With the historic Pot Pourri fragrance, the Florentine brand guides visitors on a sensory journey into the heart of Italian beauty and culture.a

On the occasion of Expo 2025 in Osaka, Officina Profumo-Farmaceutica di Santa Maria Novella brings its historic Pot Pourri essence into the theater at the heart of the Italy Pavilion, transforming the space into an environment steeped in memory, elegance, and authenticity.

The vocation for beauty and authenticity is reflected in its participation in Expo 2025 in Osaka, scheduled from April 13 to October 13, 2025, where Italy will be represented by a pavilion that pays tribute to the ingenuity and creativity of our country. The Italy Pavilion reinterprets the image of the Renaissance Ideal City through a contemporary lens, symbolizing the harmony between human beings and the landscape. With the theme Art Regenerates Life, the project tells the story of a dynamic, sensitive, and forward-looking Italy, where art, beauty, and sustainability become tools for renewal and innovation. The Pavilion has received extraordinary success and public acclaim, ranking first in many satisfaction surveys and drawing long lines of visitors queuing up from early in the morning. At the heart of the project is a wooden, immersive, and multisensory theater that stages sound, movement, and color—and becomes an olfactory stage thanks to Pot Pourri. This symbolic and sensory choice envelops visitors in an atmosphere that evokes Italian history, culture, and elegance through a universal language: fragrance.

“Already present and highly appreciated in Japan and the Asian market, Officina ProfumoFarmaceutica di Santa Maria Novella preserves and passes on a unique history that began over 800 years ago in Florence and is deeply intertwined with Italian history and culture. We are proud to take part in Expo 2025 within the Italy Pavilion, a wonderful space dedicated to art, beauty, and sustainability — qualities that make our country renowned and loved throughout the world," said Giampiero Pesenti, General Director of Officina Profumo-Farmaceutica di Santa Maria Novella.