Molecular deconstruction transforms the grape variety into a memorable business asset.

Vinitaly represents the apex of global wine storytelling—a stage where Italian excellence is expressed through narratives of terroir, tradition, and singular expertise. Within such a high-value context, the challenge lies in developing languages capable of doing justice to this complexity, enabling visitors to connect instantly with the very soul of the product.

At Villa Giusti, together with Mack & Schühle, we chose to complement traditional narrative with a new dimension: pure perception. For the new Genevitis wine collection, my role as Fragrance Designer was to activate a direct experience. By isolating individual aromatic molecules—from the tensile brightness of red fruits to the citrus vibration—we enabled guests to tangibly engage with the varietal structure. In this way, memory retains not merely a description, but an indelible physical imprint.

Olfaction and taste: deconstructing matter in the glass.

The boundary between artistic perfumery and oenology is defined by chemistry. Approximately 80% of what we define as “flavor” is in fact an olfactory signal perceived retronasally.

My role consists in decoding this complexity by breaking it down into primary elements. Applying this methodology to wine reveals its most authentic sensory mapping—an approach shared by leading academic figures such as Cristina Mercuri, whose involvement confirms how crucial the decoding of olfactory identity has become in understanding the deep structure of fine products and positioning them within the global market.

Olfactory branding: strategic positioning and memory encoding.

Within a system of excellence, companies compete not only on quality, but on memorability. Olfactory Branding is the technical instrument that allows brand identity to be fixed in an immediate and distinctive way.

Investing in a proprietary olfactory signature means leveraging precise strategic drivers:

• Immediacy. Olfaction reaches the limbic system without mediation. Brand value is registered instantaneously, generating a deep emotional bond.
• Distinctiveness. Translating a territory or value into an olfactory code creates a non-replicable proprietary asset—a signature that identifies the brand with surgical precision.
• Inclusivity. An olfactory accord speaks a universal language. It transcends linguistic barriers, making product excellence accessible and intelligible to an international audience.

The Genevitis project at Villa Giusti demonstrates that olfaction is a transversal business asset, capable of amplifying the already extraordinary communicative power of Italian wine. Translating a brand into essence allows it to exist as a constant energy—persisting in the consumer’s mind long after the event has concluded.

The future of branding will be defined by the ability to render authenticity as a lasting imprint. At the intersection of wine and fragrance, the challenge is to shape a narrative that remains unforgettable.