At an event held on the 102nd floor of the One World Trade Center observatory, titled ‘Aura’ and organised by ICE – the Italian Trade Agency for the promotion abroad and internationalisation of Italian companies – in collaboration with the fair itself, 30 brands, from established names to emerging voices in independent perfumery, traced a true olfactory map of Italy, where Mediterranean landscapes, historic cities and regional traditions intertwined with distinctive ingredients, creativity, and technology.
“We decided to bring Aura back to the US,” said Erica Di Giovancarlo, Italian trade commissioner and executive director of the US network, “because the niche perfumery market is booming, and last year’s event was a success for both the Italian and American sides. From the Italian side, we saw a surge in applications; this year we are presenting 30 companies – around 10 more than before – and they are all small businesses with highly distinctive productions that have found favour and success here.
