It is my great honor to be able to invite you in the latest project I have been involved in and which has occupied a lot of my time this past winter, as evidenced by the irregular posting on this blog.
The Garden of Wonders, a Journey Through Scents is a project by the Be Open Foundation a creative think tank organized in the historical Orto Botanico di Brera in Milan, within Energy for Creativity, this spring at the context of Expo 2015 in Milan, Italy. The announcement is posted on this link.
The exhibition set up is designed by famous Italian architect Ferrucio Laviani who has created a "diffused museum" where all parts will communicate with each other and with the Garden area.
The set up includes 3 major installations: The Houses of Wonders, resurrecting 8 historical perfume houses with an emphasis on the design & context of their course presented through the sensitivity of 8 art directors; A Journey Through Scents, an interactive promenade along the historical milestones of perfumery with olfactory fountains that pour replications of these "wonders" and of the main olfactory "styles", as well as a concise map of the provenance of raw materials and evolution of extraction techniques ; and A Vision in a Box which focuses on the design & packaging elements in perfumery and the various twists it can communicate in the contemporary art world.
To give you an idea:
"Piero Lissoni's idea is developed around the title Lundborg and the laboratory of a “nose”: the centre of the set up is a perfume lab sculpture made of stills, ampoules, vases with black orchids and hanging plants, chemical glasses in huge proportions so to evoke the story of the brand and the working place where John Marlie Lundborg created his famous Violette Flor in 1860. The room is then covered with two big and light bookshelves with backlight panels to enhance the shapes of the bottles.
Lissoni explains: “The room is filled with 700 bottles in 4 different vesrions; these have all been made specifically for the exhibition taking the inspiration from the brands's most famous ones and produced just like in the old days”.
The two installations above mentioned, together with the ones by Fernando and Humberto Campana, Dimore Studio, Front, Jaime Hayon, Jean-Marie Massaud and Nendo will be within a diffused museum created by Ferruccio Laviani.
The Garden of Wonders is inspired by the history of perfume and the history of raw materials from all over the world; each perfume represented a real and imaginary journey of goods and cultures making it an ante litteram global product. In more recent years the relationship between fragrances and the look of the packages has become more and more intense, to such an extent that it has created well-defined brand identities, some of which are still used today."
The Garden of Wonders, a Journey Through Scents
13-19 April 2015 h.10-23 (special preview during Milan Design Week)
20 April-24 May 2015 h.10-22
The contributors of The Garden of Wonders, A Journey of Scents are:
Tord Boontje, Fernando and Humberto Campana, Dimorestudio, Front, Jaime Hayon, Lissoni Associati, Jean Marie Massaud, Nendo, Gerald Ghislain, Elena Vosnaki, Werner Aisslinger, Analogia Project, Philippe Bestenheider, GamFratesi, Lucidi Pevere, Karim Mekhtigian, Mist-o, Ludovica + Roberto palomba, Victor Vasilev, and Thukral & Tagra.
Follow Be Open Foundation on Facebook. Watch the news on the news page of Be Open.
I have 10 exclusive invitations to be distributed to 10 lucky winners who will post a comment below for a draw. Winners announced tomorrow evening.
Although I will be traveling by the end of the week on perfumed routes, there will also be another draw for a special Easter prize for 5 lucky readers shortly, so stay tuned on Perfume Shrine.