Scents on the move: the French Riviera according to Fragonard Grasse, Èze and Arles: itinerary among art, nature and fragrances with the historic French maison

Just a sniff of a rose, the fresh zest of a lemon laid over a plate of buttered tagliolini, or a gust of wind are enough to make us travel. No suitcases, no time. A fragrance can awaken a forgotten summer. In the blink of an eye, we find ourselves as children again, standing before our grandparents’ half-open door, or as young adults lying back, staring at the ceiling and imagining a brighter future, with the window open and the sunlight cascading through the curtains. This isn’t imagination, it’s deep neuroscience and everyday poetry. The sense of smell, unlike any other sense, accesses memory without asking permission. It brings us back, stirs us deeply, anchors us to places we may not even remember. From this awareness is born the phenomenon of olfactory tourism, a new way of discovering the world: by sensing it before even visiting it. More and more travelers are choosing sensory experiences where scents become the key to understanding a place, the lens through which to view its history, culture, and nature. To absorb its essence, and carry it forever in the bones and the heart.

Smell as compass: the new trend in sensory tourism

Our sense of smell is the oldest, the most primitive, and the most directly connected to the emotional and memory centers of the brain. It bypasses rational filters. It acts. It evokes. It overwhelms. It can unleash distant memories, trigger moods, and carve out sudden emotions. It’s no coincidence that the luxury hospitality industry has long tapped into the invisible power of scent as a tool of identity: Sheraton, Hilton, and Marriott diffuse signature fragrances through their air conditioning systems, transforming stays into a multisensory experience. This emotional approach has spilled over into tourism, redefining the very idea of travel: no longer just about "where to go," but about what to feel. Because while a landscape can be seen and forgotten, a fragrance settles within us, like a gentle echo or a sudden jolt. Increasingly, perhaps in response to a visually saturated world, we’re turning to our sense of smell to rediscover our direction, or even just our next vacation itinerary.

Grasse, the perfumed cradle of the world

Olfactory journeys are sensory experiences where scents and environments blend, creating new ways to connect with a visited place. And what better destination to add to your travel itinerary than Grasse, the world capital of perfume? Nestled in the hills of the French Riviera, this charming town is a true open-air olfactory garden: jasmines, centifolia roses, tuberoses, and mimosas define its atmosphere and infuse its olfactory identity. It’s here that Maison Fragonard laid its deepest roots, making perfume not just a product, but a fully immersive experience. Founded in 1926, Fragonard is much more than a perfume house: entering one of its factories means stepping not into a plant, but into a sensory dimension where fragrance is cultivated, narrated, and lived.

The historic Fragonard Factory: the heart and memory of perfume in Grasse

Climbing the cobblestone streets of Grasse feels like preparing for a ritual. The air smells of lavender, verbena, and white musk. But it's by stepping through the gates of the Historic Fragonard Factory, active since 1926, that you truly enter the heart of fragrance. In the town’s historic center, a guided tour reveals the ancient secrets of traditional perfumery, from the distillation of essences to filtering, maceration, and bottling. The visit is always free and led by experts, offering a close-up look at the production techniques, the vintage machinery still in use, and the chance to breathe in history. On the third floor, the perfume museum features a collection of antique bottles, alembics, vials, and oriental containers, objects that speak of distant cultures, lost rituals, and olfactory traditions. This is where scent memory intertwines with history, turning every visitor into a time traveler. The final stop is the boutique, where guests can purchase Fragonard products: perfumes, soaps, candles, cosmetics, shower gels, and gift boxes. After all, there’s no more authentic souvenir than a scent that represents you.

The Flower Factory of Èze: where nature meets the art of French perfume

If Grasse’s historic factory is the heart, the Flower Factory of Èze-Village is its vibrant soul. Nestled between rocks and the blue Mediterranean Sea, this bright and modern site, opened in 1986, embodies the bond between nature and olfactory creation. In this quiet, luminous space, visitors can observe perfumers at work, surrounded by fresh flowers and ancient formulas. The free tour reveals every stage of creating a handcrafted perfume: from olfactory testing to blending accords, to composing the final bouquet. The most engaging moment is the olfactory game, where guests try to guess the hidden notes in various scents. It’s a playful and elegant way to train one’s sense of smell and experience French perfumery as a personal art form. Outside, the flower gardens feature centifolia roses, jasmine, orange blossoms, and tuberoses, all cultivated following the principles of sustainable perfumery.

Sleeping inside a fragrance: Arles by Maison Fragonard

For those who want to fully experience the Fragonard universe, Arles is the dream destination. In the heart of the Roman city, Maison Fragonard has opened a charming residence that’s more than a hotel, it’s a sensory extension of its olfactory world. Each room is decorated with Provençal fabrics, vintage furniture, and unique pieces, each inspired by a different olfactory family: white flowers, woods and leather, citrus notes. Staying here means immersing yourself in the culture of fragrance with all your senses. The panoramic terrace offers a stunning view over the rooftops of Arles, while in the elegant Hôtel Bouchaud de Bussy, the Maison is creating a museum of costume and Arlesian fashion, where scents and fabrics tell the same story: that of authentic Provence, sensory memory, and timeless beauty.

Follow Your Nose: let fragrance be your guide

Olfactory tourism isn’t just a trend, it’s an invitation to feel the world differently. Maison Fragonard has embraced this shift, turning its activity into a multisensory tourist experience. Its factories are open year-round, admission is free, and the quality of storytelling matches the excellence of its fragrance blends. Each location offers an accessible, poetic, and intimate experience that traverses the seasons of memory. It’s the perfect vacation for those who see perfume not as decoration, but as a language of the heart. Because, as Proust once wrote, “The true paradises are the ones we have lost.” And to find them again, sometimes, all it takes is to close your eyes, and feel.