The Beautiful Work of an Alchemy of Scent

Paolo Vranjes, who studied pharmacy, founded "Dr. Vranjes" as a perfumer in 1983. While pharmacy and fragrance might seem unrelated, his background includes growing up surrounded by perfumes brought back by his grandfather, a silk merchant who traveled the world. He blends numerous high-quality essential oils (natural fragrances), and a hint of oriental mood can sometimes be felt in the depth of the layered scents. How are these complex Dr. Vranjes fragrances born?

—Why do you insist on high-quality essential oils?

Whether one chooses synthetic or natural fragrances is a personal choice, but I am committed to natural ingredients. This is because, from an aromatherapy perspective, natural fragrances possess benefits that synthetic ones do not. For example, lavender has a relaxing effect, and thyme is good for purifying the air in the bedroom. Citrus, which evokes sun and light, and spices that bring energy and enhance concentration are suited for the living room. Thus, not only the quality of the scent but also the benefits unique to natural materials are important. I keep "Oud Nobile," a room fragrance celebrating my brand's 30th anniversary, in my study. It expresses the emotion I felt when I was invited to the Middle East and experienced the traditional hospitality of burning incense by igniting wood chips. Its meditative qualities make it perfect for a study.

—How do you construct a fragrance, and how long does it take to complete?

I recreate the scent image I envision in my mind. Some fragrance ingredients are strong, while others are weak, so it's not about specific percentages. I consider the intensity of each scent to find the optimal balance that allows them to enhance each other and create form. The lab always has about 2,000 types of essential oils, and I repeatedly blend them until I can reproduce the image. Depending on the product, it can take up to three years for some, with an average of about one year. "Dr. Vranjes for Maserati" was completed in about ten to eleven months.

—What is the deciding factor for "completion"?

Through repeated blending, there comes a moment when my heart is moved, and I think, "This is it." I confirm it through that emotional response. Does it sound difficult? Not at all. For me, it is a beautiful endeavor. Over the past 30 years, I have continuously pursued new challenges, such as linen sprays, lamps, and car perfumes, but what has remained constant is the pursuit of high quality and an unwillingness to compromise. If you approach something with passion, nothing is difficult.

Page 2The Overwhelming Presence: What is the Scent of Maserati?

—What is the image of "Dr. Vranjes for Maserati"?

A powerful engine, fast and strong performance, yet elegant. I have condensed that image of Maserati into this bottle. It's often perceived as a car that men aspire to, but in recent years, the number of female owners has been increasing. I wanted to express the duality of Maserati, embodying both strength and elegance, masculinity and femininity.

—What kind of scent is it?

The top note, which you perceive first, is refreshing, with notes of orange, basil, and cypress. It evokes the exhilarating speed of Maserati. The middle note, the most crucial in constructing the fragrance, represents Maserati's duality. Based on the scent of Litsea Cubeba, a citrus fruit native to Vietnam, geranium and lavender harmonize it. Litsea Cubeba has a developing aroma; it transforms from a warm, sweet citrus scent to the aroma of wood over time, rather than the fruit itself. The base note, which supports the middle note and allows its expression to change, is inspired by the interior of a Maserati. The foundation is the scent of leather, followed by the aroma of briar root and sandalwood. The key element, green musk, expresses a crisp, airy quality.

—With new fragrances being added, the collection continues to expand. How should one choose a room fragrance?

We offer a diverse range of scents because individual perceptions and emotions differ. Our 35 fragrances are broadly categorized into four groups, and we first narrow down the customer's preferred category. Then, we ask detailed questions about where they intend to place it and what kind of environment they wish to create, before making a recommendation. Dr. Vranjes products are not inexpensive, nor are they readily available everywhere. It is crucial for the seller to accurately understand the product's quality and characteristics and to convey them properly to the customer. Although I have terminated contracts with hundreds of business partners due to a lack of understanding, looking back at our recent growth, I believe it was the right decision.

—What defines the quality of "Dr. Vranjes"?

We have confidence in our products. Not only is the quality of the essential oils we use exceptional, but we also handle everything from planning to production in-house, crafting each item meticulously by hand. The bottles and boxes that house the fragrances are commissioned from Florentine artisans, who bring our vision to life. Our products are akin to beloved children. Enjoying high quality is not merely about the luxury of paying a high price and acquiring something substantial. It is about the importance of surrounding oneself with well-crafted, high-quality items. Guaranteeing high quality is our pride and our confidence.

Dr. Vranjes for Maserati
Release Date: July 7 (Tuesday)
Price: ¥23,760 (500mL), ¥110,160 (2.5L)
The silver label on the Maserati blue glass bottle features the Maserati logo, the Trident crest. The metal cap with the logo used for the large 2.5L size is made from parts actually used in cars, showcasing a high level of design perfection. Available at Dr. Vranjes directly managed stores and online shop, and authorized Maserati dealerships.



Paolo Vranjes
Born in Bologna, Italy. Influenced by his grandfather, he developed an interest in fragrances from a young age and majored in chemistry and pharmaceutical sciences at the University of Bologna. After graduating, he became an independent pharmacist and established the brand "Dr. Vranjes," specializing in room fragrances, in 1983. He opened his first directly managed store in Florence in 1999. He subsequently opened stores in Milan and Rome, and the brand is now available in 50 countries worldwide, including Harrods in the UK. In November 2011, he opened his first overseas directly managed store in Daikanyama, Tokyo.

Dr. Vranjes Japan
Tokō White Building 4F, 2-11-9 Ebisu Nishi, Shibuya-ku, Tokyo
Tel. 03-6427-0350
http://drvranjes.jp

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