Pathétique

Production Year 2014

Continuous production

CONCEPT:
An art project in which the perfume is part of an art performance through which Angelo Orazio Pregoni makes fun of inner workings, languages and codes of artistic perfumery and of the luxury world, elevating all this in a unique olfactory experience.

NAMING:
Pathétique is the opinion of Angelo Orazio Pregoni for artistic perfumery, with its meaningless self-referential and laughable marketing languages. Whatever it can be also understood as “Path Etique”, that mixes English and French to say “Ethical Path”. This is the first example of reverse naming: meanwhile other perfumes hide their banality behind pretentious names and brands, instead Pathétique is such an olfactory masterpiece that it has an anti-marketing naming without any fear, and it sincerely and ethically declares the way to follow.

SYMBOL:
A yellow “T”.

PACK:
Black bakelite and clear glass, hand finished. The cap has the shape of a sphere, like a clown nose, and it symbolizes making fun of artistic perfumery.

AD:
Angelo Orazio Pregoni faces the camera showing himself as he is, simply and directly, without tricks or gimmicks, but at his back we can see his alter ego Gian Clod, the fictional Nose that “created” Pathétique.

MEDIA:
Pathétique immediately was a big success on social media, thanks to Pregoni’s performances in which he acts all the characters of Patecchia family, an unreal, eccentric Luxury business dynasty that in fiction created and launched Pathétique. Pathétique hit the mark, surprising and dividing media and fans in those who loved the scathing parody and those who shouted to treason.

AS:
Ironic, rebel, true, many-sided.

A path that leads us to the roots of the word “pathétique”: “pathos” is “passion”, but also suffering, something of worldly, material, mortal, not spiritual or transcendental. That’s why Pathétique creates a tie with the ground by black truffle, but turning towards the sweet pleasantness of coconut, the bitter freshness of bergamot and vetiver, the sensuality of mimosa and other more.

CLOUD:
Ground, soil, parody, clown, truffle, marketing, art, performance, comedian, blackberry, goat, Zurlì, paradox, masterpiece, visceral, ethic, pathetic , Fontanigorda, perfumery, jester, joker, social, Facebook, viral, honesty.