Architects who transform space into an olfactory experience, designers who build a fragrance as if it were an industrial design object, artists who use scents as a narrative material.
The most interesting ideas in contemporary perfumery increasingly come from creatives who have not embraced the profession of the «nose».
In other words, the perfumer is no longer necessarily the starting point for a fragrance house, even though their role remains fundamental.
This is one of the sector's most interesting transformations and perhaps also one of the reasons why it continues to show a vitality that other creative fields, fashion included, seem to envy today.
Stazione Leopolda, which hosts Pitti fragranze from September 11 to 13, offers a clear snapshot of the phenomenon.
