GUESS Unveils Immersive “ICONIC” Installation at Milan Design Week

GUESS kicked off Milan Design Week in style with the unveiling of its immersive “ICONIC” installation, a captivating sensory experience created to celebrate the launch of the brand’s latest women’s fragrance. Held on April 16th at the evocative Fondazione Pini in Corso Garibaldi 2, the exclusive cocktail party drew a crowd of influencers, brand enthusiasts, and guests, all eager to delve into the world of ICONIC.


Stepping into the Fondazione Pini, guests were transported into a realm of captivating sights, sounds, and scents, carefully curated to evoke the essence of the ICONIC fragrance. A vibrant floral tunnel at the entrance served as a prelude to the main exhibition, enticing visitors with its lively colors and delicate aromas.
The heart of the installation was a mesmerizing portal shaped like the ICONIC perfume bottle, leading guests into an enthralling journey through the fragrance’s olfactory pyramid.

Complementing the captivating aromas were a stunning array of GUESS HOME accessories, candles, fragrances, and diffusers, each piece adding a touch of elegance and refinement to the immersive experience. The installation culminated in a room inspired by the distinctive elements of the latest fragrance, where guests could fully appreciate the fragrance’s captivating allure.

Special Guests

Adding to the glamour of the evening were special guests Liza Makhu, model and face of the GUESS ICONIC campaign, and Cecilia Rodriguez, showgirl and model, who looked stunning in her black GUESS suit with white mini polka dots. The duo warmly welcomed and entertained the guests, creating a lively and engaging atmosphere.
The event was attended by numerous influencers, friends of the brand, and guests, and the DJ set by Giulio Domi contributed to creating a vibrant and engaging atmosphere.


The Star of the Evening

At the heart of the “ICONIC” installation was the fragrance itself, a captivating blend of strength and elegance. The seductive floral allure of ICONIC opens with enchanting notes of pink pepper and mandarin, evolving into a heart of orange blossom, ylang-ylang, and geranium. Warm accents of amber, musk, globalide, and ambrox add an irresistible touch of sensuality to the composition.



The installation was open to the public until April 21, offering everyone the opportunity to immerse themselves in this extraordinary sensory experience.