Pitti Fragranze 2023 focuses on technology, creativity, and virtual reality
by Modem – Posted September 14 2023
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The 21st edition of Pitti Fragranze, the Pitti Immagine fair dedicated to the world of international artistic perfumery, will be staged from September 15 to 17 at the Stazione Leopolda in Florence.

An unmissable rendezvous for professionals and experts, Pitti Fragranze once again brings the best of the global scene to Florence, with top sector names, the most prestigious noses and the most promising young brands, expanding its outlook to include the latest trends in skincare and wellbeing. This holistic approach, the result of the ongoing scouting and selection that distinguishes the fair, accurately grasps the trends and innovation that energize the universe of contemporary olfactory culture.

189 brands have already confirmed their participation at this edition, of which 86 are new names and returns, and 25 brands in the Spring area. 140 brands come from abroad, 74% of the total. The main countries of origin are France, United States, United Kingdom, Turkey, Germany, Spain, with some brands even heralding from Argentina, Armenia, Australia, Holland, India, Japan, Kazakhstan, Latvia, Norway, Oman, Poland, Romania, Sweden, South Korea, Taiwan, and United Arab Emirates.

The theme of this edition is “Perception Reinvented”. It's a colorful advertising campaign, a vivid kaleidoscope, a psychedelic journey that begins with the ancient art of marmorino, Venetian plaster, that is transformed into a constantly changing holographic universe. During the fair, the concept of “Perception Reinvented” will be applied to an encounter between technology and creativity, between physical and virtual reality, through a special immersive installation that combines perfume, music and digital art, and a series of dedicated talks. "Perception Reinvented” showcases a delicate continually evolving balance linking present and future, giving life to an experience capable of enthralling and astonishing.

“The theme “Perception Reinvented” investigates a different way of perceiving the world of perfume, but that’s not all” said Agostino Poletto, general manager of Pitti Immagine, “it uses the images, words, sounds that derive from the use of digital tools and Artificial Intelligence. Creative experimentation, advanced technology, art and artifice set off our emotions and reinvent the way in which we perceive them. In fact, Pitti Fragranze is much more than a simple showcase for products: it is an observatory of market evolutions, even for the very young members of Generation Z, a moment of encounter and inspiration, an unmissable multi sensorial journey. A laboratory in which to imagine the future of fragrances.”

Pitti Fragranze
September 15-17, 2023
Stazione Leopolda
viale Fratelli Rosselli 5
50144 Firenze

Photo: Courtesy Pitti Fragranze

© Modem