1984/PR Journal: Following Olfactory Pathways
Conveying the moods elicited by high perfume and the essence of a fragrance is a challenge, as the visual sense becomes the main interface through which a brand’s character is to be formed.
To bring more experiential elements to an initiative, 1984/PR Agency devised Olfactory Pathways, a real-life experience of the world of Italian haute parfumerie at Campomarzio70. Talents were invited to stores in Milan, Florence and Rome to discover their own olfactory identity through choosing their own fragrance and to learn more about the often abstruse world of haute perfume.
Talents shared their impressions and experiences with their followers on social media platforms such as Sara Rossetto during the Milan tour, Roberta Krasnig in Rome and Giuliana Matarrese in Florence, inviting the public into the esoteric world of high-end olfactory.