Enchanted garden created to celebrate perfume


  • Style
  • Wednesday, 24 Jun 2015

An enchanted garden is created to celebrate Signorina, Salvatore Ferragamo's iconic perfume.

The heart and soul of fragrances are mostly derived from the wonderful scents of flowers. So, what better way to honour a lovely scent than to pay homage through a delightful garden?

During Pitti Immagine Uomo – a leading fashion fair and an important platform for men’s fashion and accessories that promote Italian designers – Florence’s botanical garden, the Giardino dei Semplici, was transformed into an enchanted garden with free admission for the public from June 16 to 19.

Giardino dei Semplici, (translated as the simple garden) is a part of the Museum of Natural History and maintained by the University of Florence.

Inspired by Ferragamo’s signature Vara bow, renowned designer Patricia Urquiola has created an installation for Signorina, the iconic Salvatore Ferragamo fragrance. Urquiola, who was picked by German magazines Home and Hauser picked her as Designer of the decade, has also been celebrated as Designer of the Year by notable publications like Wallpaper, Ad Spain, Elle Decor International and Architektur und Wohnen magazine.

Composed of metallic stems in varying sizes featuring the emblematic Vara bow with its metal plate, the installation sets a romantic, bucolic mood with recreations of Signorina Eau de Parfum, Signorina Eau de Toilette and Signorina Eleganza, enveloping visitors in a delicate mist reminiscent of the pleasant sensation of perfume. Signorina, which means young woman in Italian, is a fresh floriental (fusion of floral and oriental notes) and fruity scent with highlight notes of currant and peony.

This project underlines the company’s relationship with this specific botanical garden, historically a symbolic place for the fragrance world. Last year, Salvatore Ferragamo decided to sponsor the garden by restoring the six small greenhouses that were damaged in the tornado in September.

The Giardino dei Semplici is one of the oldest gardens in the world, renowned for its splendour, with the cultivation of many rare plants from around the world, and it remains a fine example of authentic Italian excellence today.

It dates back to 1545 when Grand Duke of Tuscany, Cosimo dei Medici, who was considered great patron of learning, the arts and architecture, had a research garden created for the lessons of medical students, with fragrant essences making up a large part of the garden.

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