September 11, 2023

Pitti Fragranze 2023 in Florence

From 15 to 17 September, the international artistic perfumery returns to the Stazione Leopolda to present its latest novelties

The 21st edition of Pitti Fragranze, the Pitti Immagine exhibition dedicated to the world of international artistic perfumery, will be held from 15 to 17 September at the Stazione Leopolda in Florence. A not-to-be-missed appointment for professionals and experts alike, Pitti Fragranze once again brings the best of the global scene to the city, including top names, prestigious noses and the most promising young realities, while also casting a wide-eyed eye over the latest in skincare and wellness. This holistic approach, the result of the continuous scouting and selection work that characterises the show, accurately captures the trends and innovation that animate the universe of contemporary olfactory culture.

Reinvented Perception: the theme of the 2023 edition
"The theme of this edition, 'Perception Reinvented', investigates a different way of perceiving the world of perfume, but not only that," says Agostino Poletto, General Director of Pitti Immagine, "through images, words, and sounds that arise from the use of digital and Artificial Intelligence. Creative experimentation, advanced technology, art and artifice set our emotions in motion and reinvent the way we perceive them".

"Pitti Fragranze is in fact much more than just a showcase of products: it is an observatory on the evolution of the market - including that of the very young Generation Z - a moment of encounter and inspiration, a multi-sensory journey not to be missed. A laboratory where the future of fragrances is imagined."

During the days of the show, the concept of Perception Reinvented will take the form of an encounter between technology and creativity, between physical and virtual reality, through a special immersive installation combining fragrance, music and digital art, and a series of dedicated talks. Perception reinvented stages a delicate and constantly evolving balance, linking present and future, creating an experience capable of engaging and astonishing.

Exhibitors' events include:

Inside the Spazio Alcatraz at Stazione Leopolda, the theme is also declined in the special immersive installation Symbiotic Experience _ perception reinvented, curated by journalist and deputy beauty editor at D la Repubblica Paola Gariboldi and journalist and content creator Susanna Macchia. Four digital artists and four noses have combined their skills creating a multi-sensory journey that, by reinventing perceptual possibilities, opens horizons to new frontiers in the creation and enjoyment of fragrance. An installation that showcases sillages composed for the occasion by noses Alberto Morillas, Coralie Spicher, Serge Majoullier and Jerome Di Marino inspired by digital artwork created - through imagination and the tools that Artificial Intelligence makes available - by artists Gisella Alfieri Sabattini @retrospective. ai, Bonnie Tsang @bonnietsang, Giovanna Sala @meteoavverso and Alex Valentina @alexvxvxvxvx, in an experimental symbiosis that reinterprets the very concept of fragrance.

Paola Gariboldi and Susanna Macchia are also the moderators two talks dedicated to Symbiotic Experience: the first - Friday, Sept. 15, 4 p.m. - is to comment on and explore the installation and compares two creator noses (Coralie Spicher of Firmenich and Jérôme Di Marino of Mane) with neuroscientist Anna D'Errico (@the_sense_perfect) who helps us understand spillovers and engagement of new creativity on digital generations. The second-Saturday, Sept. 16, 11:30 a.m.-sees perfume influencer and tiktoker @sssinister (Matilda Mori) take the stage with a niche and artistic perfumery professional, Roberto Drago of Kaon. The two will discuss the topic of how new social media and unconventional languages may or may not open up new opportunities for knowledge and dissemination to perfumes.

RAW by MANE presents 'The Scents Of Collective Unconscious'
Local raw material extraction processes
MANE renews its presence at Pitti Fragranze 2023 and for RAW - the show's format dedicated to the most important raw materials in perfume - presents an exciting olfactory journey between past, present and future guided by the Scent of Memory. An all-Italian tale that locates the roots of contemporary feeling in a unique and constantly evolving shared heritage, where the creativity of perfumers is supported by the authenticity of increasingly local raw materials and the futuristic extraction techniques of the essence house. In addition to the traditional RAW by MANE presentation, also on the calendar are two demonstration workshops for the Fragrance trade audience - Friday, September 15, at 12:30 p.m. and 3 p.m. - of the exclusive MANE Jungle Essence™ extraction technique.