Profumoir, Florence’s newest must-see luxury concept

One of the new concepts that is attracting a lot of attention in Florence is the Profumoir, which combines olfactory invention, incense ritual and exciting hospitality all in a very elegant way.

It is anchored by two historic buildings in San Nicolo, an east-central neighborhood along the Arno River favored by local Florentine artists and creatives.

Its key idea is a fragrance atelier where clients can experiment and create their own very personal scents. Beautifully decorated space located on the ground floor under a vaulted roof. At its heart is a master perfumer who sits inside a custom-built olfactory organ. It takes visitors on an olfactory tour, blending 200 different essences to create bespoke scents. Developed in a one-hour session with visiting customers, customers take home a 100ml flacon of their own scent.

This space is the brainchild of Daniele Cavalli, son of the late Roberto. A Florentine who decided to reinvent luxury in his own way. All of this is based on the idea of ​​Sileno Ceroni, the insider fragrance house in which Daniele acquired a majority stake three years ago.

The walls of the Profumoir are lined with a wealth of precious flacon ingredients: neroli, musk, jasmine and oud. A beautiful marble-inlaid table worthy of a Renaissance apothecary features a delicate glass decanter with a narrow spout filled with colorful essences. In addition to a line of seven essences, collectively named “ORIGINE,” you’ll find a selection of exotic incense and noble brass burners nearby.

Across the cobbled street, Profumoire has also opened some rather magnificent apartments. This two-bedroom ground floor apartment is decorated with Tuscan antiques and illuminated by Florentine chandeliers. There is also a Moorish-style smoking room, perfect for incense ceremonies. Outside, there is a unique garden with blooming plants used for fragrance, as well as an extraction room where you can discover the secrets of perfume making. When we finished our tour, a couple was just about to arrive for the weekend.

All in all, Profumoir is a hotel that combines alchemical artistry and bespoke hospitality in the coolest new corner of the Renaissance capital.