{"id":11136,"date":"2025-09-12T10:40:07","date_gmt":"2025-09-12T08:40:07","guid":{"rendered":"https:\/\/www.euthaliafragrances.com\/indimenticabile-genova-profumata-sei-anni-dopo-la-prima-citta-profumata-al-mondo\/"},"modified":"2025-09-16T16:27:59","modified_gmt":"2025-09-16T14:27:59","slug":"unforgettable-genova-scented-city","status":"publish","type":"post","link":"https:\/\/www.euthaliafragrances.com\/en\/unforgettable-genova-scented-city\/","title":{"rendered":"Unforgettable Genova Profumata: six years after the first scented city in the world"},"content":{"rendered":"\n

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, \u201cGenova Profumata \u2013 The First Scented City in the World\u201d<\/a><\/strong> came to life, a groundbreaking project that would mark the cultural and olfactory history of the city. For over a month \u2013 until October 13th \u2013 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>.<\/h3>\n\n\n\n
<\/div>\n\n\n\n

A fragrance dedicated to Genoa<\/strong><\/p>\n\n\n\n

For the occasion, the fragrance\u00a0\u201cGenova<\/a>\u201d<\/strong>\u00a0was created, specifically designed to narrate the city\u2019s 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\u00a0\u201cscented boulevards.\u201d<\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The olfactory route through the alleys<\/strong><\/p>\n\n\n\n

With\u00a0over two kilometers of scented path<\/a><\/strong>, more than\u00a011 streets involved<\/strong>, and\u00a0200 businesses participating<\/strong>, the numbers alone testify to the impact and enthusiasm of \u201cGenova Profumata.\u201d<\/p>\n\n\n\n

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<\/strong> were transformed into emotional corridors where fragrance became an invisible, welcoming guide.<\/p>\n\n\n\n

The project also embraced Genoa\u2019s most iconic cultural sites: Palazzo Tursi in Via Garibaldi, Palazzo Ducale in Piazza De Ferrari, and Teatro Carlo Felice<\/strong> became part of the initiative, enriching it with a historical and artistic dimension that made the experience even more unique.<\/p>\n\n\n\n

The excitement of the Boat Show<\/strong><\/p>\n\n\n\n

At the same time, the fragrance \u201cGenova\u201d also played a starring role at the 59th Genoa International Boat Show<\/strong>, one of the city\u2019s 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\u2019s international resonance.<\/p>\n\n\n\n

International acclaim<\/strong><\/p>\n\n\n\n

The press coverage soon followed: Italian and international media outlets reported on \u201cGenova Profumata,\u201d 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.<\/p>\n\n\n\n

For Euthalia Fragrances, it marked a turning point<\/strong>: proof that fragrance could dialogue with art, history, design, and hospitality. A universal language capable of reshaping urban experiences and leaving a lasting impression.<\/p>\n\n\n\n

From the Superba to Milan Duomo<\/strong><\/p>\n\n\n\n

\u201cGenova Profumata\u201d 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\u00a0official fragrance of Milan Duomo<\/a><\/strong>. Once again, tradition and innovation, spirituality and design converged, further consolidating the Genoese maison\u2019s place in the international luxury fragrance landscape.<\/p>\n\n\n\n

Six years later, the memory is still alive<\/strong><\/p>\n\n\n\n

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<\/strong>, showing the world how fragrance could become a universal language.<\/p>\n\n\n\n

Walking along Via di Scurreria \u2013 the epicenter of that olfactory journey \u2013 still evokes that atmosphere. It is no coincidence that our flagship boutique is located at Via di Scurreria 40r<\/strong>, where the fragrance \u201cGenova\u201d continues to play a starring role. A permanent tribute to the city and its identity, welcoming locals, tourists, and lovers of artistic perfumery.<\/p>\n\n\n\n

Over the years, the \u201cGenova\u201d fragrance has also won international acclaim, becoming an Euthalia Fragrances best seller<\/strong> 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.<\/p>\n\n\n\n

An invitation to rediscover Genoa through scent<\/strong><\/p>\n\n\n\n

To remember \u201cGenova Profumata\u201d is to rediscover the value of emotions that only fragrance can convey: memory, identity, belonging. Six years later, the fragrance \u201cGenova\u201d 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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Because some scents never fade: they remain imprinted in memory<\/strong>, just like \u201cGenova Profumata.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

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.<\/p>\n","protected":false},"author":9,"featured_media":6790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-11136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts\/11136","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/comments?post=11136"}],"version-history":[{"count":3,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts\/11136\/revisions"}],"predecessor-version":[{"id":11143,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts\/11136\/revisions\/11143"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/media\/6790"}],"wp:attachment":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/media?parent=11136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/categories?post=11136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/tags?post=11136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}