Firmenich, the world’s largest privately-owned perfume and taste company, is opening its third Fine Fragrance Atelier in Grasse, France. Villa Botanica is located on the hill of Peyloubet above Grasse; the 40,000-square-meter site includes gardens and stunning views of the mountains and sea. The site is an oasis for Firmenich’s Fine Fragrance creators and customers to collaborate, co-create, and be inspired.
Firmenich 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 trendsetters.”
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.”
The Mediterranean bastide will feature gardens covered with the prestigious essences of Provence and greenhouses planted with exotic natural ingredients from around the world, from rose Centifolia, mimosa, and lavender to vetiver, cinnamon, patchouli, and ylang.
Villa Botanica will formally open in Spring 2021. It is Firmenich’s third Fine Fragrance Atelier, after São Paulo in August 2019 and Shanghai in September 2019.
