OLFACTORY BRANDING

Teatro Manzoni

A woody fragrance, an authentic work of olfactory art capable of transporting you inside the theatre, enveloping you with its woody character, and bringing to life its history rich in passion and culture. A multi-sensory experience that captures the soul and essence of Manzoni, a tribute to the art, dedication and eternity that this place embodies.

client
Teatro Manzoni
year
2023

The client

Founded in 1872 as the Comedy Theatre, it was named after Alessandro Manzoni the following year, following his death. The Manzoni Theatre, located in the heart of Milan, in the famous fashion quadrilateral, assumed its current structure in 1950, thanks to a collaboration with leading artists of the time, which gave life to large and refined spaces, from the atrium to the elegant foyer and theatre room. Since 1978, the Theater has been part of the Fininvest Group, which has safeguarded the historic hall from commercial transformations and has contributed for over 40 years to consolidating its identity, image and programming.

The theatre

The Manzoni is known for its ability to offer the public a wide variety of shows, from prose to comedy, from classical theatre to brilliant comedy, including proposals for families, artistic disciplines linked to body language and musical performances. The history of this institution has been intertwined with that of Milan for 150 years, a city always ready to face the future with a spirit of initiative. At Manzoni, this spirit is renewed every evening when the curtain rises, giving the timeless magic of the theatre.

The scent identity

The olfactory notes have been selected with scrupulous attention to best represent the customer’s identity. The result is a distinctly woody fragrance where fresh citrus touches of lemon and grapefruit combine with exuberant notes of saffron and rhubarb, to then swirl towards a heart with a dual soul: on the one hand a delicate bouquet of jasmine and white flowers, on the other cedar wood and patchouli. An incandescent fusion of notes that flare up in a woody-amber base. An alternation of notes that gives life to a true work of olfactory art.

The olfactory signature of the Teatro Manzoni is the result of an in-depth analysis of the cultural reality of the famous Salotto in Milan, as well as the experience and art of the master perfumers involved in the project. A journey through 150 years of extraordinary shows, a multisensory experience that captures the soul and essence of the Manzoni. A tribute to the art, dedication and eternity that this place embodies.

The scent installation

The olfactory logo is spread through high-tech machines in the theatre gallery,
at its entrance to immediately transmit the desired olfactory imprinting to the visitor
and outside the structure to spread it in the surrounding streets.

The creative process

 

 

STEP 01

Analysis of the brand identity and interview with the general manager, marketing director, dining room manager and press office manager

STEP 02

Creation of fragrance samples together with the master perfumer

STEP 03

Organization of the event at the theatre for the choice of the olfactory logo

STEP 04

Design of the olfactory branding strategy and olfactory furniture

STEP 05

Installation of machines for diffusion in the environment

STEP 06

Creation of the olfactory branding book

The results

The Manzoni Theater is a tradition and classicism in movement. To create the olfactory signature, a fascinating creative and artisanal journey was undertaken led by Ephèmera. This fragrance is the result of an in-depth analysis of the cultural reality of the famous Salotto in Milan, as well as the experience and art of the master perfumers involved in the project. The scent of the Manzoni Theater expresses the characteristic of a theatre in constant evolution, it represents a tradition and classicism in movement, which has its roots in tradition but introduces a strong dynamism, being in step with the times.