Fragrance house

TMOV

The Merchant of Venice (TMOV) was created in 2013 as Mavive’s in-house brand within its exclusive and artistic division. Its story draws on the Vidal family’s more-than-century involvement in perfumery and was conceived to express Venice’s cultural identity. The brand’s concept looks to Venetian perfumery and the Mude maritime trade routes linking Asia, Africa, and Europe. Its visual language pairs historical Venetian perfumery with bottles inspired by Murano glassmaking and reinterpretations of historic recipes. In 2013, the brand launched alongside the opening of Italy’s first perfume museum at Venice’s Palazzo Mocenigo. Byzantium Saffron expresses the Mude concept through saffron, amber, and Indonesian patchouli and belongs to the Murano Collection; the brand’s 2023–2024 materials identify it as one of The Merchant of Venice’s iconic fragrances. In 2024, the Murano Art Collection was revamped as a combination of perfumery and Murano artistic glassmaking, while TMOV Immersive brought Venetian perfumery into an interactive virtual experience created with Ateneo Veneto.