BLOOD CONCEPT, was created in 2010 by Antonio Zuddas and Giovanni Castelli, both from Milan. Now licensed to Intertrade Group and thanks to the expertise of their master perfumers and the guidance of Celso Fadelli, new olfactive stories are being presented. This is not the only element to change; working with Agenzia del Contemporaneo, they have also transformed the project aesthetically. Each flacon has become an object of strong visual impact: a cube-shaped casket box holds an elegant semi-transparent black glass cylinder capped with an oversized matt black stopper and a palette of colours chosen for the silk-screen printed detail. The concept remains faithful to the original idea: to interpret the “blood” varieties according to the infinite shades of human identity and its experiences. Starting from a sophisticated rock mood, the new range consists of ten fragrances divided into three collections that are differentiated according to colour: carmine red for THE RED SERIES, anthracite grey for THE BLACK SERIES, ultramarine blue for THE UPSIDE DOWN SERIES. The names of the perfumes are still associated with the blood groups and include subtitles that identify their mood, olfactory strength and identity, developing a world of sensorial impressions, stimulated by small inspirational touches. Blood Concept’s new identity is presented in a short movie directed by photographer Paolo Santambrogio. The perfume, as main character, adornes the skin like a powerful scent of love and leaves an unforgettable memory.