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Avery Perfume Gallery

A new pantheon of high perfumery opens at Excelsior Milan

by Giulia Lenzi
December 28th, 2014

After the boutiques in New Orleans, Modena, London and Florence, and after the Milanese store in Corso Como 2, in December Avery opened at Excelsior Milan, a new space where high perfumery meets art and pursuit of contemporary expressions.

Almost 200 metres of space whose displays look out over the small Piazzetta Beccaria, close to Milan Cathedral, and walls become curtains that recreate the atmosphere of a sublime Milanese residence. “We have created a space of timeless wonder. Free from mass-market conventions and logic. Majestic and bizarre in its own way. A game of beauty and of continual contamination with other arts, which looks at knowledge,” explains Cristiano Seganfreddo, creative director with Agenzia del Contemporaneo.

In a rotation of micro and macro installations, there are all Intertrade perfumes people can discover through special boules and personalized olfactory showcases: Acqua di Stresa, Agonist, Azagury, Boadicea the Victorious, Bond n°9, Blood Concep, Roads, Santa Eulalia – just to name a few.

The real novelty are the new limited edition fragrances series called AVERY and new brands like Giulietta Capuleti and Cinéma Olfactif.

The cosmetics area and the space dedicated to home fragrances are surrounded by light colours and a big sofa: the first hosts exceptional brands like Annemarie Börlind and Ilâme, while the exhibition itinerary is enhanced and completed by a floral area with unusual plants and flowers; the second one artistic ceramics, decors and jewels by Mario Salvucci for Diane Pernet Paris, exclusively created for Intertrade Group.
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