Nendo and Front Projects for BE OPEN Foundation’s Exhibition

Published on : Friday, March 20, 2015

Untitled-1 copyBE OPEN, the international foundation created by entrepreneur and philanthropist Yelena Baturina which operates in the field of design and creativity, has chosen the botanical garden of Brera as the amazing background of a sophisticated interdisciplinary project whose central theme is perfume. The Garden of Wonders. A Journey Through Scents will be presented on the occasion of EXPO 2015 in May, with a special preview during the Milan Design Week in April, due to the aesthetic and philosophical features this products embodies.

BE OPEN decided to explore the world of fragrances by especially focusing on some historic brands which have disappeared, international excellences whose fame has decreased over the years because of a sometimes-too-aggressive global market. The exhibition is the second stop of the global project “Made in…”, BE OPEN’s investigative tour on the virtuous relationship between contemporary design and the excellence of small producers at the four corners of the earth. The research on perfume focuses on the heritage of values of small business realities, communities which have been able to pass on traditions, expertise and relationships over the years.

Untitled-2The foundation has invited 8 designers to reinterpret the history and features of 8 defuncts perfume brands according to their sensitivity: they will act as Art Directors in order to show that design can become a strong point for small entities requiring a new commercial life to meet the challenges of the contemporary global market. Among them Front and Nendo have respectively worked on French brand Guyla and Russian perfume house Koehler & Co.

The Garden of Wonders  is inspired the history of perfume and the history of raw materials from all over the world, each perfume represented a real and imaginary journey of goods and cultures making it an anti litteram global product. In more recent years the relationship between fragrances and the look of the packages has become more and more intense, to such an extent that it has created well-defined brand identities, some of which are still used today.

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