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A unique olfactive experience with real gardens an iconic fragrances takes place in Iguatemi Shopping at Sao Paulo to celebrate its 50th anniversary

Renata Ashcar, the most known perfume specialist of Brazil, was invited by Iguatemi Sao Paulo Mall, to create an olfactive experience to its clients on its 50th anniversary. Iguatemi was the first mall in Latin America and today it is considered one of the luxurious one. "AROMATIQUE - Alchemy of the senses" was inaugurated on August 31 and goes up to September 25.

The installation brings together 20 Brazilian and international iconic fragrances in a beautiful garden made for each one of them with real flowers like iris, roses and patchouli among others. By walking through the way, visitors will be impacted by the beauty of the garden and the scents that have been part of their lives. This relationship between fragrance and nature is enhanced by the presence of sprinklers that are triggered by sensors when the visitor approaches. The visitor can then feel the fragrance of each of the twenty perfumes that are in the middle of the flowers, plants and spices that are ingredients of a particular essence. In addition to the sensory experience, there will be panels with information about each fragrance, recovering historical data and curiosities.

The perfumes selected for the exhibition by Renata are great classics that build the market in Brazil like Azzaro, J’Adore, Opium or Malbec from O Boticario inspired on the wine art. Perfumes can also reflect cultural or social movement of each decade: in the 80s, with the feminist movement, the fashion fragrance was the Giorgio Beverly Hills; with globalization and the Internet, CK One was the trendsetter of that moment, and L’Eau d’Issey, in the 90s, with its fresh water, came to be a counterpoint to the excesses of the previous decade.

Renata will also launch next 22 at Iguatemi Shopping as well its 8th publication on the fragrance area, the reissue of her first book, Brasilessencia: The culture of perfume. It is actually an updated version of the first book written in Portuguese 15 years ago that remains as a reference.

AROMATIQUE - ALCHEMY OF SENSES (AROMATIQUE - ALQUIMIA DOS SENTIDOS)
31 Agust - 25 September.
Monday to Saturday - 10.00 am to 10.00 pm;
Sundays and holidays - 14.00 am to 08.00 pm.
Free entrance
Shopping Iguatemi São Paulo Shopping
Av. Brigadeiro Faria Lima, 2232 – Jardim Paulistano
Tel. (11) 3048-7344 ou (11) 3048-7394
#viveremaravilhoso #aromatique #iguatemisp

 

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