Page 51 - EM - Export Magazine Perfumery Edition

EVENTS

perfume, music and digital art, and a series of understand the effects and engagement of new
dedicated talks. ‘Perception Reinvented’ showcased forms of creativity on the digital generations.
a delicate continually evolving balance lining present For RAW, the fair format dedicated to the most
and future, giving rise to an experience capable of important raw materials in perfume, MANE presented
enthralling and astonishing. an exciting olfactory journey between past, present
and future, guided by the Perfume of Memory.
THE SPECIAL PROJECTS It was an all-Italian story that placed the roots of
The special projects, related to the above theme, contemporary sentiment in a shared unique and
included the Symbiotic Experience - perception constantly evolving heritage, where the creativity of
reinvented curated by the journalists Paola Gariboldi the perfumers was supported by the authenticity of
and Susanna Macchia, in collaboration with Mane increasingly local raw materials and by the futuristic
and DSM-Firmenich. Four digital artists and four extraction techniques of the essence maison. Other
noses combined their expertise to create a multi- topics of talks ranged from artificial intelligence to
sensorial itinerary that, by reinventing perception customer engagement with the Z generation of
possibilities, opened the horizons to new frontiers consumers, and to perfumes in the medieval Arab-
in the creation and use of perfume. There was also Islamic civilization, SPRING, the area dedicated to a
the addition of music created exclusively for the selection of new brands, fragrance lines presenting
installation, using generative digital instruments, themselves for their first rendezvous with the
Two talks were also dedicated to the Symbiotic international public and new names on the market,
Experience: a comment on and in-depth look at the comprised 25 protagonist brands this year, including
installation and an exchange fo views between two Acqua di Noto, Lila Franklin, Red Saffron Milano,
creator noses and a neuroscientist who helped us Tobba Parfums, Voskanian Parfums and Wesker.

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