# I Profumi di D'Annunzio ## Facts | | | |---|---| | Founded | 2017 | | Origin | Italy | | Headquarters | Venice (Mavive S.p.A., Dese, Venezia) | | Owner | Mavive S.p.A. | | Status | Dormant | | Website | https://www.mavive.com/en/ | I Profumi di D'Annunzio is an Italian niche fragrance line created by the Venetian perfume company Mavive S.p.A. as a tribute to the poet Gabriele D'Annunzio (1863–1938). Mavive decided to launch the line in 2017 [6]. Its central scent revives Aqua Nuntia, a perfume D'Annunzio had designed himself but never brought to market. The line is dormant. Its last documented public activity was a museum exhibition on D'Annunzio and perfume that closed in January 2019, and the brand has shown no visible activity since. ## Origin & founders The project grew out of D'Annunzio's own relationship with scent. According to Mavive, the poet had created a perfume of his own, Aqua Nuntia, from a formula he found in an old recipe book. He had planned every detail, down to the design and colour of the bottle, but the perfume was never sold because the Bologna company due to produce it went bankrupt [6]. Mavive says it recovered the original concept, composed the top notes that were missing and kept the original heart notes. Before developing the fragrances, the company worked through D'Annunzio's writings with Paola Goretti, a historian who studies the poet. No individual founder of the line is named; it was developed in-house by Mavive. ## History & milestones The line took shape over a few months in late 2017 and 2018. In October 2017 the Vidal family, which runs Mavive, announced patronage under Italy's Art Bonus scheme for an exhibition on D'Annunzio's perfumes at the Vittoriale degli Italiani in Gardone Riviera. Local coverage at the time presented the fragrances as "Odorarius Mirabilis" [7], and a University of Padua case note uses the combined name "Odorarius Mirabilis – I Profumi di D'Annunzio" [3]. In December 2017 the Italian daily la Repubblica covered the launch in its business supplement, describing the line as another niche brand with a strong cultural character [6]. In the same article Marco Vidal, then Mavive's commercial director, said three further fragrances would be presented in 2018. No release of those additional scents has been documented. The exhibition, "D'Annunzio and the Art of Perfume. Odorarius Mirabilis", was held in the Secret D'Annunzio Museum at the Vittoriale. Coverage written in late 2017 announced an opening in March 2018 [7]; the art magazine Finestre sull'Arte, reporting on the day it opened, gives 14 April 2018 as the opening date [5]. The show was curated by Paola Goretti, with an installation by Pier Luigi Pizzi, and ran until 27 January 2019. Finestre sull'Arte described it as the final stage of the project that produced the four fragrances. In June 2018 Goretti published an essay on D'Annunzio's culture of perfume in the magazine Meer, referring to the exhibition and Mavive's support [8]. ## Ownership I Profumi di D'Annunzio belongs to Mavive S.p.A., a perfume and cosmetics company headquartered in the Venice area. The Vidal family business behind it traces its roots to 1900, when Angelo Vidal opened a trading and production space on the ground floor of Palazzo Mocenigo in central Venice [10]. Sources differ on when Mavive itself was established: the company's heritage page gives 1986 [2], while the Venice civic museums foundation, a long-standing Mavive partner, gives 1987 [9]. Mavive's portfolio of fragrance brands includes Pino Silvestre, Monotheme, The Merchant of Venice, Alps and Spezieria di San Marco. Since 2013 the company has also supported a perfume museum in Palazzo Mocenigo together with the Fondazione Musei Civici di Venezia. Marco Vidal now serves as Mavive's chief executive. ## Philosophy & positioning Mavive framed the line as a cultural project rather than a stand-alone product, linking perfume with literature and art. Vidal described perfume as more a question of culture than of marketing. The fragrances were tied to an exhibition and to scholarly work on the poet, and the line was presented in the press as niche perfumery. ## Products & innovation The line launched with four fragrances. The lead scent is spelled in classical Latin style as Aqva Nvntia in the University of Padua note [3], while press coverage writes it as Aqua Nuntia or Aqua Nunzia [5]; all refer to the same product. According to Mavive, it draws on the great themes of antiquity. The three companion scents were each given a distinct theme: - **Ermione** – described by the company as a plunge into the spirituality of nature. - **Divina Musa** – dedicated to the Italian actress Eleonora Duse. - **Il Piacere** – presented as a hymn to sensuality. No hero ingredients, certifications or proprietary technologies are documented for the line. ## Current status I Profumi di D'Annunzio is dormant. All brand-specific coverage dates from October 2017 to June 2018, and the last visible event is the close of the Vittoriale exhibition on 27 January 2019 [5]. Mavive's current website does not list the line among its brands, and its heritage timeline does not mention it. No source reports that the line has been formally discontinued, so whether the fragrances remain on sale in any form is unknown. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2017 | Mavive decides to launch a fragrance line inspired by Gabriele D'Annunzio, positioned as a niche brand (quote: 'Sempre nel 2017 Mavive ha deciso di lanciare un’altra linea di profumi ispirata a Gabriele d’Annunzio'). | https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ | | 2017 | 24 Oct 2017: Art Bonus patronage by the Vidal family announced for a Vittoriale degli Italiani exhibition on D'Annunzio's perfumes; the line is presented as 'Odorarius Mirabilis'. | https://www.gardapost.it/2017/10/24/dannunzio-larte-del-profumo-odorarius-mirabilis/ | | 2017 | Dec 2017: Marco Vidal announces three new fragrances for 2018 (quote: 'Nel 2018 presenteremo tre nuove fragranze'). Not confirmed by any other fetched source. | https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ | | 2018 | Exhibition 'D'Annunzio and the Art of Perfume. Odorarius Mirabilis' at the Secret D'Annunzio Museum, Vittoriale degli Italiani (Gardone Riviera), 14 Apr 2018 - 27 Jan 2019, supported by Mavive; curated by Paola Goretti, installation by Pier Luigi Pizzi. Described as the last stage of the project that produced the four fragrances. | https://www.finestresullarte.info/en/exhibitions/odorarius-mirabilis-d-annunzio-s-perfumes-on-display-at-vittoriale-degli-italiani | ## Signature products {#belagg-products} - **Aqva Nvntia (also spelled Aqua Nuntia / Aqua Nunzia)** — accanto a Aqua Nuntia, che si ispira ai grandi temi dell’antichità — https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ - **Ermione** — Ermione un tuffo nella spiritualità della natura — https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ - **Divina Musa** — poi Divina Musa dedicato alla grande Eleonora Duse — https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ - **Il Piacere** — infine Il Piacere, un inno alla sensualità — https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ ## Mentioned in {#belagg-press} - **la Repubblica (Affari & Finanza)** (2017) — Article 'I profumi di D’Annunzio l’ultima sfida di Mavive' (Bettina Bush, 11 Dec 2017): launch of the line, Aqua Nuntia backstory, four fragrances, plans for 2018. — https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ - **Gardapost** (2017) — Local news (24 Oct 2017) on the Vidal family's Art Bonus patronage of the Vittoriale perfume exhibition; photo caption names the line 'Odorarius Mirabilis'. — https://www.gardapost.it/2017/10/24/dannunzio-larte-del-profumo-odorarius-mirabilis/ - **Finestre sull'Arte** (2018) — Exhibition notice (14 Apr 2018) listing the four fragrances and quoting Marco Vidal. — https://www.finestresullarte.info/en/exhibitions/odorarius-mirabilis-d-annunzio-s-perfumes-on-display-at-vittoriale-degli-italiani - **Meer (Italian edition)** (2018) — Essay 'Tu m'inambri' by curator Paola Goretti (29 Jun 2018) on D'Annunzio's perfume culture and the exhibition supported by Mavive SpA. — https://www.meer.com/it/39859-tu-minambri - **University of Padua, Dept. of Economics and Management** — Case note 'When Perfume and Culture meet: Odorarius Mirabilis - I profumi di D'Annunzio' (undated, written before the 2018 exhibition opened). — https://www.economia.unipd.it/en/read-more-1 ## Sources 2. (T1) https://www.mavive.com/en/content/6-heritage 3. (T4) https://www.economia.unipd.it/en/read-more-1 5. (T3) https://www.finestresullarte.info/en/exhibitions/odorarius-mirabilis-d-annunzio-s-perfumes-on-display-at-vittoriale-degli-italiani 6. (T3) https://www.repubblica.it/economia/affari-e-finanza/2017/12/11/news/i_profumi_di_dannunzio_lultima_sfida_di_mavive-183742882/ 7. (T4) https://www.gardapost.it/2017/10/24/dannunzio-larte-del-profumo-odorarius-mirabilis/ 8. (T4) https://www.meer.com/it/39859-tu-minambri 9. (T4) https://www.visitmuve.it/en/fondazione/support/partnership/fashion-perfumes-mavive/ 10. (T3) https://www.ilnordest.it/economia/imprese/mavive-profumi-nuova-sede-venezia-rfsjdtek --- Glowpedia · · Published 2026-10-13 Please cite with a link to the article URL.