UNSCENT – LOVE MAGIC POTIONS
Fragments of the Emerging Olfactory Scene. UNSCENT is taking its olfactory art project back to Florence with an entirely new concept, created by Cristiano Seganfreddo, Founder and Creative Director of Agenzia del Contemporaneo, produced exclusively for Pitti: love potions. The power of perfume. The allure of a word. Easily used and abused, everywhere, in the refrains of hits just as in text messages. Rhetorical or not, that is how we live. It’s part of daily life to dream it, follow it or keep it. Whatsapp, sms, facebook or chat. Online and offline. But what is the aroma of love today, and does it have an aroma? What perfume does it unleash? Does it still have a power? Eight noses have put on their magic hat to work on the creation of special, unique, exclusive magic love potions. The selection of international talents chosen by Celso Fadelli, President and Fragrance Curator of Intertrade Group, include: Cécile Hua, Ralf Schwieger, Cyrill Rolland, Celine Ripert, Christian Vermorel, Alex Lee, Arturetto Landi and Vanina Muracciole. Potions that have nothing to do with existing perfumes or ranges already available. Powerful fragrances that mingle with the visual creations of 8 international illustrators: Alvvino, Matteo Cibic, Patricia Gimeno, Alessandro Gori, La Tigre, Elena Xausa, Anna Parini and Think Work Observe, each chosen by Alessio Avventuroso, Partner and Managing Director of Agenzia del Contemporaneo, accompanied by a literary itinerary devised by the author Giuseppe Santonocito. An imaginary voyage which constantly meanders around that enigma that is love. Eight celebrated cases of Magic Love Potions, taken from literature of every time and latitude, will tell the stories of love and passion generated by aphrodisiacal alchemies: love elixirs, potions, philtres and cordials. A voyage of seduction and incantation through our cultural world of imagination. Large printed canvasses, totems and freestanding installations will guide visitors inside the Alcatraz space where, thanks to olfactory boules, they can complete the olfactory and emotional experience with all the new ideas of Intertrade Group and the brands presented.
