It was Renato Bianco who introduced the perfume to the French. He followed Caterina de’ Medici in France, when she got married to the future king of France. For more then a century the Italian perfumers were the protagonist of European Perfumery. Still in the second half of the XVIII century, Migone, who was located in Milan, distributed his own essences in all Europe. While in the early XIX century, Giuseppe Visconti di Modrone made the difference in the Italian Perfumery production. He founded Giviemme, his own Perfume House, for which worked Carlo Scarpa, Fulvio Bianconi, Dino Villani and the Vannini Glass producers from Murano.

Figures

The Figures, the name given to these emblematic specimens by the Perfume Museum, were elements of furniture rather than perfume, produced above all by the Northern Italian Essence Houses of productions between the late 1940s and the early 1970s. These objects were designed to contrast the aggressive intrusiveness of the French post-war perfumery. Today they are representative of the economic boom society, which developed from a humble and simple condition of the country people, with its often naive and simple tastes, to an industrial reality.

Ancient Houses

The Italian Houses of Perfume were born at the end of the XVIII century, when instead of being created by an artisan, the perfumes started to be produced industially. The Italian Houses of Perfume trade their essences not only through all over Europe, but also in United States of America. They offered new and unique products such as “Violetta di Parma”, which is the icon of Belle Époque age or “Acqua di Felsina’ by Bortolotti from Bologna. Among all the Italian Houses of pruductions, the one which lasted most was the milanese “Mingone” , which was opened in Turin in 1778. Then it moved to Milan, where they opened a huge shop in via Orefici, nearby the cathedral. “Mingone” closed in the ‘50s of the last century.

Artists

Among the great number of artists, who produced works for Perfumery, we can mention: Carboni, Nanni, De Carolis, Venturini, Busi. Also they worked for the Parfumery field: Carlo Scarpa, one of the most interesting architects in the 1950s to 1970s; Fulvio Bianconi, master of glass, who created masterpieces well-known all over the world; and the vulcanic Dino Villani, who was an professional advertising, who invented “Insidia”, so rare that only 500 bottles were issued. All of them worked for Venini Glass Producer in Murano and for Giviemme, the House owned by Giuseppe Visconti di Modrone, for whom they created bottles in blown glass in limited edition.

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