery opens up to new olfactory scenarios thanks to more than 150 years of MANE experience in the selection and extraction of natural raw materials. A source of inspiration for painters and poets over the centuries, a protagonist in the sacred texts of China, ancient India and Greek mythology, the Rose has always been a strong symbol of femininity, passion and beauty.
MANE reinvents this ingredient through the exploration of different territories capable of revealing the best olfactory profile of the raw material; sustainable co-extractions to exploit the synergistic combination of different ingredients as an alternative to more traditional extracts; biotechnologies and green up-cycling processes to meet the new challenges of nature. In a succession of raw materials and olfactory creations, the conference entitled 'The Rose: Reinventing Iconics' will be held on Friday 16 September, at 11.00 am at Stazione Leopolda, and will be curated by Melanie Duhamel (Fragrance Division Director, MANE Italy, Spain and Portugal), Cyril Gallardo (Ingredients Director, MANE EMEA), Mathilde Voisin (Ingredients Marketing Manager, MANE EMEA) and Mathieu Nardin (Perfumer, MANE Paris). The Osmothèque of Versailles For the first time at Pitti Fragranze, the Osmothèque, the first historical archive dedicated to perfume, located in Versailles, will tell the incipit: where all the stories of perfumes began. The prestigious French institute is a true living archive - one of a kind with a collection of over 5,000 fragrances, 800 of which are now unobtainable - which since 1990 has been dedicated to preserving, passing on and studying the history of perfume, projecting it into the future. At Fragranze it will be present with a special area dedicated to a selection of milestones from its incredible heritage, and with a focus on the rose and the great olfactory creations that have historically seen it as the protagonist.
On Saturday 17 September, at 11am in the Talk Area of the Leopolda Station, there will also be a presentation given by Isabelle Chazot, president of the Scientific Committee of the Osmotèque. The Talk on the 5 senses: “Sense the Senses” Friday 16 September at 4.00 pm, Giovanna Zucconi, journalist, writer and great lover of fragrances, coordinates a meeting on the 5 senses, the main theme of the salon, with the participation of Elena Abbiatici, historian of art, artistic director and curator of contemporary art, and Tania Gianesin, strategic and scientific consultant who deals with education, culture and social entrepreneurship - both great experts and narrators of sensoriality.
The Book: The art of living by smelling Always Giovanna Zucconi curates the talk-interview with Bill Hansson, author of the book “The art of living by smelling. Surprising stories from the world of perfumes and smells” (Aboca Edizioni). The Swedish neuroethologist, who currently directs the Chemical Ecology department of the Max Planck Institute in Jena, leads us to the discovery of many curiosities from the world of olfactory research. Scheduled for Saturday 17 September, at 12.00 at Stazione Leopolda.
Among the exhibitors' events at Pitti Fragranze 20 we highlight: The Taif rose Laura Bosetti Tonatto, a world-famous nose, will curate a special presentation – Friday 16 September at 3.00 pm – on the precious Taif rose from the Saudi plateau, whose flowering is jealously guarded to preserve its rarity: a public story that the creative dedicates to the famous nose Guy Robert on the tenth anniversary of his death. With the participation also of Beatrice Barni of Rose Barni.
Sergio "Sergio" also debuts at Pitti Fragranze, the new fragrance from the "Les Étoiles" collection by Laura Bosetti Tonatto, dedicated to the Madrid dancer Sergio Bernal, international star and interpreter of a new original flamenco, present at the salon for a special presentation and performance , Saturday 17 September at 3.00 pm, moderated by Angelo Bucarelli and Cecilia Primerano. In the Talk Area of the Leopolda Station, during the days of Fragranze, “Acqua di rose” will also be screened, a visual project linked to the theme of this edition and created exclusively by Furio Ganz and Alessandro Gori.
Among the brands participating in this edition of Pitti Fragranze 20 there are: 19-69 // Absolument Parfumeur // Acqua delle Langhe // Aether Parfums // Agatho // Altra // Antonio Alessandria Parfums // Apothia // Astier de Villatte // Atelier Oblique // Attar Al Has // Ausmane Paris // Barberians Copenhagen // Baruti // BDK Parfums // Bel Rebel // Binet-Papillon // Boadicea The Victorious // Bougies Rigaud // Christian Provenzano // Comporta Perfumes // Danhera Italy // E.Marinella // Edward Bess // Epico Fragranze // Essential Parfums // Essenziale Laura-L. Bosetti Tonatto // Fabrizio Tagliacarne // Farmacia SS. Annunziata dal 1561 // Fragonard // Francesca Bianchi // Franck Boclet Parfums // Gabriella Chieffo // Goutal Paris // Gravel New York 1957 // Höbepergh // Hunq // Imaginary Authors // Insium // Jorum Studio // Kajal Perfumes // La Manufacture // Label // Laurent Mazzone Parfums // Les Bains Guerbois // Linari Fine Fragrances // L'Orchestre Parfum // Lucien Ferrero Maître Parfumeur // M.Micallef // Maison Tahité – Officine Creative Profumi // Mansfield // Miller Harris // Moth and Rabbit // Mugham // Obvious // OhTop // Olfattology // Olivier Durbano // Omnia Profumi // Optico // Pana Dora Sweden // Pekji // Philip B // Photogenics LA // Premiere Note // Profumo di Firenze // QDL Absolutely Milano // Rajani // Regalien // Renier Perfumes // Rhizome // RPL Parfums // Senyoko // Shauran Paris // Son Venin // Spirit of Kings // State of Mind // Teatro Fragranze Uniche // The Gate Fragrances Paris // The Spirit of Dubai // Timothy Han Edition // Vertus // Waphyto // Welton London // Wiener Blut // Yohji Yamamoto Parfums. The new names of SPRING: SPRING is the area dedicated to a selection of new brands, fragrance lines presented at the first appointment with the international public and new realities on the market, to intercept the need for novelty of the buyers who are most attentive to research. Here are the names of SPRING at this edition: Step Aboard // Alguien // Botanicae Expressions // Carola fra i Trulli // Ciatu // Conte Lumelli – Milan // Coreterno // EMA Bart Florence // Essensitive // Estoras // Extra Virgo // FUMparFUM // Inflamade // Olfacto Luxury Fragrance // Ortance // Parfumèide // Permano // Petite Amie Skincare // Sora Dora // Tobba Parfums // Voskanian Parfums // Wesker. Pitti Fragranze 20 is also digital on Connect The physical dimension at Stazione Leopolda is joined by the digital one, thanks to the Pitti Fragranze 20 platform with Pitti Connect – online from 6 September to 26 November – the tool that allows you to delve deeper into all the brands of the show , integrating opportunities to network, create business contacts - even by booking your appointments at the fair in advance, and discover important editorial content.
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Read all about: Pitti Fragranze 2023
