Esxence, the artistic perfumery in Milan
Words by Celso Fadelli
Milan will welcome, in the Pelota space, the first edition of Esxence – The Scent of Excellence, scheduled from April 2 to 5. The exhibition is devoted to the “Artistic Perfumery”, a niche distinguishing from the traditional perfumery and that, thanks to a distributive model that developed strongly and consistently in our Country, obtained over the last years a growing acknowledgement from the public and great market results, thanks to its solid basis of creativity, originality, tradition and quality.
On the initiative of Celso Fadelli and Silvio Levi, sector experts, ICE, Esxence’s organizational body, intends to present the product at international level, to a sector availing itself of the creative excellence of small-medium firms. It represents the opportunity to have a precise benchmark emphasizing the “vital” characteristics of the sector’s brands, and also to give the opportunity to grow to new realities entering this kind of world. For this sake, inside the exhibition space, the “Spotlight” area will present emerging brands or those making their first steps in this sector.
Esxence will present a series of meetings and of formative and informative activities which will alternate throughout the four days of the event. One area will be devoted, during the whole event, to the Milan Museum of Perfume, which will host classic perfume bottles and other rarities of the sector. On the first day, the “noses”, experts in the field, will analyse the niche-market and will identify the possible future scenarios. On the second day, those brands that are willing to present their profile and their last products will have the chance to introduce them to the public.
On Saturday and Sunday will be held activities aimed at illustrate the evolution of the relationship man-perfume over the last 100 years and to show those moments when some of the secrets of the Art of Perfume were discovered, which will be used to motivate a deeper research into this sector.
The fascinating journey into the Esxence world will begin on April 2, right after the kick.off of the event, with the round table “Noses talking”: famous French, Italian and English perfumers will “lay bare” in front of the public to debunk myths and legends. To reaffirm that, despite they avail themselves of the most recent scientific findings, they are however sure that what they create, with passion and originality, is mostly a result of Art rather than Science. Among the speakers, Mark Buxton and Stephame Humbert Lucas, two of the most innovative and prolific creators of the century, Erwin Creed, seventh descendant of a dynasty which began its activity in London in 1760, Lorenzo Villoresi, great perfumer from Florence, single Italian conferred upon the honourable Coty award.
All on the same dates as Cosmoprof. Celso Fadelli, founder of Hi-Herbarium-Intertrade Europe and creator of the event, explained this choice to Luxgallery.
“There is the necessity to maintain the qualitative identity of the artistic perfumery sector. The brands belonging to this market need to fulfil well-defined criteria. In January I acted to protect the excellence of the brands of this sector recommending the event to Ice, with which I collaborated on the occasion of the Bespoke, that accepted with enthusiasm to organize the event. We were able to plan it all in few months. We collected adherence of more than eighty prestigious Italian and foreign brands. The event will be full of conferences, meetings and areas devoted to the exhibition of products. The space, located in the Pelota of Via Palermo 10 will be fully filled”.
What is your definition of artistic perfumery?
They are products with specific contents, be they qualitative, historical, creative or artistic. Then there is a growing number of products that wish to enter this market and generate confusion among the customers. The committee’s duty is to define the characteristics of a product willing to become Masterpiece, in order to safeguard customers.
What is your relationship with Cosmoprof?
We believe we can rely on our own resources, therefore we chose Milan and not a place close to the Fair of Bologna. We are not in conflict with Cosmoprof, but we simply represent a different world. A business perfumery does not belong to us.
What is the target of this niche-sector? Fans or curious too?
Fans of the sector are definitely our target. The economic crisis, however, constrained people to think of what they spend: thus, they look for a perfume with specific characteristics rather than according to the brand. Customers become more accurate. We do not use the word luxury, that often sounds empty, but excellence: the word Esxence, in fact, combines essence and excellence, essence in the sense of perfume and precious extract. We want to bring a bit of optimism to the market and to show that in Italy we know how to make quality products, as acknowledged all over the world.
Could you give us a preview of some of the novelties that will be presented at the event?
Among our greatest novelties: a cosmetics collection consecrated to the city of Milan made with white truffle extract, a multisensory candle collection and a Byredo perfumes collection. Each Brand has new products to present.
Caterina Varpi
Exhibitions, Exhibitions And Galleries, Perfumes,
Tags: Artistic Perfumery, Byredo perfumes collection, Celso Fadelli, Cosmoprof, Coty award, Erwin Creed, Esxence – The Scent of Excellence, Hi-Herbarium-Intertrade Europe, ICE, Lorenzo Villoresi, Mark Buxton, Milan, Milan Museum of Perfume, Noses, Pelota space, Silvio Levi, Spotlight, Stephame Humbert Lucas
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