“Through The Mirror” is the concept for the 12th edition of Esxence

ESXENCE – THE ART PERFUMERY EVENT
“Through The Mirror” is the concept selected for the 12th edition
of the international Art Perfumery event

16-19 April 2020, MiCo, Milano Convention Centre
CityLife District

Milan, 17 December 2019 – The best of artistic perfumery will come together in Milan from 16 to 19 April for the 12th edition of Esxence – The Art Perfumery Event, the sector’s leading international event. Several new things to discover, starting from the renewed interior design, will make their mark in the new exhibition and design centre at MiCo, Milano Convention Centre, the throbbing heart of the new CityLife District that combines the twin souls that have become a so vital part of Milan over the years: art and design.

Beauty, uniqueness, awareness, intimacy and conscience: “Through the Mirror” is the leitmotiv selected for this new edition of Esxence, which will bring visitors in the discovery of artistic perfumery’s precious casket. The mirror will be the characteristic element of this year, enabling multiple facets of reality to be seen and, through them, new worlds to be explored, such as the one where artistic perfumery and art.
Perfume is actually the mirror of our personality, with the ability to narrate our most deep being and our essence. Yet at the same time it also has the potential to reflect a more concealed, mysterious side of us, a side we have not yet revealed: what we are and what we yearn to be. This is conveyed in this year’s renewed and high-impact set-up by an energetic contrast of colours, on the one hand anticipating the trend for Classic Blue elected 2020 colour of the year by Pantone®, and on the other playing with shades of Lux Coral.

Esxence, the forge of innovation, stylistic and aesthetic research, is the event where artistic perfumery comes together and shares its energy and its inspirations in the name of the most authentic, refined olfactory culture. Every year, buyers, noses, operatives, retailers and enthusiasts flock here because they know they will find the ideal forum for discovering the most refined and tasteful olfactory discoveries from every part of the globe and come into contact with unique experiences that conjure up perceptions of distant, unknown worlds, in something of a mysterious voyage which many may wish could go on for ever.

The participating international perfume houses, both long-established and up-and-coming, are all chosen to showcase instances of excellence that apply the principles of the ancient Art of Perfumery. All the participating brands have to gain the approval of a strict Technical Committee, comprising nine members chosen from among distributors and retailers from all over the world. Once they have received and analysed the aspiring participants’ entries, these technicians then proceed to their evaluation, leaving to the Promoting Committee the task of drawing up the final list of brands admitted, which are classified as either Main Brands or Spotlights.

Esxence will organise a rich calendar of appointments, drawn up working in partnership with Essencional, the study centre directed by Silvio Levi, to feature workshops, round tables and special events to be addressed by some of the world’s leading international names and experts, with the aim of promoting olfactory culture among professionals, stakeholders and the public at large. A partnership with the
Osmothèque, the world’s only and exclusive International Conservatory of perfumes and a regular presence at Esxence since the very first edition, with meetings and thematic workshops, has already been confirmed, as has that with Mouillettes & Co., the well-known Italian organisation that provides training courses and consultancy related to the olfactory sense. For the sixth year running, Esxence will also provide the venue for the announcement of the finalists of the Art & Olfaction Awards, the prestigious acknowledgement reserved for independent artistic perfumery.

Considerable attention will be focused on training, with special projects offering innovative teaching methods to be held in partnership with Politecnico di Milano – Department of Design and Packaging Première, the selective trade exhibition dedicated to luxury packaging.

Timed to coincide with Esxence, MiCo, Milano Convention Centre, will be also holding the second edition of Experience Lab, the event dedicated to niche and indie cosmetic excellence promoted by Experience Me. Following up on the positive feedback received in 2019 from the general public and industry operatives, Experience Lab will propose an attentive selection of new brands in a market segment that is still relatively underdeveloped in Italy.

Another second edition being organised during Esxence is Milano Fragrance Week. Its aim is to promote olfactory culture and interest in perfume as an art form and a vehicle to create a new set of opportunities for the city of Milan. An agenda packed with multisensory events will animate the city’s coolest neighbourhoods, offering creative micro-experiences for the public to discover and learn more about their
senses.

Esxence, being held just a stone’s throw from the new CityLife district and the breathtaking contemporary architecture of the Three Towers designed by the archistars Zaha Hadid, Arata Isozaki and Daniel Libeskind, will also be taking place meanwhile Miart, the International Fair of Modern and Contemporary Art, confirming Milan’s role as a benchmark city for creativity.

#esxence2020
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