Istituto Marangoni continues its collaboration with Fragranze through two special initiatives at this edition.

The talk, Perfumes as the New Woodstock for Gen Z, explores fragrances composed like rock masterpieces with amplified effects to maximize sensory experiences. Perfumers are tuning the acoustic volume of their creations to resonate with Gen Z. This conference, blending theory and practice, delves into the musical aspects of perfumes and the scents that can be evoked from music tracks.


Speakers include Pierre Guguen, founder of L'Orchestre Parfum; Emiliano Zelada, composer, artist, sound designer, and professor at Istituto Marangoni in Florence; and Marco Martello, author of the upcoming book "La formula del sentire. Atlante psico-emotivo del mondo delle fragranze [The Formula of Feeling: A Psycho-Emotional Atlas of the World of Fragrances]". Francesca Delogu and Silvia Manzoni will moderate the talk.


Furthermore, Istituto Marangoni is offering a special educational session to equip the audience with the essential skills for effective communication about fragrances on social media, highlighting both best and worst practices.