A visual representation of the diffusion of the No.3 Gin perfume and its ingredients in the air: because every 'olfactory representation' creates an emotional reaction

COURTYARD OF HONOR SUBPORCH, UNIVERSITY OF MILAN - “When a perfume is in the air, our senses are activated and give rise to what is called ‘olfactory representation’, an emotional reaction to which scents are the key.”

With Unlocking No.3 flavours, Alessandra Baldereschi imagines ‘making visible’ the scent of No.3 Gin and its diffusion in the air. The installation represents the aroma as it spreads from the bottle, bringing all the ingredients with it.

A scent that derives from the perfectly balanced flavors of carefully selected botanicals and becomes a vortex rising upwards with notes of juniper, coriander, angelica, orange, grapefruit and cardamom.

The botanicals of this particular gin become the pendants of a dreamy chandelier inspired by the myth of the genie of the lamp: a spirit that with its magical powers can grant three wishes.”

The number 3 alludes to the address at 3 St. James Street in London, where No. 3 Gin was created by Berry Bros. & Rudd, London’s oldest wine and spirits merchant, founded in 1698; while the key, present in the installation, is a replica of that of “The Parlour”, the room where the challenge of creating the World’s Best Gin was conducted for the first time, while also symbolizing the excellent quality of each bottle.

The spiral chandelier (1.20 x 1.50 m) designed by Alessandra Baldereschi for No.3 Gin visually interprets the aroma of gin with a delicate and almost fairy-tale touch. The painted metal structure and the decorative elements made of polystyrene are by Sturm Milano.