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13:58Fragranze 11 the art by Beauty
From Friday 13 to Sunday 15 September 2013, at the Stazione Leopolda, Pitti Immagine
will be presenting the latest edition of Pitti Fragranze, the international fair-event that brings
the top proposals from the world of artistic perfumery to Florence: an observatory par
excellence on the world of olfactory culture.
Pitti Fragranze will showcase the most exclusive top quality artisan essences and the best in
body-care, cosmetic specialties and sophisticated accessories by the finest labels on the
Every year, in September, the industry’s leaders and the most prestigious noses on the
international scene gather in Florence to see what’s new and to ponder the ever closer ties
between the world of fragrance and contemporary lifestyles.
THE THEME OF THE NEW LAYOUT
The theme of the new setting for Pitti Fragranze, designed by Alessandro Moradei, is inspired
by memory: an ideal journey through the world of scents that can reactivate the mnemonic
circuits and will guide visitors through the fair accompanied by graphics and video screenings.
Working from the concept that, more than through our eyes we relive emotions through smell,
Fragranze will be like a map dedicated to the discovery of the unexplored potential of this
sense, also from a scientific viewpoint. Call it an invitation to create a personal memory map
that is redrawn on the basis of olfactory parameters.
THE SPECIAL SECTIONS
In order to respond to the increasingly diversified demands of the world’s buyers who come to
Fragranze, over time the fair’s proposals have been enriched by two special sections:
SPRING the area for new names, for young fragrance brands making their international debuts,
and the new firms on the market.
CHARMS, dedicated to a unique selection of proposals from the world of accessories
(jewelry, scarves, personal and home items …), that are becoming essential to our
At this edition Spring and Charms will be presenting names like: Atelier Moine – Roberta
Gianani, Baruti, Bijoux Cascio, CNR Perfumery, Coquillete Paris, C’Toi by Paul Emilien,
La Parfumerie Moderne, La Sultane de Saba, La Tilde, Laura Mariotti – Luxury Collection,
Masque Fragranze, Mendittorosa Odori d’Anima, Moliabal, Naomi Goodsir Parfums,
Oliver & Co., Peccato Originale, Rose et Marius, Sanhistoire, Tolemaide, X-Ray Profumo,
Undergreen and Vetrofuso.
HERE ARE SOME OF THE BRANDS AT FRAGRANZE 11:
Aedes de Venustas, Agonist, Amouage, Annick Goutal, L’Artisan Parfumeur, Arquiste,
Bakel, Boadicea The Victorious, Bois 1920, Bruno Acampora Profumi, Byredo, Calé
Fragranze d’Autore, Carasana, Carner Barcelona, Caron, Cire Trudon, Dr Gritti, Dr
Sebagh, E. Marinella, Eau d’Italie, Estelle & Thild - Stockholm, Etat Libre D’Orange,
Farmacia SS Annunziata dal 1561, Frapin, Fueguia 1833. Patagonia, Gianluca Bulega
Couture, Heeley, Histoires de Parfums, Humiecki & Graef, Illuminum Fragrance, J.F.
Schwarzlose Berlin, Jul et Mad, Kure Bazaar, La Maison de la Vanille, Laboratorio
Olfattivo, Lostmarc’h, Mark Buxton Perfumes, Mariella Martinato, Miriam Quevedo, Mona
di Orio, Montale - Paris, Nasomatto, Neela Vermeire, Nobile 1942, nu_be, Odin NY, Il
Profumo, O’Driù, Pañpuri, Parfums de Marly, Profumi del Forte, Prudence Paris, Rancé
1795, RLP Maison – Atmospheric Perfumes, Scentbar, Simpsons, Six Scents, Testa
Maura, The Different Company, Ulrich Lang New York, Welton London.
The events and special projects for this edition:
THE PITTI FRAGRANZE OBSERVATORY BY IFF
Pitti Fragranze will present an overview of the current olfactory panorama via an observatory
organized by Pitti Immagine in cooperation with IFF – International Flavours & Fragrances –
this edition’s partner and a leading American name in producing and marketing components for
essences and scents for the food, cosmetics and fragrances industries. On Friday 13
September, IFF will present "PERFUME X-RAY 2013," a report on current developments in the
international fragrance market, with a focus on the latest fragrances and on the strongest trends
of the moment.
THE FRAGRANCE FOUNDATION ARABIA FOCUSES ON THE MIDDLE EAST
Pitti Fragranze n.11 will be focusing on a market which is particularly important for the world of
perfumery, the Middle East, with a talk by sector expert Shahzad Haider. The CEO of
Fragrance Foundation Arabia since 2008, Haider, who also directs the faculty of Fashion
Marketing at the ESMOD Dubai French fashion university, is a recognized world authority on
the perfumery scene in the Middle East, with an analytical knowledge of the fragrance market
and its development, from the regional situation to international trends, especially with regard to
the niche and luxury brand segment. In his talk he will analyze the current niche perfumery
market, paying particular attention to the Middle Eastern perspective, discussing the growing
passion of international brands for oriental scents, and the transformation of brand positioning in
terms of consumer target groups. Interviewing Shahzad Haider will be Chandler Burr, now a
regular at Pitti Fragranze and one of the world’s leading fragrance experts, an American
journalist, perfume critic for the New York Times, and curator of the exhibition "The Art of Scent:
1889-2012” at the Museum of Arts and Design in New York.
TALK ON OLFACTORY THERAPY AND MEMORY
During Pitti Fragranze, Alienor Massenet, a "nose” at IFF – who, amongst many others, has
created olfactory essences for brands such as Estee Lauder, Lancome, Armani, John Galliano,
Diesel, Memo - will give a talk on the use of fragrances within the scientific therapeutic field in
public hospitals in Paris. Supported by Arnaud Montet (global consumer science director of
flavors and fragances IFF) and Anna Montet (student and patient at the hospital Ambroise
Paré), Alienor will open a window on the potential of olfactory therapy, in line with the overall
theme of this edition, the memory. Together, they will tell more about the clinical experiences at
some of the most important hospitals in Paris, where smells are used as "tools of mnemonic
rehabilitation ": these are special atelier, created by IFF together with CEW (Cosmetic Executive
Women, a non-profit association of managers in the cosmetic field) since almost 13 years,
during which patients suffering from trauma and amnesia - through the use of a collection of
more than 120 smells - reactivate the circuits of memory, in a real "olfactory adventure."
THE ANEW INSTALLATION
One of the new features at this edition is the special installation by Pitti Immagine in
collaboration with ANEW, the new six-monthly magazine edited by Francesco Bonami and
Martina Mondadori, under the artistic direction of Christoph Radl which talks about art,
architecture, design, literature, food and fashion.
THE EXHIBITORS’ EVENTS AT FRAGRANZE
Pitti Fragranze features also a rich program of events organized by Pitti Immagine together with
the exhibitors, which puts on the spotlight the international leaders of creative perfumery and
the contemporary scene linked to well-being and lifestyle: talk shows, installations,
presentations and special openings. A unique event of its kind, an opportunity to tell the general
public of enthusiasts more about olfactory culture, combining information with entertainment: it
is for this reason that, Saturday, September 14, Pitti Fragranze will be open to the public.
Among the events already confirmed at this edition: L'Artisan Parfumeur presents the new
collection "Explosions of Emotions" in the presence of the nose creator Bertrand Duchaufour,
the conference by Comptoir Sud Pacifique, with the prefumer Valerie Pianelli who will present
the new collection "Voyages en Orient"; the presentation of the new fragrance by Emilie Bouge
creator of Brécourt, vero.profumo by Vero Kern, Mona di Orio by Jeroen Oude Sogtoen,
Yosh by Yosh Han and Fueguia 1833 by Julian Bedel. Patagonia; and again, the events
organized by Silvio Levi, to discover what's new by Calé Fragranze d’Autore. Lat but not least,
during Fragranze also the cocktail party for the press and the industry in which Essenses
celebrates its brands Eau d'Italie, Aedes De Venustas, David Mallett, Heeley, and Jovoy
THE WORLD PREMIERE OF THE LIFESTYLE BRAND ROADS BY DANIELLE RYAN
At this edition Celso Fadelli together with Intertrade Group present the worldwide launch of
ROADS, the new lifestyle brand designed by Danielle Ryan, which will include also 10 exclusive
fragrances. ROADS will be presented with a special event, organized by Cristiano Seganfreddo,
that will take place in Florence during Pitti Fragranze.
THE SPECIAL PROJECT BY PITTI IMMAGINE AND LA RINASCENTE:
Among the initiatives at this edition we highlight the special collaboration of Pitti Fragranze with
La Rinascente, which will be inaugurated on the occasion of the Vogue Fashion's Night Out,
on the evening of Thursday, September 12, and that will continue until September 16. Three
windows of the department store in Piazza della Repubblica will be dedicated to the "memory",
the theme of this edition of Pitti Fragranze. A special setting designed by architect Alessandro
Moradei will put on stage the Pitti Fragranze’s world of graphics and words. A special video
installation will project the images that the filmmaker Marco Monfardini has collected from an
archive of over 10,000 movies, the Sync Film Archive, from the 40s to the 90s, made by people
all over the world: images of different subject, inspired by scents and smells - holidays by the
sea, in the mountains, family reunions, birthdays ... - selected exclusively for this project, that
represent the most immediate original and exciting visual link, able to bring up the privacy of the
memories of each person.
by Pitti Immagine
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