Firmenich unveils future of perfumery at Grasse festival

Nine perfumers each created a futuristic scent

French fragrance house Firmenich has partnered the Baudelaire Fund to launch a new international festival of perfume and art in Grasse, France.

As part of the ‘Grasse au Pays de Merveilles’ festival Firmenich unveiled a novel exhibit created around the theme of the future of perfumery.

The new festival is the first of its kind in Grasse, and aims to capitalise on the knowledge of the Pays de Grasse encompassing its legacy, cultural heritage and history of perfume.

Firmenich’s Carte Blanche exhibit invited visitors to discover the creations of nine fine fragrance perfumers alongside original illustrations on the theme.

The Firmenich team included Master Perfumers Honorine Blanc, Annie Buzantian, Nathalie Lorson and Olivier Cresp and Perfumers Marie Salamagne, Fabrice Pellegrin, Amandine Clerc Marie, Ilias Ermenidis and Dora Baghriche, who envisioned the perfumery of tomorrow and shared their olfactive creations in the unique collaboration.

Firmenich Fine Fragrance President Jerry Vittoria commented: “This festival brings a very nice echo to the UNESCO world heritage status recently earned by the art of perfumery of the Pays de Grasse.

“In order to promote our passion and the culture of perfume, Firmenich is particularly attached to the values transmitted through this event which celebrates the arts and perfumery. We support this common goal of spreading the know-how, legacy and cultural heritage of Grasse.”

Firmenich perfumer and Grasse native, Fabrice Pellegrin also participated in the festival’s organisation as a sponsor of the “future talent” perfumer competition for students from the city’s three perfumery schools.

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