News / Préparation Parfumée Andrée Putman at Milan Design Week

  • Celso Fadelli and Olivia Putman

  • Gaetano Marzotto, Cristiano Seganfreddo and Maria Luisa Frisa

Préparation Parfumée Andrée Putman at Milan Design Week

On the next Milan Design Week, a worldwide preview will take place on the 13th of April at 7 pm. Both noses and eyes will feel emotional about the one and only perfume collection bearing the signature of Andrée Putman that blends design and olfactory sensations. On the occasion of the 15th anniversary of Andrée Putman’s first perfume, five new fragrances as a result of a collaboration started in 2001 between Celso Fadelli and Madame Putman will be presented. In the Milanese headquarters location of Intertrade Group, among the magical atmospheres enhanced by the courtyards and the gardens of Palazzo Durini, an artistic installation will reveal the collection at the presence of a very special guest: Olivia Putman.
Sobriety, essentiality, and elegance characterize the style of Andreé Putman, one of the world’s most renowned interior designers. Her notable contributions to the design world history include: the Morgans Hotel in New York, the interior design of the Concorde for Air France, and many luxury houses and boutique interiors, just to mentioned a few: Karl Lagerfeld, Azzedine Alaïa, Thierry Mugler, Yves Saint Laurent, and Guerlain. The encounter between Andrée Putman and perfumery became a dream come true as she wished for a very long time to impulse her style to the perfume universe. The fragrance was created with the precious complicity of the renowned nose Olivia Giacobetti. The idea of her fragrance became clear when designing the newly opened Pershing Hall Hotel in Paris and its vertical garden that spreads over the patio. Andrée wanted a scent inspired by the Southeast Asian rainforest. Madame Putman met Celso Fadelli, President and Fragrance Curator of Intertrade Group, for the production of the perfume to be introduced in the most exclusive stores worldwide. By the end of 2001 the launch of Préparation Parfumeé was ready: a modern, refined, fresh, flowery/spicy fragrance, designed for both men and women as Andrée truly desired. Driftwood blends with notes of grey pepper, coriander leaf, and water lily in exquisite composition made from rare high-quality raw materials.
In 2007, Andrée’s daughter Olivia took the full reins of Studio Putman Paris, following her mother’s footsteps and desires. The success of the fragrance made Olivia Putman taking an idea into consideration, that one day it may have become a collection of perfumes. One of Andrée’s wish was to enhance the original Préparation Parfumée with a collection of fragrances that evoke moments of her personal memories. Olivia then decided to partner with Intertrade Group for the development of a real collection of fragrances and let the dream begin.
Today, following the success of the first fragrance, and to celebrate the 15th anniversary of Préparation Parfumée, Intertrade Group is very proud to present the full collection named Préparation Parfumée Andrée Putman.
Olivia Putman has worked with a team of specialists in order to bring to reality this project. The inspiration of the packaging comes from the original one, a sober and elegant flacon whose style has been carefully maintained. The respectful and thoughtful restyle was curated by Agenzia del Contemporaneo (creative solutions&design agency) guided by Cristiano Seganfreddo (Vice President and Creative Director di Intertrade Group) and Alessio Avventuroso (Design Director of Intertrade Group). The transparent crystal flacon with a navy-blue cap, is decorated by an elegant blue label, that embraces it completely, leaving just a small rounded hole from where is visible the Andréé Putman signature that arises from the deepness of the bottle.
Préparation Parfumée Andrée Putman presents itself with six olfactory itineraries that embody the same sense of incomparable style that made Andrée Putman an iconic figure for both the design and the fashion worlds: