GUESS RETURNS TO MILAN DESIGN WEEK WITH A NEW MULTISENSORY EXPERIENCE
During Milan Design Week and the globally renowned Salone del Mobile, GUESS introduces its latest men’s fragrance, GUESS ICONIC for Men. Held at the prestigious Spazio Bergognone 26 space in Zona Tortona, this immersive and dynamic launch captures the essence of the modern traveler in an exclusive exhibition space divided into three experiential zones, each reflecting a distinct phase of an ideal journey and the different notes of the fragrance.
A Multisensory Experience in the Heart of Milan
From April 8 to 13, visitors will step into a world of luxury and adventure inspired by the ever-enduring allure of the Orient Express, where scent, time, and style harmoniously merge together, unfolding in three refined and immersive thematic settings:
GUESS Express – A fully immersive train-inspired space with a ticket office, where guests engage in an olfactory voyage into the top notes of GUESS Iconic Man, surrounded by a sensorial projection of mesmerizing travel landscapes. Against this evocative backdrop, an elegant GUESS Watches showcase reinforces the concept of time as a key element of every journey.
GUESS Grand Hotel – A sophisticated lobby-style setting, featuring an iconic display of GUESS Luggage and accessories, where retro-inspired concierges demonstrate the products to visitors. Meanwhile, three custom-designed elevator installations diffuse the mid notes of the fragrance, enhancing the ambiance with an air of refined elegance.
GUESS Garden – As the final stage in the journey, visitors enter an Italian-style Eden Garden, surrounded by lush greenery and vibrant vegetation. Here, the fragrance’s key plants and base notes are thoughtfully integrated into the ambience, creating a captivating and immersive sensory experience. A Gc Watches showcase – with iconic timepieces of premium quality and style – stands against the elegant garden setting, completing the ICONIC for Men mood and aesthetic.
Paul Marciano, Chief Creative Officer of GUESS, highlights the significance of this launch and its connection to the brand’s identity: “With GUESS ICONIC for Men, we want to capture the essence of modern masculinity: confidence, freedom, adventure, and magnetism. Milan Design Week is the perfect stage to debut this fragrance, immersing our guests in a world where scent, nostalgia, fashion, luxury, and design come together. Spazio Bergognone provides an extraordinary setting to bring this vision to life, offering an engaging and immersive journey through the notes of the fragrance while perfectly showcasing our vision of the GUESS man.”
A Bold and Timeless Fragrance
GUESS ICONIC for Men embodies the essence of modern masculinity, sophistication, daring, and effortless charisma. Opening with a dynamic burst of bright mandarin and spicy Sichuan and black pepper aromatics, the fragrance leads into an alluring and sensual heart of clary sage, mate, and geranium that demands attention. As it settles, earthy base notes of vetiver, warm labdanum, and a masculine suede accord create a lingering impression, capturing the adventurous and confident spirit of the GUESS man.
With its sleek, architectural lines and commanding presence, the bottle’s deep, masculine tones, refined leather and metallic G logo accents, and sophisticated packaging evoke strength, confidence and timeless elegance, making it a statement piece that seamlessly blends with the GUESS fashion and lifestyle offering.
Commenting on its creation, Perfumers Claude Dir and Gino Percontino of Mane stated: “For us, the fragrance really encapsulates the spirit of freedom, attraction, and confidence. We wanted the wearer to feel empowered to be bold and daring.”
The Face of the Campaign
Internationally acclaimed singer Matteo Bocelli, son of legendary tenor Andrea Bocelli, brings his signature charisma, elegance, and distinct masculine energy to the launch and ADV campaign – immortalized by Vicoolya & Saida – perfectly embodying the spirit of the ICONIC TRAVELLER concept.
The launch event extends beyond the exhibition, creating a strong connection between the immersive experience and GUESS retail locations. Visitors will also receive a custom canvas tote bag along with an Experience Ticket, inviting them to visit participating GUESS stores in Milan—including Piazza San Babila, Via Dante, Corso Buenos Aires, Via Torino, and Stazione Centrale—to collect an exclusive free gift.
With GUESS ICONIC for Men, the brand once again reaffirms its position as a forward-thinking fragrance, fashion, and lifestyle brand, capturing the spirit of freedom and adventure that defines the modern man.