Firmenich has announced the opening of its third fine fragrance atelier in Grasse, France, Villa Botanica.
The new atelier will showcase natural ingredients and innovations, offering customers and creators the opportunity to collaborate, co-create and share perfumery culture, creativity and inspiration.
Villa Botanica, on the hill of Peyloubet above Grasse, is a 40,000-square-meter site, complete with gardens, creation workshop, reception area and views of the mountains and sea. It provides an intimate, oasis for Firmenich’s fine fragrance creators and customers to collaborate, co-create and be inspired.
The Mediterranean bastide will feature gardens covered with the essences of Provence and greenhouses planted with natural ingredients from around the world, from rose centifolia, mimosa and lavender to vetiver, cinnamon, patchouli or ylang.
Villa Botanica will formally open in Spring 2021. Firmenich’s first two fine fragrance ateliers opened in Sao Paulo in August 2019 and Shanghai in September 2019.
CEO Gilbert Ghostine said, “We are delighted to open a truly unique facility in the UNESCO World Heritage site of Grasse, further strengthening our leadership in naturals and sustainability. In an intimate and safe setting, we will offer our customers privileged access to our exceptional natural materials from Grasse and around the world and collaborate together to develop winning fragrances for today’s conscious consumers and tomorrow’s trend setters.”
M. le Maire de Grasse Jerome Viaud stated, “The municipal strategy and territorial marketing that we have been implementing for the past six years to bring together the world’s biggest players in perfumery to Grasse is starting to take shape. Firmenich has always been a true partner for our city, with its combination of production sites and innovation center. We deeply appreciate Firmenich’s support of Rose de Mai and jasmine extracts, a great contribution to our renowned heritage and future. This new site in Peyloubet will revive one of the most beautiful spots of our city, and I am delighted to anticipate the high level of fragrance creation that will take place on top of that hill.”
Fabrice Pellegrin, principal perfumer, director of natural product innovation explained, “My calling as a perfumer is rooted in my love of natural raw materials; I need to pick the flowers, crumple the leaves, smell the first fruits of each season. The floral productions from Grasse have no equal in perfumery heritage and are essential to us as composers of fragrance. The Villa Botanica possesses the virtue of tradition and the passion of creative excellence: listening, smelling, creating, innovating and sharing.”
President, perfumery & ingredients, Armand de Villoutreys added, “At Firmenich, we are proud of our legacy as a center of perfumery culture, in Grasse and around the world. Villa Botanica will allow us to uniquely share our knowledge and expertise in Fine Fragrance with our customers, demonstrating our passion for the highest-quality natural ingredients and inspiring the beloved fragrances that touch the lives of consumers every day.”