Fragrance house

Viti Vinci

Founded in Mallorca, Spain, in 2020 by Victor Alarcón, Viti Vinci is an olfactory art studio that treats scent as a medium for exploring memory, atmosphere, emotion, culture, ecology, identity, place, and transformation. Before establishing its Mallorca laboratory, Alarcón developed scent-based environments for events in London; in December 2019, the project identified Mallorca as the site for a permanent laboratory and regenerative-agriculture project. Its philosophy is rooted in Cala Falcó, the family’s Mallorcan estate, and in regenerative land practices and botanical cultivation. Through its aromachology approach, Viti Vinci combines traditional artisan perfumery with research into the relationship between aromas, emotions, memories, and moods. In December 2024, the brand presented its scent work at the SOIL exhibition at Somerset House in London, an immersive meeting of art, nature, and fragrance. The exhibition’s signature creation, The Essence of Soil, evokes soil after gentle rain.