Verona, 1937. From his small perfume shop in the heart of Verona, Pietro Rubini supplied colognes and brilliantine to the local gentlemen's salons. There, the air was filled with the seductive scent of perfumes and fine powders, mingling with the heavy smell of theatre make-up, which Pietro often gave to the opera singers at the Arena. However, the most exciting scent he encountered was in the evenings when he sold his perfumes at the brothel. There, amid the permissive whispers and coquetry, tobacco smoke mingled with the scent of warm, perfumed skin.
This is how I imagined all these aromas mingling in the September sun, which also ripens the grapes for Soave in the vineyards around Verona. A special fragrance dedicated to those men whose innermost values of courage and passion for beauty have been distilled in ‘Fundamental’. Ermano Picco
The fragrance
When creating the ‘Fundamental’ fragrance, it was a challenge to realise all the ideas, suggestions and expectations in a unique scent.
The foundations of the Rubini house consist of a balanced blend of contrasts and harmonies from the past and present. Such an ambitious and complex project could only be realised with the finest raw materials, using traditional and innovative ingredients from the perfumer's palette. The harmonious result is the product of careful study of the formula, which creates a contemporary classic. Cristiano Canali
The packaging design
I imagined the Rubini house, with its walls full of stories and memories from so many decades and its windows facing the horizon. Two solid shells promise to protect this intimate and personal experience.
The shells surrounding the fragrance are a visible embodiment of the layers of memory and play with the contrast between solid, dense materials and fragile, light ones.
A glance through the glass reveals a vision: the construction of a free and logical future on existing foundations. The search for form, the imperfect materials and experimentation were the ideal conditions for making a dream come true. Francesca Gotti
The essence of Rubini finds its concrete parallel in Glebanite. It is a modern, forward-looking material composed of fragments from the past. Glebanite is made from recycled fibreglass taken from old buildings and, more recently, from sailing boats and yachts.
The great challenge with Glebanite was to showcase the aesthetics of a recycled material while also demonstrating its place in the world of art and design. Glebanite is delighted to envelop Rubini's fragrance ‘Fundamental’ and thus become part of Italian niche perfumery.
