ITALIAN perfumery Massimiliano Torti has its eyes set on London with its new debut bricks-and-mortar store in Soho, and its the first store outside of Italy.
The perfume house, which is known for its approach that that blends ancient tradition with modern innovation, has crafted a collection of perfumes, oils, and body care products that challenge conventional norms of scent for the past 30 years.
Nina Simona Briazu for Massimiliano Torti
Born in Florence in 1975, Torti’s early exposure to the world of fragrances in the ’80s and ’90s ignited his passion for perfumery, honing in on single-note essences and focussing on the authenticity of raw essences. As such, his scents incorporate a high concentrations of essential oils (30- 40%), exemplifying his dedication to purity, and crafted by hand in his Umbrian workshop, in limited quantities to ensure excellence.
Raw collection by Massimiliano Torti
On his approach Torti says,”we believe that true luxury lies in exclusivity and individuality. By remaining offline and avoiding mainstream marketing, we ensure that our fragrances are for those who truly appreciate the art of perfumery. Our goal is to teach individuals how to perfume themselves, to create their own rituals, and to discover scents that align with their essence.”
Bianca collection by Massimiliano Torti
Channeling the brand philosophy that sees fragrance as a personal and transformative, the key to their scents is the art of layering, a technique that allows for personalised luxury. Torti introduced the concept of “olfactory stratification,” an approach that encourages the layering of different scents across various parts of the body that results in a rich, multidimensional fragrance experience. This method allows wearers to build a signature scent, and with over 300 fragrances, there’s a whole host of options to be worn.
Amber collection by Massimiliano Torti
Building on years of research, artistry, and innovation, the house has added to its family with Nina Simona Briazu, a talented “nose” and personal protégé who plays a key role in expanding Torti’s brand and philosophy, and she’s marks the next chapter for the brand with the opening the London boutique.
Here, she will offer personalised fragrance experiences, helping to craft bespoke fragrances. On the offering Nina says, “I want to create ‘perfume awareness’—teaching people to own their scent identities. Fragrance is an intimate experience that deserves to be understood and appreciated.”
by Felicity Carter
57 Brewer Street, London, W1F 9UL