When you hear Lorenzo Villoresi's ‘Incensi’, you involuntarily think of ancient rituals, of immaculate resin flowing green and fragrant from the tree. Enchanted memories of countless journeys on the trail of scents, of the magic of nocturnal festivals. There are also fresh notes of sour apple and the irresistible scent of orange blossom. A hint of myrrh, poppy and resinous woods round off the fragrance.
The philosopher and perfumer Lorenzo Villoresi creates his fragrances above the rooftops of Florence. For him, they represent a world of fantasy and exoticism, sensuality and the art of seduction. On request, he composes tailor-made fragrances for his customers. The wife of musician Sting, Cherie Blair, wife of British Prime Minister and film director Ridley Scott, have visited his attic studio with its view of the Arno and the Renaissance domes of Florence over the past few years and received a fragrance creation tailored to their character from the perfume creator. ‘After all, people use their perfume to make a statement about their existence,’ says Lorenzo Villoresi, immersed in the soft cushions of his antique-filled study. The deeper the scents are embedded in the realm of sensuality and memories, the closer and more emotional the relationship to one's own scent.
‘Scent is a signal of our being.’ I smell, therefore I am – Villoresi's very own interpretation of Descartes.
Florence has long had a unique tradition as a city of fragrance. During the Renaissance, when the rich commercial and financial capital was the hub of the cultural world, the Arno River was also the cradle of modern perfume production. It was Caterina de' Medici who brought this flourishing art to Paris when she moved to the French court and took her personal perfumer with her. Lorenzo Villoresi is reviving the old Florentine tradition. ‘The location is very important to us,’ says his wife Ludovica, a classic Renaissance beauty with a warm nature. The diversity of this high-quality Tuscan craftsmanship characterises the Villoresi range.
‘The world of perfume,’ according to Villoresi's credo, ’is a universe without boundaries.’
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