By Rosa Smith. Cover AlessandroGori.Laboratorium for Pitti Fragranze
Get ready for an olfactory and harmonic journey at the Stazione Leopolda in Florence from September 13-15: Pitti Fragranze 2024 will amplify not just the notes of perfumes but also those of music. The 22nd edition, titled The Sound of Silence, will host 180 brands, including 60 newcomers and 36 first-time exhibitors. With 75% of the brands being international, the event will feature names from France, the UK, the USA, the UAE, Spain, and more, with notable debuts from Australia, India, Japan, and Senegal.
What to expect from Pitti Fragranze 2024 edition
The three-day agenda will be incredibly engaging. Innovative and artistic brands, workshops, and musical olfactory experiences will take centre stage with The Sound of Silence installation. Curated by journalists Paola Gariboldi and Susanna Macchia and designed with Monogrid, a boutique agency specialising in interactive experiences, this work will explore the deep, mysterious connections between fragrance and music. Attendees will embark on two sensory journeys—one focused on silence and the other on noise—each embodied by a unique fragrance and an original musical composition by Alessandro Meistro.
Why Pitti Fragranze 2024 will be noisy. Music & perfume are an harmonious blend
Pitti Fragranze 2024 will also feature a talk organised by Istituto Marangoni, curated by journalists Francesca Delogu and Silvia Manzoni, titled Fragrances as the New Woodstock for Gen Z. The talk will explore how fragrances can be composed like rock songs, creating amplified sensory effects. Additionally, Istituto Marangoni will host an educational session on using social media to communicate about perfumes. We’re looking forward to it.
Must-See brands at Pitti Fragranze 2024
01. HUNQ
“After a hard-working day, men have their own specific smell” is the starting point for this Dutch-based, French-produced brand. Founder Hyun Yeu captures the sensuality and scents of various masculine professions with fragrances like Gardener, Barman, Carpenter, Lifeguard, and Mechanic.
02. BLNDRGRPHY
Celebrating the art of bartending, BLNDR transforms mixology into creative fragrances. Each original blend evokes the complexity and emotions of a cocktail. Imagine a Patchouli Mojito or an Amber Negroni.
03. Blackcliff Parfums
Born in Barbados, this brand at Pitti Fragranze brings the scents of the Caribbean paradise to life. Its fragrances harmonise notes of fruit, woods, spices, and herbs, capturing the essence of the island’s natural beauty.
04. Woha Parfums
Combining architecture and fragrance, Woha Parfums explores the relationship between space and scent. The “Arquitectura Liquida” collection features 10 fragrances, each linked to a unique architectural project.
05. Coreterno
Inspired by punk songs and psychedelic journeys, Coreterno offers fragrances with names like Hardkor, Psychedelicious, and Mystic Sugar. This Rome-based lifestyle brand also produces luxury jewellery, drawing inspiration from rebellious poets and Renaissance art.
06. Ajmal
Founded in 1951, Ajmal is a Dubai-based leader in Oud production. This versatile ingredient blends harmoniously with various olfactory families. Their fragrances are as luxurious as their intricately designed bottles.
07. Kintsugi Perfumes
Named after the Japanese art of repairing pottery with gold, silver, or platinum, Kintsugi Perfumes embraces the concept of “unbreakable fragility”. These unisex fragrances presented at Pitti Fragranze are eco-friendly and crafted with sustainable essential oils.
08. Stéphane Humbert Lucas
Merging art and scent, Stéphane Humbert Lucas creates unique fragrances inspired by colours. His background in painting influences his creation of “olfactory pigments”, blending different shades into artistic perfumes.
09. La Reine Capricieuse
This skincare line, using black bee honey from the Vosges and wild botanical extracts, celebrates the region’s wild nature. Founded by Alexandre Styker, the Ultra-Care Beauté products are designed to combat pollution and stress.
10. Reserve en Afrique
Debuting at Pitti Fragranze 2024 from Senegal, this brand captures the essence of the African wilderness in its fragrances. The “Afrique Extraordinaire” collection features native ingredients like Madagascar vanilla and Ivory Coast iris, offering a sensory journey through Africa’s rich ecosystems.
Pitti Fragranze 2024 is set to be a sensory feast, combining the worlds of fragrance and music in a unique, immersive experience. With a diverse range of innovative brands and thought-provoking events, this edition promises to be unforgettable.
