Fragrance house

Blood Concept

Created in Milan in 2010 by Antonio Zuddas and Giovanni Castelli, Blood Concept built its original fragrance concept around the four blood types—A, B, AB and O—as a framework for expressing human identity and experience. In 2015, the brand underwent a substantial creative and product redesign, changing its packaging and fragrances while retaining that focus on identity and personality. The renewed system grouped the collection into The Red Series, The Black Series and The Upside Down Series, distinguished by carmine red, anthracite grey and ultramarine blue; the project was developed with Agenzia del Contemporaneo and introduced through a short film directed by photographer Paolo Santambrogio. Its fragrance history includes B Black, launched in 2013 and renamed B: Magic Amber during the 2015 reboot. At that relaunch, Magic Amber was identified as the brand’s most iconic fragrance and best-seller.