Massimiliano Torti’s Boutique in Soho
Excitement is in the air for fragrance lovers, as the acclaimed Italian perfumer Massimiliano Torti opens the doors to his inaugural boutique in London. Located at 57 Brewer Street in the vibrant Soho district, this new store promises a unique and personal fragrance experience for its visitors.
Artisanal Approach to Fragrance
Inside, customers will be greeted by a thoughtfully selected range of 300 artisanal perfumes along with 200 body care items, all designed to help patrons cultivate their distinctive scent identities. Torti’s innovative concept of ‘olfactory stratification’ encourages a deeper connection to the fragrances, as each product is hand-crafted in Umbria, Italy, with the finest ingredients sourced globally.
Torti believes that the essence of true luxury lies in individuality and exclusivity. By keeping his brand’s presence understated and avoiding traditional marketing strategies, he appeals to those who genuinely appreciate the art of perfumery and the craftsmanship that goes into creating each scent.
Personalized Fragrance Experience
At the heart of Torti’s mission is a desire to help individuals recognize and embrace their personal fragrance profiles. He encourages patrons to establish meaningful rituals around scent, guiding them on a journey of self-discovery through aromas that resonate with their true selves.
The fragrances showcased in the boutique feature essential oil concentrations ranging from 30% to 40%, incorporating elements that have been aged in oak barrels. This meticulous process adds rich layers of depth and character to each scent.
Moreover, visitors to the Soho boutique will have the unique opportunity to engage with Nina Simona Briazu, Torti’s talented apprentice, who will offer specialized fragrance consultations. Briazu aims to raise ‘perfume awareness’ among customers, helping them to articulate and explore their fragrance identities. She emphasizes that the journey through scent is personal and deserves intentional engagement.
Customers can engage in bespoke sessions to delve into their olfactory preferences, mastering the art of layering scents for a truly customized fragrance experience.
In addition, the boutique will feature exclusive access to Nektar de Parfum, Torti’s signature collection. This line embodies the brand’s dedication to passion, authenticity, and the idea that every fragrance tells a story, making it a must-have for connoisseurs and newcomers alike.
Source: Cosmeticsbusiness