Pitti Fragranze and the 21st show that Pitti Immagine dedicates to the world of international artistic perfumery took place from 15 to 17 September at the Stazione Leopolda in Florence.
An unmissable event for professionals and experts, the event once again brought the best of the world scene to Florence. In fact, leading names, prestigious noses and the most promising young talents were present, also broadening their gaze to the latest news in terms of skincare and well-being.
A holistic approach, the result of continuous scouting and selection work, which distinguishes Pitti Fragranze ed 21, capable of intercepting the trends and innovation that animate the universe of contemporary olfactory culture.
“Perception reinvented” is the theme for 2023
“The 2023 theme “Reinvented Perception” investigated a different way of perceiving the world of perfume, but not only – recalled Agostino Poletto, general director of Pitti Immagine – through images, words, 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.”
Because Pitti Fragranze ed 21 is much more than a “simple” showcase of products. It is an observatory on market developments, including that of Generation Z, a moment of meeting and inspiration, a multi-sensory journey. “A laboratory in which the future of fragrances is imagined,” Poletto further underlines.
“Perception reinvented” is also a colorful communication campaign, an imaginative kaleidoscope, a psychedelic journey that starts from the ancient art of marmorine, of Venetian stucco, which transforms into a holographic universe that continually changes.
During the days of Pitti Fragranze and 21, the concept “also declined in a meeting between technology and creativity, between physical and virtual reality, through a special immersive installation, which combines perfume, music and digital art, and a series of dedicated talks . “Perception reinvented” has staged a delicate and constantly evolving balance, which connects the present and the future, giving life to an experience capable of engaging and surprising.
An increasingly global event
There are 189 brands that participated in Pitti Fragranze and 21 https://fragranze.pittimage.com/it, of which 86 were new and returning names, and 25 brands from the Spring area. As many as 140 brands arriving from abroad, 74% of the total. The main countries of origin are: France, United States, United Kingdom, Turkey, Germany, Spain, with brands also arriving from Argentina, Armenia, Australia, South Korea, United Arab Emirates, Japan, India, Kazakhstan, Latvia, Norway, Holland, Oman, Poland, Romania, Sweden, Taiwan.
The physical dimension at Stazione Leopolda will be joined by the digital one, thanks to the Pitti Connect platform, which will be online until 6 November.
A tool that will allow you to delve deeper into all the brands of the show, integrating networking opportunities, creating business contacts, even booking your appointments at the fair in advance, and discovering important editorial content.