This weekend is Florence’s smelliest event! Pitti Fragrance is one of the most important trade shows for the perfume industry, though the show also hosts some local costume jewelry makers and make-up companies. I was surprised to see mostly brands I’d never heard of – a lot of small companies with high quality products. If you’re the kind of person who likes to be on top of the newest trends in the fashion and beauty industry, this show would be an interesting place to check out this weekend.
There is an interesting special exhibit inside the show: The Smell of Fear presents research by Sissel Tolaas, a Norwegian chemist and specialist in scent who works and lives between Berlin and Harvard. We captured Dr. Tolaas sniffing a big white wall, which, we were appalled to find out, stinks like a guy who has just been to the gym. This scent, which kind-of pervades this whole section of the show, is one of nine types of sweat collected from men during moments of fear – samples of which you can, should you so desire, sniff. (She has 6730 scents in her lab’s archive, all “natural”, not pleasant perfumes that cover up the nitty gritty of life.)
Practical Information – Fragrance N°8
WHERE: Stazione Leopolda – Viale Fratelli Rosselli 5, Florence
WHEN: Open to the public Saturday September 11 from 10 am to 6 pm – entrance tickets Euro 10,00. (Sep 10th and 12th only exhibitors)
GOOD TO KNOW: A FREE SHUTTLE SERVICE WILL RUN BETWEEN THE SANTA MARIA NOVELLA RAILWAY STATION (P.ZZA ADUA IN FRONT OF THE PALAZZO DEI CONGRESSI) AND THE STAZIONE LEOPOLDA. The ATAF bus #1 and the tramvia (streetcar) both stop out front.[geo_mashup_map]