ERIK MINATI
Erik Minati is a boundary-pushing perfumer and art director whose sensibility lies at the intersection of audacity and elegance. As the creative mind behind New Notes, he conceives fragrance as a manifesto—a “subversive nuance” that deconstructs conventions and reimagines emotional resonance. Minati’s approach is fearless: he crafts scents as gestures, daring to juxtapose the luscious with the austere, the opulent with the minimal, always seeking to provoke and to enchant. His work is a celebration of contrasts—lush fruits softened by resinous undertones, vivacious florals held by dark woods—that provoke curiosity and linger in memory.
What makes Minati’s creations unique is their narrative daring and visual flair. In “Latte di Cherry,” for instance, he frames cherry and red berries in a silky, voluptuous structure infused with jasmine, almond, and vanilla—a blend he calls “a concentrate of joie de vivre.” With a background in design and art direction, Minati integrates aesthetic vision into every molecule, transforming fragrance into a sensory artwork. He invites wearers into uncharted olfactory worlds, distilling personality and provocativeness into each creation.
