dsm-firmenich scents the Swiss and Dutch Pavilions at Expo 2025 in Osaka
Presenting bespoke fragrances by Master Perfumer Wessel-Jan Kos and Perfumer Coralie Spicher
KAISERAUGST, Switzerland and MAASTRICHT, Netherlands, March 17, 2025 /PRNewswire/ -- dsm-firmenich, innovators in nutrition, health, and beauty, has created unique fragrances for the Swiss and Dutch Pavilions at Expo 2025 Osaka, Kansai, Japan. Running from April 13 to October 13, the World Expo will bring together people and innovations from around the world, in an effort to address issues we face on a global scale. This year's theme, "Designing a Future Society for Our Lives", builds on the concept of providing a laboratory where new technologies and products will be born for a future society. As a company that takes pride in both its Swiss and Dutch roots, dsm-firmenich values this opportunity to lend the creativity of its talented perfumers for this landmark global event. With Expo 2025 taking place in the Asia Pacific region, it is also an opportunity for dsm-firmenich to show its commitment to its Asian customers and consumers.
The Swiss Pavilion will take visitors on an immersive and interactive journey through different spheres that showcase collaborative innovation. Entitled "From Heidi to High-Tech", the narrative will reflect Switzerland's evolution from its iconic Alpine heritage to a globally recognized hub of technology and innovation. This year, dsm-firmenich will infuse several areas of the pavilion with exclusive, custom-made scents inspired by, not only the rich Swiss landscape, but also by its vision of the future. Through scent diffusers in each sphere, visitors will be able to smell fragrances inspired by the thematic of each space, such as Lake of Visions and The Magic Lies in You.
Born in Geneva, Perfumer Coralie Spicher was the perfect candidate to create these fragrances, given her Swiss heritage. "Switzerland, my childhood country, has always been my olfactive playground and has given me my deepest olfactive memories," shares Coralie. "I grew up between the mountains and the lakes, feeling the duality of the pure air, contrasted with the warmth and comforting smells of the soil, woods, rocks and flowers. There is something that moves me, and I wanted to transcribe this raw aspect of purity in these fragrances. It is really a great honor to represent my beloved Switzerland and share it with the world in Osaka."
For her three fragrance creations, Coralie used one of the star ingredients in the dsm-firmenich palette, Helvetolide®, the first ever alicyclic musk, discovered and patented in 1991. "I wanted to use this as a base for all the fragrances, so that there can be a harmony of richness and warmth," she says. "Its volatility adds presence to a fragrance and its aura is felt from top to bottom." Aside from Helvetolide®, Coralie also used ingredients that promote dsm-firmenich's commitment to sustainability, such as Dreamwood® made from biotechnology and Cardamom Guatemala SFE made from upcycled cardamom pods.
At the Dutch Pavilion, a man-made sun symbolizes limitless energy from renewable sources. It is a fully-circular pavilion that envisions a "new dawn" in the energy transition – an idea captured by dsm-firmenich's Master Perfumer Wessel-Jan Kos. dsm-firmenich has a long-standing history in the Netherlands. Perfumery Maison Neuve (PMN) is connected to a part of this history through its founders, who also established the first factory in the Delft area, now transformed by dsm-firmenich into an innovation ecosystem, Biotech Campus Delft. Today, they join forces on the development of the Dutch Pavilion's exclusive fragrance for Expo 2025, in the original Delft porcelain blue bottles, and with Wessel-Jan creating the fragrance inside.
"The fragrance is called New Dawn, and I built it around a refined blend of white and green tea, supported by a floral accord of jasmine, magnolia and orris, and resting on a smooth foundation of musk and amber," shares Wessel-Jan. "I was inspired by the first Dutch traders who were allowed to enter Japan centuries ago. It was a very isolated country back then, and I wondered how that must have been – the different culture, language, and rituals. I wondered what they would trade, and this made me think of tea, the main theme of the New Dawn fragrance." Only 150 bottles of this limited-edition fragrance will be available during the expo.
About dsm-firmenich
As innovators in nutrition, health, and beauty, dsm-firmenich reinvents, manufactures, and combines vital nutrients, flavors, and fragrances for the world's growing population to thrive. With our comprehensive range of solutions, with natural and renewable ingredients and renowned science and technology capabilities, we work to create what is essential for life, desirable for consumers, and more sustainable for the planet. dsm-firmenich is a Swiss company with dual headquarters in Kaiseraugst, Switzerland and Maastricht, Netherlands, listed on the Euronext Amsterdam, with operations in almost 60 countries and revenues of more than €12 billion. With a diverse, worldwide team of nearly 30,000 employees, we bring progress to life every day, everywhere, for billions of people. www.dsm-firmenich.com
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SOURCE dsm-firmenich
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