Santa Maria Novella hosts the first American event in 800 years of history in Harlem
Typically, when brands hold their first events, it's in their first few months of existence, not 800 years down the line.
But the Florentine perfume company Officina Profumo Farmaceutica di Santa Maria Novella, known more simply as Santa Maria Novella, did just that in New York the other night, when the brand held the very first event in its 800-year history.
Team members were flown in from Florence to provide guests with an authentic scent experience , in honor of the new — and first — perfume, L'Iris. (He had previously stuck with colognes.) Guests like Zani Guggleman, Scott Schuman, Sophie Elgort and Michael Avedon gathered in Harlem Parish on 118th Street to first smell The Iris, then work with the one of the Florentine staff to create their own custom. perfume, by mixing 10 different drops in a bottle that was mixed while dinner was being served.
Related GalleriesNewly hired executive vice president Elyse Nemerever, who comes to Santa Maria Novella via Lanvin, Dior and Proenza Schouler, celebrated the theme of premieres for the night.
"One of the things they told me when I joined the company was 'we're an 800-year-old startup," she recalls. "Even though they've been around for a very long time and the legacy is there, in terms of development, infrastructure and our growth, it's all been really organic and not that extensive. Until now, and still today, it's been about finding the right partners, the right positioning, the right teams."
Stacy Igel and Sophie ElgortMike Vitelli/BFA.com
Sylvia D'Eramo Mike Vitelli/BFA.com
Typically, when brands hold their first events, it's in their first few months of existence, not 800 years down the line.
But the Florentine perfume company Officina Profumo Farmaceutica di Santa Maria Novella, known more simply as Santa Maria Novella, did just that in New York the other night, when the brand held the very first event in its 800-year history.
Team members were flown in from Florence to provide guests with an authentic scent experience , in honor of the new — and first — perfume, L'Iris. (He had previously stuck with colognes.) Guests like Zani Guggleman, Scott Schuman, Sophie Elgort and Michael Avedon gathered in Harlem Parish on 118th Street to first smell The Iris, then work with the one of the Florentine staff to create their own custom. perfume, by mixing 10 different drops in a bottle that was mixed while dinner was being served.
Related GalleriesNewly hired executive vice president Elyse Nemerever, who comes to Santa Maria Novella via Lanvin, Dior and Proenza Schouler, celebrated the theme of premieres for the night.
"One of the things they told me when I joined the company was 'we're an 800-year-old startup," she recalls. "Even though they've been around for a very long time and the legacy is there, in terms of development, infrastructure and our growth, it's all been really organic and not that extensive. Until now, and still today, it's been about finding the right partners, the right positioning, the right teams."
Stacy Igel and Sophie ElgortMike Vitelli/BFA.com
Sylvia D'Eramo Mike Vitelli/BFA.comWhat's Your Reaction?
