Olfatto Liquido is a student project, realized at the Politecnico di Milano.
Olfatto Liquido is a journey towards an alienating, relaxing and intimate experience. A moment of suspension, of ancestral and primitive meditation, carried on with the oldest of the five senses. Olfatto Liquido allows a detachment from the liquid society in which we are living. Olfatto Liquido which, always gathering new perceptions, decides to stop for a moment and rediscover itself in a meditative way. In order to achieve this state, however, it is necessary to go through a total detachment from reality, a sort of sensory deprivation, to then be able to reunite with ourself, purified, and to be able to live the experience in a totalizing way. In a society that never stops, the sensory stimuli that are received from the outside are continuous, superimposed and varied. And it is opposed to this that the idea of something intimate, enveloping, lasting and stable arises. With the aim of personal reinforcement, against insecurities and external swirls, in this way everyone is allowed to find, metaphorically, his own place. Any type of space and distance is brought down; frantic time is interrupted, turning into new perceptual dimensions. What is proposed is therefore a moment of hedonism and relaxation, a feeling of peace that can give security and stability to the person. It is precisely the themes of individualism and communitarianism, opposed to each other, which in a very current way are the subject of reflection. The development of something universal, that is, addressed to everyone, but which is experienced individually, and which takes on individual characteristics differently. A transport is of a natural and intuitive type, guided by impulses and emotions, which must not be cumbersome, forced or too thoughtful.
The project is based on the development of two scents, one dedicated to personal use and the other one dedicated to the ambient parfuming. From my personal concept of “Olfatto Liquido”, expressed above, the scents designed has been stàsi and mimèsi, Following on one side the same asset of values, and being complementary on the other side. The packaging has been designed for all the world around them: communication, website, media and advertising.
Graphically, the project is focused on the use of dynamic and fluid textures, fractal noises and movements. The main font is totally in line with this mood: It’s Hatton from Pangram Pangram foundry. Its particular contrast between black and white spaces gives it a sensual and fluid aesthetic, perfectly matching the intent of this project. Between the two fonts, this is the one that gives personality to the project. Next to it, I have opted for one of the most famous sans-serif fonts of these times: Suisse Int’l from Swiss Typefaces that, with its extreme rigor, gives balance to all the artifacts realized.