News / Avery Perfume Gallery opens at Excelsior Milan

Avery Perfume Gallery is a new dimension in niche perfumery and research created by Intertrade Group.
Opening in Excelsior, in the heart of Milan, is an experiment that is visual and conceptual, more than a retail experience.
A fully olfactory concept, introduced into a context of high aesthetic tension. A genuine Wunderkammer under the creative direction of Cristiano Seganfreddo, with Agenzia del Contemporaneo, of almost 200 meters, whose displays look out over the small Piazzetta Beccaria. The walls become curtains that recreate the atmosphere of a sublime Milanese residence in a kaleidoscopic surrounding. An opulence almost of times past though moderated by modern day changeability provided by the installations of the works by the great epoch-making artists Fluxus.

“We have created a space of timeless wonder. Free from mass-market conventions and logic. Majestic and bizarre in its own way. A game of beauty and of continual contamination with other arts, which looks at knowledge,” explains Cristiano Seganfreddo.


There are, in fact, continual references to the contemporary with a rotation of micro and macro installations, with artist videos of impressive scenic dimensions as well as outsize furnishings and drapes created with textiles manufactured by Bonotto. The perfumes will be sampled from special boules and personalized olfactory showcases. The space will also host a rich calendar of exhibitions and talks. There are four commercial areas, emphasized by changes of furnishings and curtains.

“A new concept is created in niche perfumery, where it is not the brand and packaging that dictate the choice,” explains Celso Fadelli, CEO of Intertrade Group, “as much as the sensibility and the quality of the offer and the play between well-known brands and discovery. All in extraordinary surroundings with a manic attention to the experience of the customer and the visitor.”


Not only a concept store but a space of fascination.