Fragrance house

The Merchant of Venice

The Merchant of Venice was created by Mavive in 2013 as an in-house brand within the company’s exclusive and artistic division, then publicly launched in October 2014 with its first Eau de Parfum collection, the Murano Collection. Part of the Vidal family’s perfumery enterprise and operated within Mavive’s portfolio, the brand draws its identity from Venetian perfumery, the historic Mude maritime trade routes, and the exchange of fragrance materials and knowledge between Venice and the Orient. Its development was connected to a Vidal family cultural project begun in 2011 and to a 2013 collaboration with Venice’s civic museums that reopened Palazzo Mocenigo with rooms devoted to Venetian perfumery, a relationship that helped shape the brand’s public creative identity. Fragrance is central to that story: Rosa Moceniga launched in 2016 around a flower associated with Venetian perfume tradition, and the brand’s 2024 Golden Book identifies its later Elixir as the signature fragrance ten years after its creation. In 2023, the brand signed an agreement with the Maria Callas Estate for a Maria Callas fragrance, officially launched on December 5 at Venice’s Gran Teatro La Fenice.