United Colors of Benetton is colour, movement, joy. It is a cross-cutting brand that amazes. Its customers are accustomed to universal communication that crosses eras and cultures. The United Colors of Benetton olfactory identity is a spontaneous, genuine, immediate essence. An accessible composition with an engaging character, perfectly consistent with the imagery of the historic Italian brand. The fragrance was created for the new GreenB format, the first concept store with low environmental impact, which United Colors of Benetton opened in Florence in March 2021. For the new sustainable retail project, we have developed a dedicated fragrance, “Visionary Spirit”, and a system for sanitising the air, products and surfaces that maintains constant comfort and safety of the air and the environment. 100% vegan, with a high content of essential oils and organic and natural raw materials, some of which are of Made-in-Italy excellence, “Visionary Spirit” boasts the most modern low-impact extraction techniques and contains upcycled ingredients obtained from the waste of other processes (thanks to biotechnology). More than a scent, it is a sensation: a breeze that comes from nature. A deep breath where the sea meets the mountain. Wet rocks and lichens, the fresh camphor flavour of pine mixed with the humidity of the undergrowth; the sea breeze and the iodized whisper of waves launch green, aromatic, herbaceous echoes.