MAURIZIO PREDIERI / AUTHOR & SCENT IDENTITY DESIGNER
Giving form
to the invisible.
I am Maurizio Predieri. I write and design olfactory identities for brands, places and institutions. I developed the Scent Identity Design method through my work with Ephèmera Firenze and explore it in my book.
01 / THE BOOK
Scent can tell a story about who we are.
Scent Identity Design brings together questions, experiences and tools from my professional practice. It moves from the culture of smell to a seven-stage method, case studies and a working canvas for starting a project.
- 7 design stages
- Case studies and a working canvas
- Italian. English edition in preparation
02 / PROJECTS
Five settings. A focus on identity.
Institutions, hospitality and design. Selected work by Ephèmera Firenze.
03 / SCENT IDENTITY DESIGN
Every project begins with listening.
An institution’s history, a hotel’s way of welcoming guests, the materials in a showroom. These are things to understand before discussing a fragrance. Seven stages guide the work through to its applications and their review over time.
Listening
Understanding identityAttunement
Recognising the codesVision
Setting a directionCreation
Developing the fragranceMaterialisation
Finding a presenceActivation
Becoming an experienceResonance
Listening over timePerhaps identity needs to be sensed before it is told or designed.
Scent Identity Design, Author’s preface, p. 19. Translated from Italian.
04 / INSIGHTS
Notes on olfactory identity
IDENTITY
What makes a scent part of an identity?
Recognition grows from the relationship between a fragrance, a story and the places where people encounter it.
Read the articleMETHOD
Listening, before fragrance.
The first decisions in an olfactory project concern the questions to ask and the people to involve.
Read the articleDESIGN
Olfactory branding and ambient scent: where a project begins.
A clear purpose helps identify appropriate tools, applications and ways to evaluate the work.
Read the articleNotebook
Places, encounters, thoughts.
Profumo di Network. Scent as a way to connect
Before the Wellbeing Happiness Forum, I wrote here that I would return with photographs and reflections on what the experience had left us with. Today I would begin with one particular moment: when we were supposed to bring the activity to a close, but people still wanted to talk.
Read the story
Scent as part of the encounter. Looking ahead to the Wellbeing Happiness Forum
On 21 and 22 October, I will be speaking at the Wellbeing Happiness Forum 2026 at Fiera Milano Rho. With Ephèmera Firenze, we will also create the olfactory welcome, with a scent specially designed for the event, and lead two olfactory gaming sessions: the first during the welcome night on 20 October, reserved for speakers and exhibitors, and the second at the close of the Forum.
Read the story
A different perspective. Notes from Provence
I travelled with my family to Arles and Saint-Rémy-de-Provence to visit the places where Vincent van Gogh lived. The experience made a strong impression on me. Even after returning home, I found myself thinking about the journey and the questions it had left me with.
Read the storyA book, a conversation, a project.
For book presentations, talks or a conversation about olfactory identity.