UNSCENT-LOVE MAGIC POTIONS @ SOUTH AFRICAN FASHION WEEK

UNSCENT 2014 – LOVE MAGIC POTIONS, the olfactory art project which was a huge successful event at the international fragrance fair, Pitti Fragranze, in Florence in September, presents the one-off love potions as a multi-sensory voyage of seduction that becomes a brand new experience, says Celso Fadelli, CEO of Intertrade Group. A unique project involving eight of the greatest international noses committed to finding the ultimate scent of love will make its debut in South Africa at SA Fashion Week A/W 15 in October (15-18). Conceptualized jointly by Fadelli and business partner, Cristiano Seganfreddo, the current project explores the fragrance of love and follows the success of the company’s signature conceptual UNSCENT installations: the special olfactory glass boules where all emotions of perfume come alive when you smell them.
“Scent is the most important sense in memory creation and experience. Our sense of smell is unique and mysterious and is a fundamental aspect of love, life and desire. We are delighted to have the opportunity to bring this exhilarating interactive experience to South Africa for the first time though our association with South African Fashion Week,” Fadelli says. The installation will also introduce the new perfumery ideas from its top brands selection and the latest scents unveiled at Pitti Fragranze.