“Hundred scents, in hundred shades, for hundred memories. No memories will come out at the wrong time.”

Born in Milan, Alessandro Brun used to explore the city with his mother on an old, squeaky wooden tram. Alessandro developed an incredible affection for the city and feels incredibly lucky to have been born in a city with such a rich history like Milan. Over the past 40 years Alessandro revisited the places he discovered with his mother and found that even though there have been many changes, the spirit of the place; “Genius Loci” remained unchanged, and so decided to develop a collection of eight fragrances to share the beauty of Milan with the world.

“Genius Loci” - the spirit of the place, is the inspiration for the collection of fragrances. Created to take you on a journey through the enchanted and awe-inspiring places of Milan, each fragrance represents a special place in Milan and sometimes a place unknown, but it tells the story of the people.

Milan’s importance on the world stage dates to the late antiquity. From the XVI Century Milan was dominated by Austria, France and Spain; this explains the influences in the Milanese cuisine, dialect and architecture. Since then, the city has played a leading part in influencing the world, from the arts and fashion to politics and finance. It is no surprise then that a city like Milan can be an inspiration for hundreds of different scents reflecting its multifaceted personality. The cosmopolitan rush infuses the classic and gothic architecture of the city with a trendy lifestyle whilst respecting its iconic traditions. Milan has a keen eye on the past and a dreamy glance towards the future.

A million different people have passed through the streets of Milan over the centuries, walking past the same statues over the same cobblestone streets and eating in the same restaurants, but it is these fixtures that silently observe the world as it passes through and create an everlasting memory – this is the spirit of Milan.