MILAN — The 13th edition of the Pitti Fragranze fragrance trade show, which will run from Sept. 11 to 13 in Florence at the Stazione Leopolda, is themed “Caleidoscopio Olfattivo” (olfactory kaleidoscope), focusing on the language of colors inspiring the universe of fragrances.
This year’s fair will showcase more than 230 exhibitors, including brands such as Amouage, Blood Concept, Histoires de Parfums, Roads and Scent Bar and will continue to include the special area “Spring” of new fragrance lines, as well as the “Charms” area, dedicated to fashion accessories.
Lapo Cianchi, director of communication and special projects at Pitti, emphasized that this year’s edition would feature new installations and projects, such as the format “Raw” — according to Cianchi heavily requested by visitors and exhibitors — that focuses on the most important raw materials that contribute to different scents.
Journalist and perfume critic Chandler Burr will also join the fair again with his new installation “Oggetti d’arte. Forma, Colore, Profumo” (“Art Objects. Shape, Color, Scent”), comparing 15 olfactory works with 15 masterpieces coming from art, photography, sculptures and architecture.
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“This year he will be one of the protagonists of this series of events,” Cianchi said, and Francesca Tacconi, press and special projects supervisor at Pitti, added that he will also be part of a discussion on the world of fragrances between Los Angeles-based Lucky Scent and Jovoy Paris, comparing the West Coast of the U.S. with Europe.
For the first time, Pitti Fragranze will also work with the Pitti Immagine App, which features ticket accreditation, navigation during the fair, detailed information about the fair and exhibitors as well as a notepad and voice memo function.