Silver apple becomes the fruit of Italian C&T's labour

Published: 8-Jun-2011

Unipro and the Accademia del Profumo team up to create a sensorial garden experience

Unipro, the Italian Association of Cosmetic Industries, has teamed with the national perfume academy, the Accademia del Profumo, to set up what it calls ‘ the first fruit and vegetable garden of Italian beauty or the Orto della Bellezza Italiana’ in Milan. This garden will combine real life fruit and vegetable growing with artistic pieces and interpretation.

Especially for the occasion, Italian artist Ornella Piluso has introduced an exclusive new piece of art, a silver apple, to become the symbol of the first vegetable to be plucked in the ‘ garden of beauty’ . The silver apple symbol was chosen because of its originality and universal and glamorous appeal, with its intense perfume and fragrant taste being instantly recognisable.

The garden aims to draw attention to the value of the perfumery sector in Italy by combining this with a sensorial experience that visitors can enjoy. It also further indicates how the two trade bodies are working together to promote greater awareness of their respective industries.

Luciano Bertinelli, president of the Accademia del Profumo says: “ This event represents a step forward in the project of the Academy and Unipro that will be further developed at the Expo Milano 2015 where ideas about beauty and aesthetics will sparkle. This is a fundamental experience for the world of beauty and for the beauty industry itself.”

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