High-end fashion is always searching for innovative methods to engage our senses more deeply. Now, it’s fragrance’s turn to shine, moving from art installations and gourmet dining experiences into the spotlight. Starting February 20, the Milanese retailer 10 Corso Como and London-based creative agency System Preferences are collaborating on an in-store exhibit named Olfactory Signals 01, which will be displayed on the newly renovated first floor.
The project aims to reshape the function of scents within modern society through various installations, events, and creative collaborations with artists and designers. Olfactory Signals 01 aligns with Esxence – The Art Perfumery Event’s 15th edition, an annual gathering that honors fragrance.
The exhibition showcases an array of uniquely crafted fragrances from renowned perfumers across the globe. Some of the featured scents are Ode Ona, Borntostandout, D.S. & Durga, Arpa Studios, and the fresh offerings from Chopova Lowena’s latest collection.
As a captivated admirer, I found myself immersed in an extraordinary sensory journey, a collaboration between Berlin-based artist Illya Goldman Gubin and Norwegian scent artist Sissel Tolaas. The installation, christened IGGSBT, transformed the space with towering rolls of scented paper. This olfactory extravaganza heightened my senses, offering a refreshing counterbalance to the visual dominance that permeates our world.
10:30-7:30 PM is when the exhibition is accessible to everyone. This weekend, 10 Corso Como will have two talks taking place within their space. Today’s talk features Gubin and Tolaas in conversation, while tomorrow brings us Elise By Olsen, founder and curator of The International Library of Fashion Research, Oslo, as well as Creative Director Morteza Vaseghi.
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2025-02-22 19:55