Pitti Fragranze - 2016.

MILAN — “Blooming Newforms” is the theme of Pitti Fragranze’s upcoming edition. Running Sept. 8 to 10 in Florence’s Stazione Leopolda, the niche perfumery trade show will debut a new layout, conceived by Italian architect Alessandro Moradei and graphic designer Diego Soprana.

“We’ve changed completely the layout to make it more airy and functional,” said Pitti Immagine’s vice general director Agostino Poletto, revealing the project during the show’s press conference held here on Tuesday. Poletto underscored how the new visual concept, along with a rigorous selection of the companies exhibiting, is aimed to increase the international attractiveness of the show.

The fair’s 15th edition is expected to gather 270 exhibitors, almost 70 percent of which are coming from abroad.

“Pitti Fragranze’s international presence and appeal have been considerably growing edition after edition,” Poletto said. Last year, the number of foreign buyers climbed 4 percent, counting 675 foreign attendees out of a total of 2,150 buyers. Increases came from France (up 23 percent), Spain (up 7 percent), Ukraine (up 11 percent), while the U.K., the U.S. and Middle East stood solid in their presence. In 2016, the fair totaled more than 3,800 visitors, coming from 50 countries.

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“In a moment of general buzz and expansion of this category, we have decided to continue to invest on research and international scouting,” added Poletto, stressing the organizers’ will to constantly offer novelties to visitors.

Mirroring such commitment, the show will feature a section named Spring, which will showcase only emerging labels, including Alchimista, Di Ser, MC2 Cosmetics and Simone Andreoli Diario Olfattivo, among others.

Poletto also highlighted that the show’s goal is to provide “both a commercial platform and a place where to promote olfactory culture.”

To boost this feature, Pitti Fragranze will continue to offer a packed schedule of talks and seminaries, focusing on sustainability this year. Swiss entrepreneur and lecturer Fabrice Leclerc will be the special guest and cover the role of moderator, while Pitti Fragranze’s organizers said to be in talks with French beauty giant L’Oréal and the Italian hair-care expert Davines Group to have them sharing their know-how on such topic.

For the third year in a row, French flavors and fragrances producer Mane will also host a series of talks involving raw materials. After the bergamot and patchouli-themed editions, this year Mane’s team of experts will illustrate and discuss about spicy notes, specifically about different types of pepper.

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