Symrise is presenting its “WORLD TOUR THROUGH SCENT” exhibition from July 19, 2019, to July 28, 2019, as part of the “Grasse in Wonderland” festival. The presentation of Symrise focuses on the interaction of perfumers and cultures around the globe. Visitors can learn about it through texts, photographs and fragrances. The International Festival of Perfume and Arts takes place for the first time this year in the South of France. The ancient city of Grasse is known for its rich heritage in fragrances and the UNESCO has just registered the know-how related to perfumes from Grasse as intangible cultural heritage of Humanity.
Symrise invites guests to join 13 Symrise perfumers on a grand journey of scent discovery. With the WORLD TOUR THROUGH SCENT project, journalists from “Nez” magazine and photographers from “Tendance Floue” documented the perfumers’ excursions from the Amazon region to Singapore, Seville to Dubai, and more. Visitors at the Festival can immerse themselves into the explorations of the perfumers as they transformed their experiences into twelve unique fragrance compositions that showcase various cultures around the globe. The exhibit opens on July 19, 2019, with a cocktail party in the gardens of the Jean-Honoré Fragonard, 14 rue Jean Ossola in Grasse.
“Every fragrance tells a unique story, about the culture and the perfumer, which we have brought to life with our World Tour through Scent,” says Veronique Ferval, Vice President Global Creation at Symrise. “We hope to give visitors a better understanding of the art of perfumery and let them into the discovery process. The fragrance metropolis of Grasse offers the perfect setting, because it has significantly influenced the global fragrance industry since the 17th century.”
“Alice in Wonderland” serves as inspiration for the fragrance festival
Grasse will be hosting many other attractions related to perfume and art as part of the festival. Visitors can experience dance, theater, music, fashion and street art on the streets and squares of the city. Shows, tours and competitions will also take place during the ten-day festival. The organizers of the festival from Fonds Baudelaire felt inspired by the story of “Alice in Wonderland,” by Lewis Carroll, so the streets of Grasse will also fill with characters like Alice, the White Rabbit and the Mad Hatter.
“A festival in the fragrance metropolis of Grasse offers the perfect setting to present our innovations and interdisciplinary projects,” says Ricardo Omorio, SVP Global Fine Fragrance at Symrise. “We are looking forward to meeting visitors and exchanging ideas with colleagues from the fragrance industry.”