Pitti Fragranze n.13
Pitti Fragranze n.13
By Michela Marra
The yearly event longed-for by all perfume lovers is back: Pitti Fragranze runs from September 11-13 in Florence and will showcase the very best of international artistic perfumery. The exhibition will feature over 230 brands from around the world. The theme for this year’s edition of Pitti Fragranze is “Olfactory Kaleidoscope.” Recalling “That’s Pitticolor!”, the defining leitmotif for Pitti Immagine’s summer exhibitions, Pitti Frangranze n.13 celebrates colour in all of its highly powerful expression. The idea is that colour is one of the essential codes in the perfume universe. The new showroom layout, curated by Alessandro Moradej, will also be an Olfactory Kaleidoscope. The unprecedented journey will guide visitors on an experience made of liquid refractions and reflections, illusions and chromatic intrusions.
This year’s novelties include two special sections: Spring and Charms. The former is entirely dedicated to new names, fragrance lines making their debut before an international audience; the latter, on the other hand, displays a sophisticated selection of suggested accessories both personal and for the home, including jewellery, foulards and home decor items.
Worth noting is the participation of Chandler Burr with his installation “Art Objects, Shapes, Colour and Scent,” which compares 15 scents and how they are paired with 15 different art masterpieces including paintings, photographs, sculptures and architectural works. Burr, one of the world’s greatest experts on fragrance and a regular guest at the exhibition, will curate a special installation project that will be displayed throughout the exhibit tour, creating a dialogue between visual art and scent.
Not to be missed is “Raw,” a new project by Pitti Fragranze that will illustrate the most important raw materials at the very heart of a fragrance. This first edition features a special on the Calabrian bergamot.
See you in Florence!
Viale Fratelli Rosselli, Firenze