Olfatto, evoluzione e razionalità. Breve studio a partire da un profumo

Wiener Blut, literally “Viennese Blood”, is an Austrian company that produces luxury perfumes. Among these stands out a mini collection dedicated to Sigmund Freud, so far composed of two fragrances called Freudian Wood and Unheimlich. The former is explicitly dedicated to the symbolic theme of wood in Freudian psychoanalytic theory, while the latter borrows its name from a decisive psychoanalytic concept, which we translate with the substantive adjective “uncanny”. The narrative accompanying the fragrances in the brand’s store is extremely well-crafted and reveals a careful and conscious theoretical research on the subject. This contribution proposes an investigation into this unique entrepreneurial project that combines fragrances and psychoanalytic theory, along with a reconstruction of the theoretical themes that allow us to intersect Freud, his Vienna, and the world of perfume.