Pitti Fragranze

At Pitti Fragranze 2026, I am presenting my research on olfaction and brand identity during the talk The Scent of Hospitality, dedicated to how fragrance can transform the guest experience.

In conversation with Ambra Martone, co-founder of LabSolue and creative director of the Magna Pars hotel, and Sophie Labbé, senior perfumer at Firmenich, I discuss fragrance as a design element: an invisible yet powerful language capable of giving character to a space, making it memorable, and building a more intimate relationship with people.

The talk, moderated by Francesca Delogu and Silvia Manzoni and curated by Istituto Marangoni, is an opportunity to reflect on hospitality, memory, and the senses, and on how the sense of smell can become an integral part of the brand experience.