THEImmersing yourself in the refined world of fragrances is a sensory and emotional journey that requires sensitivity and passion. The same passion with which, year after year, Perfume Academy undertakes to promote its initiatives on the occasion of the Day of the Perfume. A special occasion that, even in this 2023promises to intoxicate us.
The world of fragrances
Since 1990, the goal of Perfume Academy is to spread the olfactory culture in Italy, fertile ground for the growth of the cosmetics industry which, every year, has approximately 600 new launches. Through multidisciplinary dialogues – ranging from history, art and design – this initiative manages to involve an increasingly curious public, to understand the background of an exclusive and fascinating world such as that of perfumery thanks to a series of sensory initiatives that explore the between perfumes and culture. In addition, each year theAcademy confers the prestigious Perfume Academy Award to olfactory masterpieces that stand out for their innovation, excellence and creativity.
March 21: a special day
The 2023 initiatives of the Accademia del Profumo start on March 21st (Courtesy of Accademia del Profumo)
Since 2017the spring solstice is the day chosen by Perfume Academy to celebrate the Day of the Perfume. An unmissable opportunity to approach the world of olfactory art and fragrances through a calendar full of appointments, digital and face-to-face, ready to fascinate the cities of Milan, Turin, Venice, Rome, Naples and many others from 21 to 26 March 2023. «Perfuming yourself is an emotional gesture that allows us to feel good, to enhance our personality, to communicate our mood of the moment and also to travel with the imagination». explains Amber Martone, President of the Academy of Perfume. «On this Day we want to invite everyone to make this gesture by paying attention to it and also to notice all the extraordinary perfumes that surround us and accompany us in everything we do».
The 2023 initiatives: the scented aperitif
The week opens the March 21, 2023 with a special opening olfactory rendezvous at Magna Pars the Hotel à Parfum in Milan. An aperitif with dj-set between taste and smell to be savored with cocktail and precious essences.
The perfume in 3D
Accademia del Profumo also offers immersive and unprecedented experiences in the world of fragrances, with The New SenseX-perience. Thanks to the use of new technologies, the visitor is involved in a journey in which images, elements, sounds and smells – in a contamination of the senses – they tell the nuances that make up the olfactory families of the perfume. The sensations are amplified. Sensory stimuli are unexpected. The scenography transforms the experience into a dialogue between the senses, where the senses overlap to create an exclusive connection with the world of perfume. In collaboration with API beyond reality, Atelier Fragranze Milano, Prospettiva X, Sensit.
From color matching to cinema…
How does the world of colors manages to join that of the perfumes? In collaboration with ITALIAN IMAGE INSTITUTEAlways tuesday 21 will be held ARMOCROMY AND PERFUMESa special appointment with Scarlett Migliacciofounder of the Italian Image Institute, and the beauty editor Valentina Debernardi. The two experts will lead us to discover the sensory link between colors and the world of essences.
For lovers of cinema, instead, a screening of the film will be organised pretty woman in smellama. 25 scenes of the 90s cult with Julia Roberts will be associated with 25 olfactory accords different made thanks to the collaboration with the Italian essence house Moellhausen.
Perfume, art and museums
Perfume is not merely cinematographic art: also this year, Accademia del Profumo collaborates with museums throughout Italy. The Palazzo Mocenigo in Venice will host, on March 21, “Perfume and women in art between 1500 and 1600”; the 16th and 17th centuries: the beginning of experimentation and the birth of the «perfumers», in collaboration with MUVE Fondazione Musei Civici di Venezia. When sustainability is combined with perfume and art, the unprecedented Sense of Waste exhibition takes shape, hosted by the Contini Gallery in Cortina d’Ampezzo: plastic, textile materials, wood and stone, resin, leaves, roots; the works of art of four artists, made with these recycled materials – thanks to Convertini, a leading company in the recycling sector, are told olfactorily thanks to five «noses» – from the Expressions Parfumées essence house – who have created new fragrances inspired by artistic works.
The good manners of perfume
To know the good manners of perfume, appointment in Milan, Rome and Naples with the experts of the Italian Academy of Galateo: insights into the history, uses and customs of the olfactory world.
The scents of the cities
It will be possible to let yourself be carried away by trails that evoke history, culture and traditions along our peninsula. In collaboration with GITEC (Italian Tourism and Culture Guides – Confcommercio) and the home essence Symrise, will take shape “The scents of…”: olfactory tours that will involve Milan, Turin and Naples, to discover the emblematic scents of the characteristic places.
The fragrant kitchen
Accademia del Profumo is also ready to satisfy the noses…and palates of cooking enthusiasts! Appointment in Milan with a course in perfumed cooking by Eataly: chef Caterina Mosca will be joined by the nose Luca Maffei – from the Atelier Fragranze Milano essence house. The preparations of three special dishes will be proposed combined with olfactory notes that will give an unexpected twist to the recipes.
The body that dances (and gets intoxicated)
The day of Saturday 25 March will be dedicated to a workshops which will explore the connection between the world of dance hey perfumes. Reference will be made to the practice of “contact improvisation” in order to effectively understand the importance of the olfactory component in the articulation of the movements that characterize the discipline. The experience will be guided by the dancer and teacher of the subject Elisa Ghion and from Robert Deianaauthor and scholar of smell.
For young noses…
atOGR Of TurindSunday 26 March children aged 6 to 10 are invited to participate in small sensory workshops that will lead them to discover the world of perfumery through creative and stimulating initiatives.
The scented social initiative
Perfume Academy invites us to reawaken our love for fragrances also on social.
The world’s most important fragrance creators answer the question “If perfume were an art, what would it be?” Their answers will be collected in a video available from 21 March. An Instagram filter to celebrate Perfume Day. Speak to perfume by choosing the quote that best represents your relationship with fragrances: share the photo with the hashtag #perfumeday2023 and you will be reposted in our stories. By joining the initiative, the shots will be re-shared on the official account of @accademiadelprofumo and they will become part of one community who, like you, loves this world.
Find out more about all appointments on academiadelprofumo.it and on the Instagram profile @accademiadelprofumo
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