The launch of Bianco d’Alba, the new home fragrance created by Euthalia Fragrances and the new olfactory identity of the International Alba White Truffle Fair, is a tribute to the excellence of the white truffle and the essence of the Langhe. This project goes beyond the creation of a simple fragrance: it is an olfactory work of art that captures the breath of a land rich in history and beauty.
White truffle fragrance
The Creative Process: A Delicate Balance of Refinement and Nature
Behind the creation of Bianco d’Alba was a long process of study and experimentation, with particular attention to the balance of olfactory notes. The main challenge was to incorporate the note of the white trufflein a way that it would be perceivable yet harmonized within the composition. “We didn’t want the white truffle note to be too dominant,” explains Martino Gavazzi, CEO and fragrance designer of Euthalia Fragrances. “It needed to be present in an elegant way, almost suspended between the top and heart notes, giving the fragrance a refined complexity.”
The fragrance had to convey the essence of the Langhe, blending the olfactory nuances of the undergrowth, hills, and the land where the white truffle grows. The earthy, woody, and musky notes needed to be well-balanced, evoking the natural landscape without ever becoming excessive or redundant. “We worked extensively to make these components organic and coherent, creating a fragrance that authentically and sophisticatedly evokes the nature of the Langhe,” adds Gavazzi.
Another complexity was to achieve an olfactory experience that was layered but uniform. Each accord had to be distinguishable without sacrificing the overall harmony of the fragrance. “We want those who experience Bianco d’Alba to perceive all its facets distinctly, but for them to come together in a coherent experience. This makes the fragrance dynamic and ever-evolving, inviting discovery with each encounter.”
Olfactory Identities: Evoking Territories and Monuments through Fragrances
Bianco d’Alba follows a path of creating olfactory identities that Euthalia Fragrances has already explored with iconic projects.
In 2022, Euthalia created Duomo Milano, the olfactory identity of the famous Milanese monument, a symbol of Italian art and culture, in collaboration with Mediaset Brand Extension, for Veneranda Fabbrica del Duomo, in a project that supports the restoration of the Cathedral. In this project, the fragrance was built around the main note of incense, combined with woody, amber, and spicy accords, evoking not only the architectural grandeur of the Duomo but also its sacredness. Incense, historically associated with places of worship, created a deep sensory connection between the monument and the emotions of its visitors.
In 2019, Euthalia designed the Genova fragrance for the event “Genova Profumata – World’s First Scented City.” Here, the starring note was basil, a symbol of the city of Genoa, accompanied by a mix of aromatic herbs inspired by the freshness of the Ligurian Riviera. This composition captured the Mediterranean essence of Genoa, presenting the public with a fragrance that recalls the landscape and tradition of Liguria, intimately linking the fragrance to its territory.
White truffle fragrance
In both cases, just like Bianco d’Alba, the connection between the fragrance and the territory was fundamental in creating a coherent and representative olfactory narrative. A fragrance is not simply a combination of essences but becomes an emotional vehicle, capable of evoking places, memories, and sensations.
Immersive Experiences: A Langhe Wood in the Heart of Alba
For the launch of Bianco d’Alba, the showroom of Round was transformed into a suggestive wood, recreating the natural environment where the white truffle grows. This allowed visitors to live an immersive experience, transporting them to the heart of the Langhe. Walking among the plants, listening to the sounds of nature, and perceiving the notes of the fragrance provided a multisensory context perfect for understanding the soul of the perfume.
The olfactory aperitifs organized throughout the weekend allowed guests to discover the structure of the fragrance step by step, exploring its various notes and components. These presentations, carefully curated and accompanied by stories about the creative process, created a deep connection between the public and the fragrance.
White truffle fragrance
Immersive experiences have now become an essential element for fully understanding and appreciating a fragrance. It’s no longer just about “smelling” a scent but about immersing oneself in a context that represents and enhances it. These events help establish an emotional connection with the fragrance and allow for a sensory understanding of its essence, creating an indelible memory.
Fragrance as a Sensory Journey
Bianco d’Alba is not simply an ambient fragrance, but a true journey into the heart of the Langhe. Through its complex and refined structure, it tells a unique story of tradition, nature, and beauty. Thanks to the experiential approach adopted during its launch, Bianco d’Alba is set to become not just an olfactory icon but also a symbol of territorial excellence.
White truffle fragrance
The art of Euthalia Fragrances lies in its ability to create scents that do not merely perfume a space but tell a story, evoke memories, and stir emotions. Bianco d’Alba is destined to become one of those fragrances that leave a profound mark, capable of transforming any environment into a sensory tribute to an extraordinary land.