Crafting scented stories
Teaming up with Gabriella Chieffo, a creative perfumery based in Lecce, Italy, I took on the role of art director for an exceptional collaboration. Together with renowned artist Bruno Maggio, we embarked on a distinctive journey into the world of perfumery.
This partnership resulted in a special edition of room fragrance, where art and scent converged within a distinctive terracotta bed, offering an unparalleled olfactory experience.
Research and concept development
The challenge lay in seamlessly marrying the artistic vision of Bruno Maggio with the olfactory expertise of Gabriella Chieffo. The goal was to create not just a fragrance but an immersive experience, intertwining craftsmanship, quality, and a captivating narrative. In the initial phases, extensive research delved into the brand’s essence, the artistic style of Bruno Maggio, and the technicalities of infusing fragrance into terracotta. The process was guided by a commitment to craftsmanship and the brand’s narrative, drawing inspiration from materials, childhood memories, and poetry.
“They had always resolved everything like this, even the most serious problems: lying side by side breathing in unison with the certainty of tomorrow, the warmth of the present. And to think that according to her relatives, Lina had a bad temper…”
from the story of Lina&Totonno
Art direction and design innovation
As the art director for the project, I collaborated closely with Bruno Maggio and drew inspiration from Gabriella’s conceptualization. Together, we envisioned two distinct objects of pure design—Lina and Totonno.
These objects, a hot-water bottle and a book, respectively, were crafted entirely by hand in terracotta. The choice of this absorbent and porous material aimed to innovate the traditional room fragrance experience without relying on conventional diffusers. Lina and Totonno emerged as unique pieces, each telling a story of craftsmanship and innovation.
The terracotta material, known for its absorbent properties, allowed the objects to emanate fragrance without the need for typical diffusers. The hot-water bottle and the book, when immersed in the precious liquid, magically diffused the fragrance, creating a sensorial journey that went beyond traditional fragrance methods.
Managing production and artisan collaborations
My role extended to managing collaborations with artisans and professionals involved in the production of these unique fragrance objects. This included overseeing the selection of materials, production processes, and ensuring the final products aligned with the envisioned fusion of art and fragrance.
Promotional strategy and event scenography
In addition to the product itself, I spearheaded the creation of promotional materials and designed immersive scenographies for industry fairs. The aim was to showcase not just a fragrance but an entire sensory experience, translating the essence of Lina and Totonno into visual narratives for event stands.
This collaboration resulted in more than a fragrance, it became a testament to the synergy between art and olfaction. The handmade terracotta objects, Lina and Totonno, transcended traditional fragrance presentation, offering a truly magical and immersive encounter for those who experienced them.