The History of PRO FVMVM ROMA
Earlier Fifties of Twentieth Century. In a small enchanting countryside town in the Southern of Italy – Sant’Elena Sannita – there was the desire to create great and important things. This entrepreneur spirit characterized in particular the Durante family guiding them towards the city of Rome, the right place to realize their objectives.
In a very short time they opened their first shop, selling luxury personal care and well-being products. Thanks to their special talent, they became the most important point of reference in their category in Rome and have been attended by many important celebrities of these days.
The business was handed over from parents to sons and with it also their passion and love towards smells, scents and fragrances, providing them with a cultural background and teaching them with devotion how to recognize different essences and their related emotions.
Thanks to their teachings Giuseppe, Luciano, Felice and Maria Durante – the latest generation - decided to give life to their professional passion and created their own olfactive concept. 1996 was the date when the concept was brought to life creating unconventional smells linked to their feelings, emotions and personal experience not following any existing rules in the world of fragrance.
You are now reading just a small part of this charming story.
The Four Noses of PRO FVMVM ROMA
“Sometimes, a scent is more evocative than a photo or an image. It’s the trigger for an explosion of sensation, emotion, desire, atmosphere, uncontrollable sense of déjavu that spreads and binds us like honey, until it drowns us in only one moment of wellness.”
The excellent knowledge of Giuseppe, Luciano, Maria and Felice Durante persuaded them that the ideal and perfect odor can not be created by a single person.
Recognizing a smell is the result of personal feelings, emotions, memories and past experiences. The noses balance these
elements working in a perfect synergy and blending their inner sensations.
The result is PRO FVMVM ROMA, unique, unconventional, rare. A sophisticated concept evolving into an intense experience that can be lived and understood by everybody.
They are using a different approach starting from an emotion, a story, an experience belonging to the past that they want to recreate. Imagine the holiday spent in the enchanting Sardinia, the boat trip towards the island: which were the smells of this precise moment? Crispy and salty , myrtle and sea breeze.
Have a nice trip.
