A fra­grant voy­age

Marco Vidal, CEO of The Mer­chant of Venice srl and the Sales and Mar­ket­ing Man­ager of Ma­vive Spa, tells us about the long­stand­ing per­fumery tra­di­tion of his fam­ily, a point of ref­er­ence for col­lec­tors and lovers of pre­cious essences for over a cen­tury.

Italia Luxury - - Style | The Merchant Of Venice - Ste­fa­nia Vida

Talk­ing about the Vidal fam­ily - cur­rently cel­e­brat­ing 117 years in the in­dus­try - takes us back in time to that glo­ri­ous past, when Venice was renowned for the tra­di­tion and skill of its mas­ter per­fume mak­ers (not every­one knows that per­fume, as we know it today, was ac­tu­ally in­vented in Venice). “The ori­gins of our busi­ness date back to the early 20th cen­tury, when my great grand­fa­ther An­gelo es­tab­lished a small fac­tory that made soap, prod­ucts for the home and cos­met­ics”, says Marco Vidal. “We have con­tin­ued to de­velop this in­ter­est with pas­sion and, in 2013, this in­ter­est cul­mi­nated with the open­ing of the ‘Per­fume Mu­seum’ at Venice’s spec­tac­u­lar, re­cently ren­o­vated Palazzo Mocenigo. Our aim was to cre­ate a multi-sen­sory ex­pe­ri­ence based on fra­grance in­stead of words. This is a ground­break­ing cul­tural and sci­en­tific project; an ex­tra­or­di­nary col­lec­tion of ob­jects and a rich se­lec­tion of in­for­ma­tive and ed­u­ca­tional ma­te­rial for vis­i­tors.” This project is also as­so­ci­ated with an­other spe­cial ini­tia­tive: the cre­ation of the unique, haute par­fumerie brand ‘The Mer­chant of Venice’. Its essences are in­spired by the old maritime trade routes known as the Mude which

cov­ered a vast area from Asia to Africa, ex­tend­ing across the whole of Europe as far as the North­ern seas. This brand is sold at var­i­ous lo­ca­tions in Venice, but also in Verona and Mi­lan at the new bou­tique, in the pic­turesque Br­era neigh­bour­hood, which is grad­u­ally be­com­ing the new ‘district of artis­tic per­fumery’. The prod­ucts of The Mer­chant of Venice are spe­cial cre­ations, be­gin­ning with their ‘pack­ag­ing’: pre­cious phials de­signed to pre­serve the del­i­cate essences. The crys­tal flame-shaped bot­tles and the fla­cons, in­spired by exquisite hand blown Mu­rano glass or the pat­terns used to dec­o­rated olden-day cos­tumes, are par­tic­u­larly wor­thy of note. “Stand­out scents for spring in­clude

Rosa Moceniga, the women’s fra­grance in­spired by a rose of Chi­nese ori­gin found in the gar­dens of Villa Mocenigo, and Vene­tian Blue, the lat­est ad­di­tion to the No­bil Homo men’s line, em­body­ing all the al­lure of Vene­tian no­ble­men. Fi­nally, it’s im­per­a­tive to men­tion the brand’s most re­cent in­no­va­tion,

La Fenice Col­lec­tion, a cul­tural project link­ing the im­age of The Mer­chant of Venice to an in­ter­na­tion­ally renowned in­sti­tu­tion, the Gran Teatro La Fenice.”

From the left Mas­simo Vidal, Francesca Barozzi, Lorenzo and Marco Vidal, own­ers of Ma­vive

A view of Venice’s iconic The Mer­chant of Venice bou­tique, housed in an an­cient apothe­cary founded in 1600 in Campo San Fantin, just steps from the fa­mous Teatro La Fenice. 1. leg­endaryde com­bi­na­tionLA par­fum FENICE.opera rep­re­sentsof mu­si­cal house,...

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