Firmenich, a privately-owned perfume and taste company, is opening its third Fine Fragrance Atelier in Grasse, France. Villa Botanica will showcase high-quality natural ingredients and innovations, offering customers and creators an opportunity to collaborate, co-create and share perfumery culture, creativity and inspiration.
 
“We are delighted to open a truly unique facility in the UNESCO World Heritage site of Grasse, further strengthening our leadership in naturals and sustainability,” CEO Gilbert Ghostine said. “In an intimate and safe setting, we will offer our customers privileged access to our exceptional natural materials from Grasse and around the world and collaborate together to develop winning fragrances for today’s conscious consumers and tomorrow’s trend setters.”
  
Villa Botanica, on the hill of Peyloubet above Grasse, is a 40,000-square-meter site, complete with gardens, creation workshop, reception area and views of the mountains and sea. The Mediterranean bastide will feature gardens covered with the essences of Provence and greenhouses planted with natural ingredients from around the world.
  
President, perfumery & ingredients Armand de Villoutreys said, “Villa Botanica will allow us to uniquely share our knowledge and expertise in Fine Fragrance with our customers, demonstrating our passion for the highest-quality natural ingredients and inspiring the beloved fragrances that touch the lives of consumers every day.”
 
Villa Botanica will formally open in Spring 2021. It is Firmenich’s third Fine Fragrance Atelier, after Sao Paulo in August 2019 and Shanghai in September 2019.