Italian perfumer Massimiliano Torti, best known for fragrance layering, has launched a new store in Soho, London.
Located at 57 Brewer Street, Torti says the boutique will offer a highly personalised fragrance experience.
Customers can explore a curated selection of 300 hand-crafted perfumes and 200 complementary body care products designed to help them create their own unique scent identity through the technique of ‘olfactory stratification.’
Each product is crafted by hand at Torti’s workshop in Umbria, Italy, using global ingredients.
“At Massimiliano Torti, we believe that true luxury lies in exclusivity and individuality,” said Torti.
“By remaining offline and avoiding mainstream marketing, we ensure that our fragrances are for those who truly appreciate the art of perfumery.
“Our goal is to teach individuals how to perfume themselves, to create their own rituals, and to discover scents that align with their essence.”
The brand uses high concentrations of essential oils, 30-40% and many of the components are aged in oak.
The Soho location will also introduce Torti’s protégé, Nina Simona Briazu, who will lead personalised fragrance consultations.
“I want to create ‘perfume awareness’, teaching people to own their scent identities,” Briazu explained.
“Fragrance is an intimate experience that deserves to be understood and appreciated.”
Shoppers can immerse themselves in the bespoke experience, uncovering their unique olfactory profiles and learning the art of layering scents through personalised sessions.
The store will also offer exclusive access to Nektar de Parfum, Torti’s signature range, which he says embodies the values of passion, exclusivity and authenticity.