In the setting of the Orto Botanico di Brera the Be Open Foundation, created by Yelena Baturina to operate in the field of design and creativity, and the magazine Interni present The Garden of Wonders. A Journey Through Scents, an extensive exhibition on the theme of fragrance, as part of the major Exhibition-Event Energy for Creativity.
INTERNI, with this initiative, for the second consecutive year joins forces with Expo Milano 2015 to celebrate the Universal Exposition that will bring the world
to Milan. The show opens on 13 April 2015, in coordination with the FuoriSalone, and remains on view until 24 May 2015, during the entire first month of Expo Milano 2015.
The Garden of Wonders. A Journey Through Scents focuses on the heritage of values of small manufacturers of perfumes, communities that have been able to pass down traditions, experience and relations over time. The exhibition sets out to explore this world, concentrating on certain vanished historical trademarks, international examples of excellence whose renown has diminished over the years due to what at times is an overly aggressive global marketplace. To this end, eight lost trademarks have been identified, to which to apply a logic of rebranding to trigger a global virtuous circle.
The reinterpretation of the eight brands has been assigned to eight designers who have rethought their history and characteristics in keeping with personal sensibilities: they have acted as artistic directors of the brands to demonstrate that design can become a strong point for small businesses.
Tord Boontje has worked on the Czech brand Waldes et Spol,
Fernando & Humberto Campana on the French Biette; the Italian brand Bertelli has been reinterpreted by DimoreStudio, while the Swedish trio Front have focused on the French trademark Guyla; the Spanish designer Jaime Hayon has approached the English brand Boissard, Piero Lissoni has interpreted the American fragrance firm Lundborg, Jean-Marie Massaud has worked on Bertif, and Nendo has approached the Russian brand R.Koehler & Co.
The Garden of Wonders
A Journey Through Scents
Press conference Energy for Creativity 13 April 2015, 2.30 pm
at the Aula Magna, Università degli Studi, via Festa del Perdono 7, Milan
Press Meeting of Orto Botanico exhibition 14 April 2015, 5 pm; cocktail 7 pm
with the designers at Orto Botanico, via Fratelli Gabba 10 / via Brera 28, Milan
Press conference of Orto Botanico exhibition 28 April 2015, 11.00
at Biblioteca Nazionale Braidense, via Brera 28, Milano
Opening Hours Orto Botanico
from 13 to 19 April open from 10.00 to 23.00;
from 20 April to 24 May from 10.00 to 22.00
The overall organization of the exhibition The Garden of Wonders. A Journey Through Scents has been entrusted to Ferruccio Laviani, who has created a distributed museum where all the parts of the project communicate with each other and with the area of the Orto Botanico.
A historical-anthropological section introduces visitors to the more general aspects of the theme of fragrances: an interactive and visual tour through perfumes and production techniques used since the 18th century.
The cosmopolitan curator and researcher of Greek origin Elena Vosnaki has been chosen to supervise the historical part, while Gérald Ghislain, founder of Histoires de Parfums, hascurated the section on fragrances and raw materials.
Ghislain is also the creator of the fragrances in the show, in the historical pavilion and in the eight pavilions of the designers.
At the end, inside an imaginative set up, A Vision in a Box displays the appealing vision of ten designers who worked on designing the bottle which will contain the fragrance of the future.
Golden Pavilions are provided by Unopiù.
Press release The Garden of Wonders
125KB
Press release A Vision in a box
105KB
Press release The Houses of Wonders
108KB
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