Fragranze 9
Grows both in numbers and internationality
+ 12% visitors, an increasingly global public, and big successes for all the events and protagonists of the olfactory culture.
The 9th edition of Fragranze, the Pitti Immagine fair-event dedicated to the world of artistic and selective perfumery, cosmetics and the most exclusive body care and wellness products, ended yesterday at the Stazione Leopolda (Florence, 9-11 September 2011). Once again, the fair confirmed its role as the most important event on the international scene for this market segment and for contemporary olfactory culture. Fragranze – which showcased the latest ideas from 194 international brands (versus 180 in September 2010) – was attended by a total of 2,170 visitors over the three days of the event, an increase of 12% withrespect to the last edition (when there were 1,934 visitors).
The final figures highlight the fair’s increasingly international dimension: nearly 250 foreign buyers (+ 11%). Whilst there was an excellent performance from Germany, the number of visitors from Switzerland, Spain and Japan doubled,and there was also a significant presence of buyers from emerging markets such as the United Arab Emirates, South Korea, Eastern European countries, and the new markets of the former Soviet Union.
“Fragranze is becoming an increasingly international platform”, says Agostino Poletto, deputy general manager of Pitti Immagine, “in terms of the brands and companies attending (almost 70% of the brands were from outside Italy), as well as the buyers who come to Florence from all over the world to learn about the new products being launched by the top perfume houses, and to discover the new names and latest trends in contemporary olfactory culture. Exhibitors invest more and more in their presence at every edition of the event, as well as the launch of new products. And we continue to increase our scouting activities in order to bring up-and-coming talents to Florence, along with new essence creators who are represented in the special Spring area, which is becoming a regular international launchpad. I would also like to mention that this edition has seen a rise in the number of foreign journalists attending from France, the United Kingdom, Russia, Spain, Poland, Romania, the United States and Japan”.
The packed calendar of events, special projects and presentations that accompanied Fragranze were very well received by the public of enthusiasts, journalists and members of the trade and included the lecture and beautiful site-specific installation at the Istituto degli Innocenti by the talented young French parfumeur, Francis Kurkdjian, this edition’s special guest; as well as the Casa Fragranze realized by Atelier Gras! in the Forecourt of the Stazione Leopolda, and the workshop-conference Progettare il Benessere organized in collaboration with Casamica.
“Events and performances like the one by Francis Kurkdjian”, concludes the CEO Raffaello Napoleone, “contribute to making Fragranze an incredible setting for presenting the protagonists-symbols of contemporaneity, as well as figures from the world of perfume and its culture that have strong ideas and messages. For this reason we will be increasing our efforts to move in this direction.”
“Fragranze is becoming an increasingly international platform”, says Agostino Poletto, deputy general manager of Pitti Immagine, “in terms of the brands and companies attending (almost 70% of the brands were from outside Italy), as well as the buyers who come to Florence from all over the world to learn about the new products being launched by the top perfume houses, and to discover the new names and latest trends in contemporary olfactory culture. Exhibitors invest more and more in their presence at every edition of the event, as well as the launch of new products. And we continue to increase our scouting activities in order to bring up-and-coming talents to Florence, along with new essence creators who are represented in the special Spring area, which is becoming a regular international launchpad. I would also like to mention that this edition has seen a rise in the number of foreign journalists attending from France, the United Kingdom, Russia, Spain, Poland, Romania, the United States and Japan”.
The packed calendar of events, special projects and presentations that accompanied Fragranze were very well received by the public of enthusiasts, journalists and members of the trade and included the lecture and beautiful site-specific installation at the Istituto degli Innocenti by the talented young French parfumeur, Francis Kurkdjian, this edition’s special guest; as well as the Casa Fragranze realized by Atelier Gras! in the Forecourt of the Stazione Leopolda, and the workshop-conference Progettare il Benessere organized in collaboration with Casamica.
“Events and performances like the one by Francis Kurkdjian”, concludes the CEO Raffaello Napoleone, “contribute to making Fragranze an incredible setting for presenting the protagonists-symbols of contemporaneity, as well as figures from the world of perfume and its culture that have strong ideas and messages. For this reason we will be increasing our efforts to move in this direction.”
