UNSCENT - Fragments of the Emerging Olfactory Scene
In the setting of the Excelsior luxury multi-store in Milan, four days dedicated to niche perfumery. An aesthetic journey around the store to discover: olfactory sensations, colours, fashion, food, art and technology become an integral part of a lifestyle experience. All of this is UNSCENT, devised and developed by Celso Fadelli, President and Fragrance Curator of Intertrade Group and Cristiano Seganfreddo, Founder and Creative Director of Agenzia del Contemporaneo. Discovering what we don’t see is the concept of an event created by Agenzia del Contemporaneo, that presents to the public, and enables it to learn more about, the international creators and brands in the haut de gamme perfumery sector. The itinerary around the store is guided by art installations where every single brand creates an olfactory and visual image. Surrealist artwork created by the illustrator Alvvino, a symbol of the event, will guide the visitor along a pathway of style and discovery. Tableaux vivants subdivided by trends and totems portraying the creative concepts will help in fascinating the public, thanks also to the possibility of savouring iconic fragrances of each maison for the very first time, by way of special glass boules containing the various perfumes, arranged on each totem. The installation begins on the ground floor and continues on other floors, each featuring visual compositions in which the perfumes become accessories in just the same way as a handbag or a pair of shoes, transformed into entirely new aspects of every male and female look.
