Florence for Fragrance Lovers
An olfactory itinerary: scent labs, boutiques, museums + immersive experiences celebrate the legacy of perfumery in the city of flowers
AquaFlor: An Adopted Florentine’s Dream
When AquaFlor founder Mauro Arena first ventured to Florence as a student, he fell instantly for the timeless magic of the city. A philosopher, dreamer, and natural-born hustler, he found a way to support himself in the city he was determined to make his own.
A native of Puglia, his family had cultivated olives years. Forever enterprising, Arena came up with the idea to produce scented olive-oil based soaps.
From here, his interest in perfumery took off. He was particularly struck by the art and aesthetic of the antica officina farmacia Santa Maria Novella’s natural perfumery (also profiled in this piece).
Arena longed to create a space that fused nature and beauty in homage to Florentine’s heritage of perfumery, and to transport visitors through a multi-sensory experience.
In 2009, he opened AquaFlor inside of Palazzo Corsini Antinori Serristori, in the heart of the vibrant Santa Croce district in the heart of Florence.
A masterful exemplar of Renaissance architecture, the palace features two separate courtyards, ornate sculptural elements and elegant porticos. It’s a worth a visit just for the architecture.
AquaFlor is unique among contemporary perfumeries.
Arena envisioned a true laboratorio, a laboratory, for the creation of his fragrances. Everything is produced on site in dedicated rooms of the palace which have been renovated to accommodate every step of the process.
In addition to the production of perfumes, home fragrance, and soaps, AquaFlor offers educational workshops and bespoke perfume blending. The entire staff is well-versed and passionate about perfumery, and questions are encouraged.
It’s hard to imagine leaving empty-handed, but there’s something for even the slimmest budget. Delicate ceramic disks imbued with AquaFlor’s signature iris-rose home fragrance, last for ages. At €15, they’re the epitome of approachable luxury.
Meet Zisis Kapsalis, an effervescent member of the AquaFlor team. He gave his nose a break so we could chat a few minutes about falling in love with Florence, pivoting to a career in perfumery, and where he goes for a cocktail after work. Three tips you don’t want to miss!
Scents of a City
You can’t take Florence with you, but you can absolutely douse yourself, your luggage and your house back home in the essence of it. There’s nothing like the transportive power of scent.
Jasmin Perfume features the rare and delightful variety of Granduca di Toscana jasmine. A history lesson you can smell, the flower arrived as a gift from King Peter II of Portugal to Cosimo III, the Grand Duke of Tuscany, for whom the flower is named. It thrives on the sunny Tuscan slopes and encapsulates Florence’s rich history of royals and pioneering advancements in perfumery.
AquaFlor’s signature home fragrance is built around Iris and Rose. Iris is the official flower of the city and the iconic fleur-di-lys can be found everywhere, from Florentine flags to leather bags, and even sports jerseys.
Roses also have a special spot in the olfactory identity of Florence. A stunning rose garden across the river features 400 varieties of the fragrant flower. Santa Maria Novella’s legendary aqua di rose (rose water) was originally conceived as a 14th-century antiseptic to combat the plague. It proved unsuccessful, but the refreshing scent and skin-toning qualities of rose water have stood the test of time.
Home fragrance, Giardino di Boboli, which wafts throughout the halls of the Uffizi Galleries, was also created to honor the Florence’s rich history of perfumery while conveying a multisensory connection the city.
AquaFlor
Borgo Santa Croce, 6 50122
SITE | @aquaflorfirenze
TEL +39 055 2343471
Mon-Sun: 10am – 7pm
For workshop and personalized experienced, call or email.
Lorenzo Villoresi Museum and Boutique
Lorenzo Villoresi maison and museum is located on a peaceful street across the river in the area known as Oltrarno.
Villoresi is a contemporary niche perfumer with a degree in ancient philosophy and philology. Fascinated at an early age with the Middle East, he recalls his parents’ tales of time spent in Cairo, and has traveled extensively for his research, retracing the paths of the Silk Road and the precious spices and scents originating in the East.
He was ultimately struck by a passion for perfumery following a trip to Egypt in the 1980s.
A decade later, he opened his atelier dei profumi, in Florence, and later his maison at the behest of Fendi sisters, Anna and Carla.
In addition to his own line, which is rich with raw ingredients discovered and collected throughout his travels, a star-studded list of bespoke perfumes includes blends for Gucci, Jacqueline Kennedy, Madonna, and Sting.
Artist and intellectual, Villoresi has also written extensively on the culture, history, and techniques of perfumery as well a fascinating dive into the ritual of bathing throughout human history.
Today, his line includes fragrances for the body and home, including candles, scented stones, and potpourri.
A Museum of Scent
The Villoresi museum occupies the former atelier on Via de Bardi. A multisensory wonderland, the museum is less an ode to his brand, than to the magic and artistry of perfumery.
A garden and terrace contain nearly 100 aromatic flowers and plants. The Osmorama scent library offers visitors a whiff of ancient and modern raw materials and synthetic recreations along with historical context, interactive maps and video installations.
Animated guides lead you through the basics of scent creation, and introduce you to some the world’s classic accords including florals, citrus, and spicy, smoky ambers.
*Guided tours are free and offered by appointment only. Be warned, you may leave with a career change in mind, or a few bottles in your bag at the very least.
Lorenzo Villoresi Museum and Boutique
Via de’ Bardi 12 50125 Florence
TEL +39 055 2340715
SITE | @lorenzovilloresi
Book tours by phone or email [info@museovilloresi.it]
From Monastery to de’ Medici to Modern Icon
Woven deep within Florence’s rich cultural tapestry, L'Officina Profumo Farmaceutica Santa Maria Novella represents centuries of history and the city’s role in the development of perfumery as we know it.