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Olfactory culture in Florence

From 13 to 15 September 2019 the Stazione Leopolda hosts a new appointment with Fragranze, the Pitti Immagine event salon that brings the best suggestions from international artistic perfumery to Florence.

A unique stage, a special audience, this select and authoritative meeting point is dedicated to the best ideas in artistic perfumery, the latest news for beauty and wellness, and the most exclusive skincare lines. It is presented by 150 among the most qualified maisons and brands, but also by new talents on the world scene. Pitti Fragranzeis the unmissable event bringing the leading names in the sector and the most prestigious noses to Florence every year to talk about new trends and the most advanced experiences of selective perfumery, creating a link between fragrances and today’s lifestyle.

The theme of Pitti Fragranze 2019is a quote by Walter Benjamin, “Veiling is essential to beauty, it prevents it from being stripped naked and revealed”. The image of this new edition was born and developed around the combination of art and beauty. Beauty is intended here as harmony, a dynamic and changing reality, in which we must learn to be and to move by touching and weaving essences on the skin, modern-day classics, both sublime and veiled.

This year Pitti Fragranzerecounts the most advanced olfactory experiences in marketing and culture. “Pitti Fragranzeis increasingly the place par excellence where you can find the latest news on international artistic perfumery and its most advanced experiences” – says Agostino Poletto, general manager at Pitti Immagine. From the sector’s known names to emerging brands, they all meet in Florence with the high beauty international community and lifestyle. This edition confirms the event’s strong points: a careful selection, and attention to the quality of the products, alongside high-profile international scouting. The fair also includes a programme of events on modern-day olfactory culture, increasingly rich and multifaceted, making Pitti Fragranzea truly unique hub. The listing includes this edition’s special guest – undisputed master Jean-Claude Ellena – and the rich calendar of Fragrance Talks, with a focus on the most advanced facets of retail in perfumery – from staff training to designing physical and virtual spaces on skincare and much more.

We invite you to plunge into the experience of perfume parlours, coupled with the city’s initiatives in La Città delle Fragranze!