Milan, 09 October 2023 – In support of the activity of the Mus-e Italia Foundation which, using art as a universal language, brings workshops to the most fragile public primary schools, Luca Maffei, nose and CEO of Atelier Fragranze Milano, the the only company in the city to express Italian excellence in the 360° development of perfumes, has decided to offer a completely new experience, creating an unprecedented dialogue between the two different expressive forms.
When?
On November 9th, the “Le Village by Crédit Agricole (C.so di Porta Romana 61, Milan) will host an event, sponsored by the Municipality of Milan and the Accademia del Profumo, an association created within Cosmetica Italia to promote and enhance the cultural heritage linked to perfume, in which the ancient art of the world of fragrances and that produced by the children of Mus-e merge thanks to the digital technology of blockchain.
What?
Inspired by the five main olfactory families (citrus, amber, flowers, woods and spices) the classes of the various schools in Milan involved in this year’s Mus-e workshops have created as many canvases which will be used by Luca Maffei to develop five new olfactory accords .
How?
During the evening – for which a minimum donation of €40 is required – guests, after a brief introduction to the sense of smell and the world of essences, will be able to take part in the creation of a fragrance starting from the phases of choosing and mixing the materials prime, witnessing the process from a very special vantage point.
And then…
Those who wish can, by booking before or even during the event (the offer is limited and assigned on a “first come first served” basis), ask Luca Maffei to create their own unique and personalized perfume starting from one of the five bases identified.
Subsequently, on 11 or 18 November, those who have booked will be able to experience a personalized eXperience (€500 contribution) at Atelier Fragranze Milano by visiting the laboratory and, with the support of the Maître Parfumeur and his team, on that occasion, select two ingredients of your choice through which to customize your own fragrance.
Whoever purchases the personalized perfume, in a 100 ml bottle, will also receive, via the AIDA© technological platform, an NFT registered on the blockchain. Each NFT will be created as a digital work of art of the Mus-e design that inspires it, including the complete formula of the fragrance, to guarantee the uniqueness of the product and its safety.
What makes the initiative unique? In the world of perfumery, as a rule, the formula always remains secret and can only be consulted by its creator
And when the perfume ends?
Owners of the registered formula will be able to have their perfume replicated in fragrance laboratories in the future. The amount of €165 for those who choose to rely on Atelier Fragranze Milano again will be donated in full to the Mus-e Foundation, as will the contributions for participation in the event on 9 November and in the eXperience.
The involvement of Luca Maffei, Atelier Fragranze Milano and AIDA© is totally pro bono. Participants will be provided with tax receipts deductible in their tax returns.
