The Story
Why it exists.
The beginning
Florentia 24 Rosa e Fiori comes from I Profumi di Firenze. Giovanni Di Massimo signs the scent as perfumer. There isn't a documented launch year or a detailed account of his creative brief, so the composition tells its own story: rose and mimosa brought into contact with blackcurrant, peach, lily of the valley, and ylang-ylang, all suspended above wood and white musk. The opening is cool and aquatic, giving way to a romantic floral heart where soft rose and mimosa meet the brighter notes of blackcurrant and peach. Lily of the valley adds a clean green edge, while ylang-ylang gives the bouquet a deeper, rounder character. Beneath it all, wood and white musk create a soft, lasting foundation that keeps the composition close and balanced.
The striking part is the collision of textures. Marine notes supply cool distance, then the heart arrives with a bouquet that feels both polished and ripe. Rose brings the formal register, mimosa softens it, and blackcurrant and peach lend a glossy fruitiness. White musk then gives the whole arrangement a clean, skin-close finish, while the woody base keeps it from floating away.
The evolution
The opening has the instant chill of a breeze moving through a riverside garden. Aquatic notes establish that cool register before the heart gathers in: rose and mimosa add soft-focus romance, lily of the valley brings a clean green edge, and blackcurrant and peach introduce a darker, juicier pulse. Ylang-ylang deepens the florals, making them less powdery and more enveloping. As the hours pass, the fruit recedes first. Woody notes and white musk take over, leaving a soft, musky trace with the faintest sense of salt still clinging to it. The finish stays close rather than announcing itself. Rose and mimosa remain the central thread, though they appear more subdued as the green and fruit notes soften. Ylang-ylang lends a warm fullness without overpowering the clean floral character.
Cultural impact
Florentia 24 Rosa e Fiori draws attention through the contrast at its center: a fresh aquatic opening paired with a romantic floral heart. Rose and mimosa lend softness, while blackcurrant and peach add a brighter, fruitier character to the composition. Lily of the valley contributes a clean green edge, and ylang-ylang brings a deeper fullness that keeps the florals from feeling overly sweet. The base of wood and white musk gives the scent a quiet finish, revealing a different expression of the fragrance as the brighter notes gradually give way to a softer, more intimate trail.
The House
I Profumi di FirenzeI Profumi di Firenze is a Florentine fragrance house that translates the city’s artistic heritage into scented narratives. Founded by Dr. Giovanni di Massimo, a natural pharmacist and apothecary‑perfumer, the brand offers a modest catalogue that includes Magnifico 9 Zenzero e Peperoncino (2007) and Acqua Chiara (2000). Each bottle aims to capture a specific place, season or memory of Tuscany, inviting wearers to experience Florence through scent.
The Creator
Giovanni Di MassimoGiovanni’s technique centers on thin, transparent accords that let the heart of a botanical shine. He favors single‑note extractions—lavender, rosemary, bergamot—paired with subtle mineral bases derived from limestone or volcanic ash.
