Guess launches two new fragrances with brand activation on Lake Como

Guess has chosen the Lake Como landscape- and, in particular, the historic steamship Concordia- as the backdrop for the launch of its new fragrances, Iconic Sublime for her and Iconic Blue for him.

Launched in 1926 and moored in Como, the Concordia is an elegant steamship still in service thanks to a 2015 restoration that introduced modern boilers while preserving the original engine, and is adorned with refined Art Nouveau-style salons. “Open to the public from April 30 to May 6, the Concordia transforms into an immersive space where the brand’s olfactory narrative takes shape through a sensory experience that celebrates the identity of the two fragrances, reimagining the vessel’s interiors with an elegant and evocative installation,” the brand explains.

Taking centre stage are Guess Iconic Sublime- an ambery floral that opens with fresh notes of Aqua Essence, green mandarin, and cardamom, unfolding into a heart of blue lotus, sambac jasmine and magnolia before settling into a base of vanilla, sandalwood and amber- and Guess Iconic Blue, a woody fougère inspired by Mediterranean atmospheres, with citrus notes of bergamot and lemon blending with a Mediterranean salt accord, a heart of lavender, black pepper, and geranium, and a base of cedar, vetiver, and tonka bean.

The activation aboard the Concordia forms part of “Ciao Como,” a broader project through which Guess brings its lifestyle universe to Lake Como, via a multifaceted narrative spanning fashion, hospitality, and lifestyle.