News / Unscent @ Pitti Fragranze

“At sea you can find everything, according to the spirit that guides your search.”

Joseph Conrad
UNSCENT and Roads: Intertrade Group invents a new way of communicating contemporary art perfumery
The closure of the eleventh Pitti Fragranze (13-15 September 2013) also marks the closure of the Unscent at Pitti Fragranze experience, brought to Florence after its first appearance in Milan.
The project devised by Celso Fadelli, with the artistic direction of Cristiano Seganfreddo, has succeeded in creating a thrilling new concept inside the Stazione Leopolda. A marine backdrop populated with large medusas, where the dense sculptural light has given a liquidity and depth to the visions of the best talents in international perfumery.

The Unscent vision was accompanied by the world preview of Roads, a new lifestyle brand created by Danielle Ryan. The combination of a surprising installation, which brought a real lorry in among the columns of Stazione Leopolda, and the extremely interesting personality of the brand’s founder, aroused great excitement and a growing interest among the international press and buyers, as well as beginning to spread the message of Roads throughout the world.

Among the important brand names in the Intertrade Group portfolio present at the event, many new products caught the interest of the professionals and enthusiasts in essence couture.

ACQUA DI STRESA emanated the aroma of Lake Maggiore with its new Camellia oil soaps whose delicacy is conserved inside dècor cases designed by Andrea Tarella.

The intensity of the colour blue is exalted in the Kosta Boda glass for Dark Saphir, by AGONIST, bold olfactory métissage between Middle-East and West.

A brand new Coven by ANDREA MAACK tells of an enchanted wood inhabited by witches who play with the magic of perfume.

ANNEMARIE BÖRLIND presented Aquanatur Eye Pads, the System Absolute anti-aging line and SEIDE Natural Hair Care, a cascade of splendour for more demanding hair.

Among the most eagerly awaited news AZAGURY LONDON, an all-colour collection of essences created by the London stylist Jacques Azagury: Black, Yellow, White, Wenge, Green, Pink the six olfactory pigments presented.

BLOOD CONCEPT brought to Fragranze their new Black Series of four essences dedicated to identity: animal, vegetable, nomad and mineral.

From BOADICEA THE VICTORIOUS comes Gold Collection, ten fragrances in mother-of-pearl flacons with gilt metal insert.

BOND No.9 interpreted the event with all its verve and the Perfumista Avenue, the essence which marks its tenth year with a name inspired by an imaginary district, common denominator of the best of NYC.

1996 by BYREDO is a perfumed snapshot, an essence developed conceptually from the photograph of a young woman taken by Inez van Lamsweerde and Vinoodh Matadin that year.

The EIGHT&BOB collection has expanded and now includes an After Shave, a deodorant, a Travel Case Box with vaporizer holder and two refills, a refill case and a Vegetable Wax Candle, to light up the refined atmosphere of the Kennedy house.

The queen of mineral make-up JANE IREDALE presented the Mineral Cosmetic PureMoist™ lipstick collection and the Holiday Collection 2013.

The fascination of black kohl and intense female presence with soOud Fatena, the new dense parfum nektar of oriental allure.

The media and public response to this new event confirms the success of Intertrade Group’s choice to experience and communicate the world of art perfumery in a new and unconventional way, in a context that is harmonious and at the same time unprecedented.