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Opening event Unscent love magic potions in Bucharest

For the first time in Bucharest, perfume enthusiasts had the chance to savour intriguing magic potions, iconic luxury fragrances in an exhibition combining art installations and haut de gamme perfumery. Unscent – Love Magic Potions 2014 was brought to Bucharest, at Casa Presei, in the Marble Hall, to present a journey through perfume creators and brands, accompanied by eight potions conceived by eight famous noses combined with the works of eight internationally renowned illustrators.
This international succesful project was initially launched in March 2013 in Milano, at Palazzo Morando and later travelled to Florence, back to Milan at Excelsior, to London – at the Saatchi&Saatchi Gallery. This year, Unscent was presented at Pitti Fragranze, the international fragrance fair in Florence and in Johannesburg for South Africa Fashion Week. Thanks to Madison, the ultimate beauty destination in Bucharest, was organized a huge launch event where international V.I.P guests from Romania and around the world came to celebrate with Intertrade Group’s staff and creators. A selection of documentaries from Roads Group and Agonist, as well as short fashion films directed by Diane Pernet and Blood Concepts Creative Directors were projected during the 3 days of exhibition (13-16 November). Danielle Ryan from Roads, Diane Pernet, Giovanni Castelli and Antonio Zuddas from Blood Concept, Christine and Niclas from Agonist all came to enjoy speaking about their after-sought brands, future projects, olfactory research they all do every day, to meet press and bloggers from Romania, that can be now be considered as an important hub for emerging creativity.

Pop in our AVERY stores to discover more about our brands: the art of perfumery at its best.