A Men's Fragrance Launch in Milan: The 'Shadow to Light' Sensory Journey
In Milan, WMH Project designed the international launch of a leading couture house's first men's fragrance in just three months. A two-part journey — a daytime olfactory workshop and a nighttime immersive party — gathered 250 personalities, journalists and influencers, generating over €3 million in media value.
How do you launch a fragrance by bridging fashion and perfumery?
Launching a couture house's first men's fragrance means translating an aesthetic heritage into an olfactory experience. WMH Project designed a two-part immersive journey, distinct from conventional launches, to immerse 250 guests — journalists, personalities and influencers from eight European and Gulf markets — in the brand's world. The narrative thread, 'Shadow to Light', links a daytime analytical phase to a nighttime reveal.
What does a three-part olfactory workshop involve?
By day, in a private Milan showroom, guests experienced a sensory masterclass in three sequences. First, touching, seeing and smelling six ingredients separately. Then perceiving three accords via dry-air diffusers while listening, on headphones, to the sound of each ingredient in its natural environment. Finally, a blind tasting of three bites inspired by those accords, to grasp the fragrance through taste.
Why choose a historic gallery for an immersive party?
The evening unfolded in an Art Nouveau gallery in central Milan: a 600 m² volume rising 10 metres high. The 'exploratory' scenography invited guests to discover the bottle, packaging and couture references at their own pace. A DJ set, a central bar extending the taste experience, floral arrangements, sand-coloured drapes and six 1.5 × 2.5 m screens showing runway shows and campaigns created an open, partition-free setting.
How does 3D modelling secure execution?
Using a laser scan of the venue and full in-house 3D modelling, all scenography and the light show were fine-tuned from Paris before build. This predictive control guarantees a seamless execution within a three-month window from brief to event.
How does AI amplify a launch's reach?
A facial-recognition system connected photographers to a personalised delivery server: each guest automatically received their own shots, ready to share. The outcome: 687 photos taken, 208 registered users, 80% receiving private photos and 72% of them sharing. A direct UGC lever that fuelled virality on social media.
What results for an international launch in three months?
The event exceeded its objectives: 250 guests present, 38 press interviews, 20 influence collaborations activated across eight countries, over €2.2M in EMV and €947K in press media value. A demonstration of creative ambition and ROI on an ultra-tight timeline.
Designed and produced by WMH Project — We Make It Happen.
FAQ
How long did designing the event take?
Just three months elapsed between the brief and the Milan event, covering full design, production and organisation.
How was the sensory experience structured?
A two-part journey: a three-stage daytime olfactory workshop (touch/smell, sound-paired accords, blind tasting) and a nighttime immersive party in a historic gallery.
What results did the event generate?
250 guests present, 38 press interviews, 20 influence collaborations across eight countries, over €2.2M in EMV and €947K in press media value.
What role did artificial intelligence play?
A facial-recognition system let each guest automatically receive their own photos, boosting sharing and UGC: 72% of guests who received shots shared them.