Heritage
A house, in its own words
The Vidal family's connection to perfumery began in 1900, when Angelo Vidal opened his first workshop at Palazzo Mocenigo in Venice, trading soaps, spices and colonial goods imported from Asia. He expanded in 1912 by acquiring a soapworks in Marghera, later moving production there after World War II. In 1937, the family acquired the historic Longega perfumery manufacturer. The pivotal moment came in 1950 when they launched Colonia Pino Silvestre, a fragrance reinterpreted from an ancient formula that became the first Italian perfume advertised on television, featuring the iconic white horse campaign. In 1980, the family business was acquired by Henkel, but Massimo Vidal, grandson of the progenitor, reasserted family control in 1986 by establishing Mavive (acronym for Massimo Vidal Venezia). He launched the new company with the Pino Silvestre brand and went on to build a diversified portfolio. Today, Mavive operates under the stewardship of the third and fourth generation of the Vidal family, with headquarters in Venice and distribution spanning 90 countries. The company has maintained strong ties to Venice, notably supporting the restoration of Palazzo Mocenigo and establishing Italy's first permanent perfume exhibition within its walls in 2013. Mavive approaches fragrance as a bridge between Venice's historical significance as a perfume capital and modern consumer desires. The house operates across distinct market segments, from accessible masstige offerings to exclusive artistic lines, allowing each brand within the portfolio to pursue its own creative identity while sharing the same commitment to quality. The Merchant of Venice collection draws directly from the city's rich trading heritage, incorporating rare ingredients that once arrived through Venetian ports from distant shores. Mavive positions itself not merely as a fragrance manufacturer but as a cultural custodian, invested in preserving and celebrating olfactory history. Their collaboration with institutions like the Fondazione Musei Civici di Venezia and the Fondazione Museo della Scuola Grande di San Marco demonstrates a philosophy that fragrance exists within a broader cultural context. The company also invests in education through partnerships with the University of Padua for perfumery training courses, nurturing future generations of scent creators.