An invitation arrived in the mailbox for a new event taking place in Milan, Italy from March 21 to 24 2013 at Palazzo Morando, entitled Unscent.
One can't but notice that the Italians are particularly dedicated to promoting the contemporary beauties of creative perfumery, which is not surprising given their strong aesthetic tradition and dedication to all things beautiful...
The new venue is dedicated to the appreciation of perfumery as art. Its professed aim is to bring together in particular the branches of Art, Fashion and what they like to call "Original Fragrances". The association of fashion and perfume would have to mean here "in a renewed manner" since fashion has been traditionally and closely tied with the perfume industry in the modern age, at the very least in a commercial sense.
"The name of the event, by using its negative form, seeks to communicate the world of perfume without perfume, activating a programme of research on the invisibility of essences in the context of the world that inspires them.
Founded by Celso Fadelli, who is also the founder and CEO of Intertrade Europe, and under the stewardship of artistic director Cristiano Seganfreddo, Unscent is said to be about "a new concept for communicating the world of perfumery research by devising an emotional platform [which] entirely involves the visitor."
There will be art installations and "olfactory rooms" devised so as to build up a "crescendo experience" for the visitor. For this first edition 15 brands are participating which are: Acqua di Stresa / Agonist / Boadicea the Victorious / Bond no.9 / Blood Concept / Byredo / Czech&Speake / Eight&Bob / The Hype Noses / I Love NY / Andrea Maack Parfums / Nasomatto / S4P / Six Scents / SoOud.
Among the events planned are a Video Olfactory Room by Diane Pernet, a perfume inspired by Michelangelo’s sculpture “La Pietà” signed by Sacré Nobi. Yusuke Nishimura will exhibit works on light and invisibility. Alessandro Gualtieri of Nasomatto has been given a room of his own in which to devise a "unique experience". Exelsior Milano's "visual team will develop a creative short-circuit to bring the world of fragrances into dialogue with a series of accessories and fashion items selected for each room according to different themes."
For those who won't be able to attend, there is the recourse of turning to the printed form with a limited edition catalogue published by Flaneur&Dust.
WHERE AND WHEN
PALAZZO MORANDO – VIA S.ANDREA 6 Milan FROM 21 to 24 MARCH 2013
HOURS: from 10.00 to 18.00
SUNDAY: from 10.00 to 16.00
Via press release
Photo: Baccarat installation at Palazzo Morando, courtesy picture via Yatzer