A unique project involving eight of the greatest international noses committed to finding the ultimate scent of passion will make its debut in South Africa at SA Fashion Week A/W 15 in October.
UNSCENT 2014 – LOVE MAGIC POTIONS, the olfactory art project which launched at the international fragrance fair, Pitti Fragranze, in Florence in September, presents the one-off love potions as a multi-sensory voyage of seduction that combines fragrance, art and literature, says Celso Fadelli, CEO of the Italian-based perfumers, Intertrade Group.
Conceptualised jointly by Fadelli and business partner, Christiano Seganfreddo, the current project explores the fragrance of passion and follows the success of the company’s signature conceptual UNSCENT installations as well as its unique in-store approach at its 500-strong Avery Perfume Galleries around the world that sets out to make the multifaceted experience of smell come alive.
This experimental project will later be translated into a limited edition capsule collection.
The perfumers hand-picked by Fadelli to develop signature scents were Cécile Hua, Ralf Schwieger, Cyrill Rolland, Celine Ripert, Christian Vermorel, Alex Lee, Arturetto Landi and Vanina Muracciole.
The installation will also introduce some of the other new perfumery ideas from the Intertrade Group as well as its existing stable of limited edition perfume brands that include:
Acqua di Stresa – Fragrances from the Italian lakes;
Agonist – Evocative of Scandinavia;
Azaqury – Refined elegance;
Boadicea – Heady, victorious fragrances dedicated to the legendary Celtic Queen;
Blood Concept – Vital saps and blood aromas;
Czech & Speake – A quintessentially British twist;
Couto – A nostalgic revisit of this classic toothpaste formula
Diane Pernet – The distinct signature of this fashion icon;
Automobili Lamborghini – The power of L1;
Re Profumo – The classical decadence of Venice;
Roads – Inspirations, places and paths in life;
S-Perfume – Japanese art and culture inspired by the artist Nobi Shioya;
soOud – The essences and nectars of East meets West;
Santa Eulalia – The new fragrance brand evocative of the impeccable fashion glamour of Barcelona.
“Scent is the most important sense in memory creation and experience. Our sense of smell is unique and mysterious and is a fundamental aspect of love, life and desire.
We are delighted to have the opportunity to bring this exhilarating interactive experience to South Africa for the first time though our association with South African Fashion Week,” Fadelli says.
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