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FRAGRANZE N.8
Florence, Stazione Leopolda, 10 / 12 September 2010

September 2010: spotlight on artistic perfumery and the
future scenarios of olfactory culture

From Friday to Sunday, 10-12 September 2010, Pitti Immagine presents Fragranze n. 8, the fair-event dedicated to the best the world has to offer in artistic and selective perfumes and the evolution of olfactory culture. The Stazione Leopolda will be the showcase for the most exclusive essences, body-care and wellness products, as well as the latest innovativeness in cosmetics and scented accessories.  Here you will find outstanding craft quality, one-of-a-kind items and sophisticated offerings from the finest brands on the international scene. Fragranze will also be accompanied by a full calendar of events – special previews and press conferences – organized by Pitti Immagine and the exhibitors, that will turn the spotlights onto the world leaders in essences and contemporary lifestyles.  Also, on Saturday 11th September, Fragranze will be open to the public, when enthusiasts and perfume fanatics will have the chance to learn even more about this industry.
 

THE LAST EDITION

The last edition was attended by around 1,700 buyers (+ 35% compared to the previous edition), with double the number of foreign buyers: the biggest turnout was from France, Germany, Russia, the UK and the US.  There was a lot of interest in the talk show “Il Profumo del Futuro” (“The Fragrance of the Future”) – the forum produced by Pitti Immagine and Futuretaste on coming trends in scents, as well as the numerous exhibitor events that brought some of the world’s leading names in scents to Florence.
 

“GREEN” AS THE INSPIRATION FOR THE NEW SETTING

At the next edition of Fragranze, the theme for the new setting – by Alessandro Moradei – will be nature in a contemporary key.  Colorful, spontaneous and geometric plants will invade the Leopolda, creating an atmosphere that triggers warm, natural feelings that stimulate dialogue and exchange.

 

SPECIAL PROJECTS

In order to respond to the increasingly diversified requirements of the international buyers who visit Fragranze, as of last September the exhibition also includes two new sections: SPRING, created to give visibility to young brands and the new names in research who are making their debut on the international market; and CHARMS, the space dedicated to a select offering from the world of accessories (jewelry, scarves, personal and home accessories) and increasingly can’t-do-without item for contemporary lifestyles.
 

THE BRANDS

Nearly 160 brands will be at the next edition, including: Abanha, Acqua di Stresa, Annayake, Bakel, Calè Fragranze d’Autore, Caron, Casaroma, Czech and Speake, Etat Libre d’Orange, Face Stockholm, Floris, Georges Feghaly, Gianna Rose Atelier, Heeley, Honoré des Prés Paris, Il Profumo, Jacques Zolty, La Maison de la Vanille, L’Artisan Parfumeur, Laura Tonatto, Lorenzo Villoresi, Lubin, Mark Buxton, Memo Paris, Mona Di Orio, Montale - Paris, Nez a Nez, Nobile 1942, Officina De’ Tornabuoni, Officina delle Essenze, Opalis, Simone Cosac Profumi, Solange, Tauleto Fragrance, The Hypenoses, Vero Profumo.
And amongst the new entries: Dr. Bronner’s, Dr. Vranjes, Mad et Len, Technique Indiscrete, Washington Tremlett.
 

SISSEL TOLAAS, AT FRAGRANZE N.8

Sissel Tolaas, the Norwegian scientist, artist and scent provocateur has been invited to attend this edition of Fragranze.  From her Berlin laboratory where, to date, she has filed away up to 6730 odors – in a kind of “olfactory diary” -  with her creations and artistic performances Tolaas has launched a unique olfactory education project: training people to recognize, accept and define the odors of places, things, bodies and emotions.  Sissel Tolaas will presenting part of her extraordinary work at Fragranze.
 

THE SECOND EDITION OF IL PROFUMO DEL FUTURO KICKS OFF
 

Also in the pipeline is the second edition of the “Profumo del Futuro” (“The Fragrance of the Future”), the forum on the scenarios of olfactory culture produced by Pitti Immagine and Futuretaste, the analysis and consultancy company specializing in lifestyles, with support from Givaudan, the French company and world leader in the production and distribution of essences and flavors for the food, cosmetic and fragrance industries.
Il Profumo del Futuro/2010 will be in two sections: Scenarios, dedicated to the analysis of important consumer trends for the upcoming year in the field of perfumes and flavors.  Givaudan’s research will combine classical analysis methods with the use of comments from the most knowledgeable blogs and social networks that focus on fragrances: a revolution in methodology bringing into play the increasingly present voices of these times.  The second part will be the Talk Show – coordinated by Davide Paolini, the presenter of Futuretaste, along with Luigi Consiglio – where Italian and international personalities and experts from the world of quality perfumery, food and wine, fashion, design and communication will discuss the results of the research
 

OPEN TO THE PUBLIC

Fragranze is also an opportunity to discuss and spread the news about today’s olfactory culture, combining information with entertainment. 
On SATURDAY 11th SEPTEMBER, all fragrance enthusiasts will have the opportunity to enter this world, learn about its exclusive products and participate in the special events.