Some events remain etched in collective memory not only for their originality but for their ability to transform a place, an atmosphere, an entire city. On September 12th, 2019, “Genova Profumata – The First Scented City in the World” came to life, a groundbreaking project that would mark the cultural and olfactory history of the city. For over a month – until October 13th – the historic center of Genoa became the largest open-air sensory journey ever created in Italy, enveloping locals and visitors alike in an unforgettable experience.
A fragrance dedicated to Genoa
For the occasion, the fragrance “Genova” was created, specifically designed to narrate the city’s identity through the sense of smell. Its notes celebrated the strength and freshness of Liguria: basil and aromatic herbs, iconic symbols of Genoese cuisine and landscapes, became the raw materials of an unprecedented story. A composition that evoked both sea and hills, alleys and sunny terraces, capable of transforming streets into “scented boulevards.”
It was more than just a home fragrance: it was the very soul of Genoa, distilled and made tangible, breathing life into the centuries-old stones of its caruggi.
The olfactory route through the alleys
With over two kilometers of scented path, more than 11 streets involved, and 200 businesses participating, the numbers alone testify to the impact and enthusiasm of “Genova Profumata.”
Walking through the historic center in those weeks meant stepping into a new and surprising dimension. Streets such as Via di Scurreria, Via San Lorenzo, Via Roma, Galleria Mazzini, Via XXV Aprile, Via Luccoli, Piazza Campetto, Via Orefici, Via Canneto il Lungo, Piazza delle Erbe, and Via di Sottoripa were transformed into emotional corridors where fragrance became an invisible, welcoming guide.
The project also embraced Genoa’s most iconic cultural sites: Palazzo Tursi in Via Garibaldi, Palazzo Ducale in Piazza De Ferrari, and Teatro Carlo Felice became part of the initiative, enriching it with a historical and artistic dimension that made the experience even more unique.
The excitement of the Boat Show
At the same time, the fragrance “Genova” also played a starring role at the 59th Genoa International Boat Show, one of the city’s most prestigious events. There, it found the perfect stage to reach visitors from around the world, sparking curiosity and fascination. The encounter of design, yachting, and artistic perfumery created an innovative synergy that amplified the project’s international resonance.
International acclaim
The press coverage soon followed: Italian and international media outlets reported on “Genova Profumata,” recognizing it as a pioneering and visionary initiative. More than a tourist attraction, it became a true cultural project, telling the story of the city in a new, immersive, and democratic way.
For Euthalia Fragrances, it marked a turning point: proof that fragrance could dialogue with art, history, design, and hospitality. A universal language capable of reshaping urban experiences and leaving a lasting impression.
From the Superba to Milan Cathedral
“Genova Profumata” was also the beginning of a wider journey. Two years later, thanks to the credibility and recognition gained through this project, Euthalia Fragrances was chosen to create another extraordinary work: the official fragrance of Milan Cathedral. Once again, tradition and innovation, spirituality and design converged, further consolidating the Genoese maison’s place in the international luxury fragrance landscape.
Six years later, the memory is still alive
Today, six years on, the emotions of those days remain vivid in the memory of those who experienced them. Genoa had transformed into an open-air museum of the senses, showing the world how fragrance could become a universal language.
Walking along Via di Scurreria – the epicenter of that olfactory journey – still evokes that atmosphere. It is no coincidence that our flagship boutique is located at Via di Scurreria 40r, where the fragrance “Genova” continues to play a starring role. A permanent tribute to the city and its identity, welcoming locals, tourists, and lovers of artistic perfumery.
Over the years, the “Genova” fragrance has also won international acclaim, becoming an Euthalia Fragrances best seller now sold worldwide. A success that confirms its evocative power and the special bond this creation has been able to build with all who discover it.
An invitation to rediscover Genoa through scent
To remember “Genova Profumata” is to rediscover the value of emotions that only fragrance can convey: memory, identity, belonging. Six years later, the fragrance “Genova” has lost none of its evocative power. It continues to tell the story of the city and to link Euthalia Fragrances forever with the heart of the Superba.
And if 2019 was the year of the first scented city in the world, today is the time to continue that sensory journey. Entering our flagship store means reliving a fragment of that unique experience, surrounded by the basil and aromatic herbs that made a chapter of Genoese history unforgettable.
Because some scents never fade: they remain imprinted in memory, just like “Genova Profumata.”