Soak Up London's Sensory Experiences This Summer

Forbes

21-05-2025

The heart of London's Soho may not be the first place you'd expect to find an immersive perfumery. But, tucked away on Smiths' Court, off Brewer Street, you can find a unique olfactory experience like no other. Amid an enclave of small artisan shops is Massimiliano Torti—a secret perfumery that only aficionados know about.
The pefumery, Torti, is a hidden gem at 57 Brewer Street.
(Credit: Torti)
It may be under the radar in the UK but, by contrast, Massimiliano Torti has a cult following in Italy. Born in Florence in 1975, the heritage perfumery brand has chosen London for its first bricks-and-mortar store. Founded by its namesake, Massimiliano Torti, an acclaimed Italian perfumer and visionary, the brand is renowned for its innovative take on perfume creation, blending ancient tradition with modern innovation.
'For over 30 years, Torti has crafted a high-end collection of perfumes, oils, and body care products that work on a personalised, layering technique,' says Torti. 'Our philosophy is grounded in the belief that fragrance should be personal and transformative, with the brand offering an olfactory experience as unique as the individual wearing it. Our concept of 'olfactory stratification' is a technique that encourages the layering of different scents across various parts of the body—creating a rich, multi-dimensional fragrance experience. This method allows wearers to build a signature scent that tells their personal story, enhancing their mood and lifestyle.'
Massimiliano Torti in his Umbrian workshop.
(Credit: Torti)
Enter the claret-coloured boutique, and you can learn exactly what Torti means, by embarking on a workshop led by Torti's protégé and 'nose', Nina Simona Briazu. Once you step into the boutique space, you are faced with a wall of bottles—a modern perfume library. The Bianca collection, in minimalist, white bottles, is designed for everyday use: 'To turn your daily routine into a poetic experience', says Nina. Labels have enigmatic names, such as 'CandiFrutt'; 'Boogie'; 'Tender Milk' and 'Fairytale'. Each one seems more enticing than the last.
The Bianca Collection have subtle qualities, capturing the essence of endless skies.
(Credit: Torti)
The ethereal 'Tiglio Blu 01' has notes of cashmere, tulip and lime blossom. It a sunshine-infused fragrance that develops to let warm, creamy cashmere notes open up. Subtle tulip floral notes designate early spring, and waft over the skin to create a soft and elegant scent.
The golden-hued, Amber Collection, meanwhile, is made up of more intense scents, such as 'Dark Chocolate Patchouly', 'Poudre Iris' and 'Zafferano Tonka'; while the Raw Collection, including 'Blackened Oud' and 'Frangipani Bloom', contains the most powerful and sophisticated scents. Finally, The Skin Collection is made up of a line of luxurious body creams and oils—in another 200 scent options, such as 'White Powder' and 'Moroccan Mint', all designed to be layered to work alongside your chosen perfume.
The Torti Soho store with its fragrance wall.
(Credit: Torti)
In total, there's over 300 fragrances and 200 body care products to choose from, so Nina's workshop is the best way to navigate the overwhelming choice. As she talks to each customer, she 'reads' what she thinks will resonate with the wearer, discussing their lifestyle, observing how they move and how they express themselves. After soaking up each person's 'aura', she starts picking out a selection of perfumes for them to sample.
Once you've narrowed it down to two or three, she'll press oils or spritz the chosen scents in the crook of your elbow or on the forearm, letting them settle before she allows you to select your final choice. It's a 'no no', she says, to spray scent on the neck, where your lymph nodes are ('especially commercial perfumes, which are full of toxins'). Instead, she advises to spray your perfume across your torso, over your décolleté and, finally, misted over your hair to allow it 'to deepen safely on the skin, and to rise throughout the day'. Each scent has a story, which Nina explains as bottles are picked off the shelves. She delves into the provenance and the craftwork behind each one and the sourcing of rare ingredients.
The Amber Collection is made up of deep and radiant scents.
(Credit: MARIONABELCHI.COM)
Many Torti fragrances focus on single-note essences, capturing the essence of raw materials in their most authentic form. Collaborating with experts from diverse fields, such as tea, chocolate, and essential oils, Torti works from his workshop and lab in Umbria, Italy, where he continues to craft every fragrance by hand.
'True luxury lies in exclusivity and individuality,' says Nina. 'We have purposely remained offline and have avoided mainstream marketing, to ensure that our fragrances are for those who truly appreciate the art of perfumery. Our goal is to teach individuals how to perfume themselves, to create their own rituals, and to discover scents that align with their essence. It's one reason why we have chosen London for our first store: it is a city that is open to new things, is rich in history and which celebrates heritage and craftsmenship. It is a place, outside of Italy, that aligns with our core values.'
Artisan traditions lie at the heart of the brand.
(Credit: Torti)
Exclusivity is key to the brand. Each fragrance is produced in limited quantities annually and each uses a high concentration of essential oils (30-40%—the highest amount allowed). Authenticity is another focus, with only the freshest and most vibrant materials selected from global harvests.
Nina's personalised fragrance experiences are, she says, 'not only to help customers choose a scent they love, but also to help them craft a bespoke, layered approach to perfumery, that will elevate their identity and connect them to their true selves. I want to create 'perfume awareness'—teaching people to own their scent identities,' she says. 'You will leave here with an scent wardrobe—a combination that uniquely belongs to you.'
Nina Simona Briazu, Torti's nose and fragrance expert.
(Credit: Torti)
Nina's background as a prior restaurant owner and also as a make-up artist (she's worked with the likes of Cindy Crawford), all helps in the skill of perfumery, she believes. 'In some ways, the art of perfume is just like Michelin-starred cookery,' she says, 'where a chef will source and use the finest ingredients to craft the most delicious plate. It's the same thing with the art of make-up, you need to be able to read a face, see what works and elevate a person. It is what I do now with some of the finest fragrances in the world.'
'In short,' she says, 'fragrance is an intimate experience that deserves to be understood and appreciated.'
The Jo Loves takeover at Pan Pacific is inspired by Lake Como.
(Credit: Jonathan Stewart Photographer / www.jonnyshoots.com)
Meanwhile, over in the City of London, there's another scent experience arriving for the summer. Taking place at five-star hotel, Pan Pacific London, is a unique summer collaboration with renowned fragrance brand, Jo Loves.
Giving a nod to the Italian dolce vita Pan Pacific London and Jo Loves have come together to bring the elegance of Lake Como to the heart of London. Marking the launch of With Love from Como, the new limited-edition fragrance by Jo Loves, the hotel's 18.5-metre infinity pool has been transformed into a serene, multisensory oasis. Inspired by the fragrance's vibrant notes of clementine and basil, the summer pop-up, available to hotel guests and wellbeing day-pass guests, will run until the end of September. Part of the experience, includes the hotel's Mindful Studio being transformed into a chic Lake Como Café. On offer are Limoncello, Clementine, or Peach mimosas and an Italian-inspired menu, featuring wild mushroom arancini and classic bruschetta.
The takeover includes a Café Como, offering Italian bites.
(Credit: Jonathan Stewart Photographer / www.jonnyshoots.com)
The state-of-the-art SENSORY Wellbeing Floor, meanwhile, has been decked out with pool floats and deck chairs, and will invite guests to cool off with a quick dip while enjoying city views, a nod to blissful afternoons on Lake Como.
As part of the summer takeover, the hotel will also host 'fragrance ciccheti' (the Italian version of tapas—except they are a fragrance version) on the last Wednesday of each month. In Café Como, guests will explore Jo Loves' new fragrance collection and will be able to create their own personal 'plate' of fragrances: bath cologne is gently warmed in a tagine, releasing a cloud of scented steam; while cleanser is shaken over ice, strained into a glass, then whipped to perfection; and a feather-light foamed lotion is artfully brushed onto the skin for a summer-fuelled sensory experience.
Herbologist Maya Thomas will collaborate with Forage Botanicals for a series of herbal talks this summer.
(Credit: Camilla Greenwell)
Finally, harnessing the fragrant power of herbs is a return of the partnership between hormone health brand Forage Botanicals and Chelsea Physic Garden. Following last year's sell-out lecture series, the second Women's Health & Herbs set of workshops sees medical herbalist and Forage Botanicals' founder, Natasha Richardson, collaborate with herbologist Maya Thomas to tackle key health topics with a holistic, whole-body approach.
Hear Forage Botanicals' founder, Natasha Richardson, at the Chelsea Physic Garden.
(Credit: siobhan calder)
The series explores the positive impact that herbs can have on our health, hormones and emotions, alongside the proven historical way that herbs have long shaped our wellbeing. Each talk has been designed to equip guests with practical herbal knowledge, empowering them to use herbs confidently in everyday life, whether in the kitchen, garden, in a recipe or making a simple remedy. Next up, taking place on 3 June (at 6.30-8pm) is Herbs & Blood Sugar; while on the 8 July (at 6.30-8pm), the theme is on Herbs & Antibiotics. It's a heady way to immerse youself into summer.