Fragrance house

Merchant of Venice

The Merchant of Venice traces its family perfumery lineage to early-20th-century Venice, when Angelo Vidal established Vidal Profumi. In 1986, Massimo Vidal founded Mavive, launching it with Pino Silvestre; the company remains under the stewardship of the third and fourth Vidal generations. The brand itself was created in 2013 as an in-house Mavive label in the exclusive/artistic division, alongside a cultural project developed with the Fondazione Musei Civici di Venezia that helped reopen Palazzo Mocenigo with rooms devoted to Venetian perfumery. Its identity draws on Venetian perfume tradition and the Mude, the maritime routes connecting Venice with Asia, Africa, and Europe. Ancient Venetian recipes are reinterpreted in fragrance, while Murano glassmaking informs the packaging. In October 2014, the brand introduced its first collection, the Murano Collection, and received the CULTURA+IMPRESA 2014 award. Recent work includes Accordi di Profumo, launched in 2022 around sustainability, traceability, and individual raw materials, and a Maria Callas fragrance launched at Teatro La Fenice on December 5, 2023. Rosa Moceniga is one defining fragrance, and its 2025 Elixir marked ten years of the original.