MILAN — Memory and fragrance have always had a cozy relationship.

This story first appeared in the July 26, 2013 issue of WWD. Subscribe Today.

At the 11th edition of annual fragrance fair Pitti Fragranze, slated for Sept. 13 to 15, that bond will inform everything from the show’s layout to a special talk by perfumer Alienor Massenet of International Flavors & Fragrances. In addition, from Sept. 12 to 16 — coinciding with the Florentine edition of Vogue Fashion’s Night Out — department store La Rinascente will dedicate three of its window displays to memory through a jumble of video clips from decades past.

The fair itself will again be held at the Tuscan city’s Stazione Leopolda, an old railway station converted into an exhibition space, and will continue to include the spring section of new perfume brands, as well as the Charms area, dedicated to accessories.

About 215 exhibitors are expected to attend the trade show this year, said Pitti Immagine chief executive officer Raffaello Napoleone, noting that those already confirmed included 138 non-Italian brands, of which 76 are French. He estimated that Pitti Fragranze would draw about 2,700 visitors total.

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In keeping with Pitti’s ongoing international push, this year Shahzad Haider, chairman of the Fragrance Foundation Arabia, will discuss the Middle Eastern market, interviewed by journalist and perfume critic Chandler Burr.

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