Pitti Fragranze Gears Up for 15th Edition

MILAN — “Blooming Newforms” is the theme of Pitti Fragranze’s upcoming edition. Running Sept. 8 to 10 in Florence’s Stazione Leopolda, the niche perfumery trade show will debut a new layout, conceived by Italian architect Alessandro Moradei and graphic designer Diego Soprana.
“We’ve changed completely the layout to make it more airy and functional,” said Pitti Immagine’s vice general director Agostino Poletto, revealing the project during the show’s press conference held here on Tuesday. Poletto underscored how the new visual concept, along with a rigorous selection of the companies exhibiting, is aimed to increase the international attractiveness of the show.
The fair’s 15th edition is expected to gather 270 exhibitors, almost 70 percent of which are coming from abroad.
“Pitti Fragranze’s international presence and appeal have been considerably growing edition after edition,” Poletto said. Last year, the number of foreign buyers climbed 4 percent, counting 675 foreign attendees out of a total of 2,150 buyers. Increases came from France (up 23 percent), Spain (up 7 percent), Ukraine (up 11 percent), while the U.K., the U.S. and Middle East stood solid in their presence. In 2016, the fair totaled more than 3,800 visitors, coming from 50 countries.
“In a moment of general buzz and expansion of this category, we have decided to continue

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