During Pitti Fragranze, Istituto Marangoni Firenze organised a unique event that blended music and perfumes in a deep dialogue about the search for identity among new generations. The talk, titled "Fragrances as the New Woodstock for Gen Z", was held on Saturday, September 14, offering a reflection on how fragrances can become as expressive a tool as music, a distinctive language for Gen Z.

The event featured prominent experts in the fields of perfumery, music, and olfactory design. Special guests included Marco Martello, author of La formula del sentire, a psycho-emotional atlas of the fragrance world set to be released in the coming weeks, Pierre Guguen, founder of the perfume brand L'Orchestre Parfum, and Emiliano Zelada, composer, artist, sound designer, and professor at Istituto Marangoni Firenze. The talk was moderated by two leading figures in journalism and the music industry, Francesca Delogu, journalist, musician, and author, and Silvia Manzoni, journalist and cultural critic.

One of the key focuses of the event was the synesthesia between sound and fragrance, with musical tracks paired with perfumes by L’Orchestre Parfum. Marco Martello and Emiliano Zelada also introduced the concept of the "olfactory soundtrack," presenting experiments that highlighted how perfumery is evolving with dynamics similar to music, using increasingly innovative olfactory notes.

In addition to participating in Pitti, Istituto Marangoni Firenze hosted a second event at its campus, dedicated to the integration of technology, perfumery, and social media. The talk featured notable figures such as Vanessa Caputo, founder of BeautyScenario.com, Beauty Curator, and Talent Manager, the perfume influencer Alex Perfumes, founder of Alex Perfumes and Alex Plus, as well as Umberto Doni Giannini, co-founder of Giardini Di Toscana, a niche perfume line that firmly positions itself within the realm of artistic perfumery, with its flagship product being the renowned fragrance Bianco Latte.

The talk explored the evolution of the perfumery sector, its integration with technology, and the growing significance of social media in beauty marketing. Key topics included industry growth forecasts, ongoing changes, and emerging professions, with a specific focus on the power of platforms like TikTok.

Discover all the Fragrances & Cosmetics courses at Istituto Marangoni Firenze.