Milan, the heart of global creativity, once again comes alive during the Design Week and Salone del Mobile. Amidst this electric atmosphere, GUESS has unveiled one of the season’s most captivating launches: GUESS ICONIC for Men. This new fragrance celebrates the modern man—confident, bold, and magnetic—and makes its debut in grand style.
From April 8 to 13, the iconic Spazio Bergognone 26 in the Tortona district transforms into an immersive, experiential set. Here, design, luxury, and scent converge, taking visitors on a thematic journey inspired by the legendary Orient Express. The result is a multisensory experience that surprises and delights, blending retro elegance, cinematic references, and lush greenery in a way that feels both nostalgic and modern.
Three Stops, One Destination: GUESS ICONIC for Men
The experience is divided into three distinct zones, each representing a different aspect of the fragrance, guiding visitors through its layered narrative and revealing its many facets.
1. GUESS Express: The Journey Begins
The first stop is GUESS Express, where a vintage train station ambiance sets the stage for the adventure ahead. The space is filled with old ticket booths, vintage travel posters, and projected landscapes that seem to glide by, evoking the feel of an old-world journey. The fragrance’s top notes—bright mandarin, black pepper, and Sichuan pepper—permeate the air, awakening the senses and inviting the guests to embark on a new adventure. GUESS watches are elegantly displayed throughout the space, highlighting the timelessness of travel and the importance of time as a constant companion in every journey.
2. GUESS Grand Hotel: Elegance at Its Core
Next, visitors step into the refined world of GUESS Grand Hotel, a sophisticated, vintage-inspired hotel lobby. Here, suitcases and GUESS accessories form the backdrop to a story told by a retro-style concierge, immersing guests in the heart of the fragrance’s aromatic middle notes: clary sage, yerba mate, and geranium. These elements blend together to create an intense, uncompromising elegance. The fragrance’s warm, herbaceous tones flow from three elevators, enhancing the atmosphere with charm and a sense of mystery.
3. GUESS Garden: The Final Stop
The final chapter of this sensory journey is GUESS Garden, a modern-day Eden where the fragrance’s base notes—vetiver, labdanum, and leather—come to life in a lush, verdant setting. Here, the green surroundings evoke a sense of natural beauty, while GUESS watches add a subtle, sophisticated touch to the environment. This visual and olfactory poetry reaches its peak in a space that feels both serene and intoxicating.
A Fragrance, A Modern Identity
GUESS ICONIC for Men stands out with its structured, rich, and memorable scent. Perfume creators Claude Dir and Gino Percontino of Mane describe the fragrance as an embodiment of freedom, seduction, and self-assurance. “We wanted the man who wears it to feel audacious and courageous,” they explain. This blend of spicy, herbal, and woody notes evokes the essence of a man who embraces boldness and adventure in every aspect of his life.
The packaging reflects this same sense of masculinity and refinement. The bottle’s architectural lines, combined with leather and metal accents, create a timeless design that seamlessly aligns with the GUESS brand. The prominent “G” logo and sleek finish make it not only a fragrance but also a statement piece.
Matteo Bocelli: The Face of the Campaign
Embodied by Matteo Bocelli, the fragrance’s face and soul, GUESS ICONIC for Men finds a natural representative in the internationally renowned singer and son of the legendary Andrea Bocelli. Captured by the photography duo Vicoolya & Saida, Matteo brings an effortless elegance and charismatic presence to the campaign, perfectly capturing the essence of the fragrance. His natural charm and poise are a reflection of the qualities the fragrance seeks to evoke: confidence, adventure, and a deep magnetic allure.
Beyond the Scent: An Experience
The launch doesn’t end with the exhibition; it extends into an interactive experience for every visitor. Each guest receives a tote bag containing an Experience Ticket, which can be redeemed for an exclusive gift at any of the GUESS flagship stores in Milan, from San Babila to Via Torino, from Buenos Aires to Stazione Centrale. This allows those who experience the installation to carry a piece of the GUESS ICONIC journey home with them.
As Paul Marciano, the creative director of GUESS, puts it: “With GUESS ICONIC for Men, we aim to capture the essence of modern masculinity—confidence, freedom, adventure, and magnetism.” And what better backdrop than the Milan Design Week to share this story of sophistication, luxury, and timeless appeal?
A Celebration of Design, Luxury, and Fragrance
GUESS ICONIC for Men is more than just a fragrance—it’s a statement. It’s a celebration of modern masculinity in all its forms, from the bold confidence of the top notes to the sophisticated depth of the base. This launch is a testament to the power of design and the immersive nature of fragrance, offering an experience that lingers long after the last note fades.
For those lucky enough to attend Milan Design Week, this installation offers a rare glimpse into the world of GUESS, where fashion, design, and scent intersect to create something truly extraordinary. Whether you’re a design aficionado, a fragrance enthusiast, or simply someone who enjoys the finer things in life, GUESS ICONIC for Men promises to transport you into a world of elegance, adventure, and timeless style.