FLUIDOUNCE

nu_be is the first fragrance collection by Fluidounce, a new perfume house located in Parma. The project avails itself of an original and captivating interpretation by master perfumers Caron, Lie, Fischer and Bonneville, who composed elements/fragrances inspired by the origin of the cosmos.

Fluidounce produces artistic fragrances through a hub. This connects people and their creative routes, bringing an olfactory countenance to their trajectory. The perfumes of Fluidounce are a mindful means to activate memories and relationships; a provocation to action and reflection, true to intrepid lines of personal expression.

Alberto Borri
Alberto Borri is Fluid Ounce’s founder. He cultivates a deep olfactive culture and an intimate love for scents, thanks to its strong family tradition. His grandfather was the creator of Morris Profumi.

Alberto has decided to found his own perfume company as an independent brand, in order to undertake a personal way of research and experimentation. In his opinion, this aspect is right what bridges today artistic praxis with the original attitude of the traditional perfumery.

His background made him aware of how important experience is, but also of the need to look at his own professional world with completely fresh eyes, almost pretending to forget its rules, whenever you want to discover unusual pathways.