Fragrance house

O'Driù

O’Driù is identified with Italian artist and perfumer Angelo Orazio Pregoni, whose work shaped the brand’s creative direction. Pregoni said he began making perfumes in 1996, developed his own concept, and launched his own brand to bring art into perfumery. O’Driù’s public identity centers on deconstructing established expectations of perfumery through experimental compositions combined with performance and visual art, an approach Pregoni described as “olfactory theatre.” He also described the fragrances as handmade limited editions made with many natural ingredients and positioned outside industrial production. In 2013, O’Driù released Peety, a conceptual fragrance intended to be personalized with a small amount of the wearer’s urine. At Esxence 2015, Pregoni presented an installation involving steel, preserved meat, and tuna alongside two fragrances created for it; the event was followed by the launch of Scent and Chemistry, a numbered and autographed 16-bottle limited edition.