Pitti Fragranze back in Florence with 140 exhibitors, special guest Alessandro Gualtieri

By

Laura Galbiati

Translated by
Nicola Mira

Published
Jul 25, 2022

The 20th edition of Pitti Fragranze, the trade show of the creative perfumery sector, entitled ‘The 5 Senses Issue’ and featuring 140 international exhibitors, will be held at the Stazione Leopolda venue in Florence on September 16-18.

“After a difficult period at the sensory level, with distance, detachment and absence prevailing, returning to sensations in a holistic, complete and synergistic way is a desire, a necessity, a renewed opportunity. This is the message we are broadcasting at [Pitti] Fragranze with an edition themed around the five senses. Because living an in-depth experience, without isolating a single sense but listening to it as part of a whole, as a symphony of information, amplifies perception and sparks emotions, at long last,” said Agostino Poletto, managing director of Pitti Immagine.

“This is why we are preparing an edition designed as an amplified experience of the senses, featuring new products presented by leading producers and brands - there will be more than 140 of them in this session, from the top names in the perfumes and beauty lifestyle world to emerging brands making their debut - alongside an intense programme of events, special guests, contributors and conferences, during which participants will enjoy interactive experiences, explore existing trends and witness new ones being launched,” added Poletto.

This edition’s special guest is Alessandro Gualtieri, known in the industry as ‘the Nose’, fragrance designer of the Nasomatto and Orto Parisi brands, who has developed for the occasion the ‘Alchemic Wall’, an interactive experience visitors will be able to enjoy first-hand at Stazione Leopolda.                    
   

            
For the first time, Pitti Fragranze will showcase Osmothèque, the first historical archive of perfume, based in Versailles, France, illustrating where the roots of all fragrances originate from. “The prestigious French institute, a genuine living archive - with a collection of more than 4,000 perfumes, of which 800 are now impossible to find - aims to preserve and reconstitute, if lost, the fragrances’ original formulations, and to turn this vast heritage towards the future. At Pitti Fragranze, [Osmothèque] will focus in particular on roses, and on the great perfumes this flower has been the centrepiece of,” said the event's organisers in a press release.
 
The flower will also feature in a presentation by Laura Tonatto on the rose of Taif, considered the most precious of roses, whose flowering on the Saudi plateau is cherished as sacred and rare. The five senses will be the main theme of a debate coordinated by Giovanna Zucconi, journalist, writer and perfume enthusiast.
 
Finally, the show will again host the Printemps section, dedicated to emerging brands, to perfumes making their first international appearance and to new market players. Among those featured, Step Aboard, Alguien, Botanicae Expressions, Carola fra i Trulli, Ciatu, Conte Lumelli - Milano, EMA Bart Firenze, Essensitive, Estoras, Extra Virgo, FUMparFUM, Nolença, Olfacto Luxury Fragrance, Ortance, Parfumèide, Permano, Petite Amie Skincare, Sora Dora, Tobba Parfums, Voskanian Parfums and Wesker.