Summer 2025 marked the start of something truly special at Feudo San Pietro in Milazzo, Sicily: the launch of our natural essences perfume-making course, designed in collaboration with our co-brand Creative Italy.
Set in an ancient hamlet with a peaceful garden at its heart, Feudo San Pietro is slowly being restored to become a sustainable event venue and cultural hub. Here, we inaugurated the first chapter of our Creative Italy Academy, where masters of craft guide participants in learning through their hands, eyes, and intuition.
The story of jasmine and the women who fought for it
Milazzo has a little-known yet fascinating history: it was once the birthplace of jasmine fragrance. This precious essence even contributed to the creation of Coco Chanel’s iconic perfumes.
But behind the elegance of the scent lies a story of courage. The women who worked in the jasmine fields—known as Le Gelsominaie—endured long hours and harsh conditions for very little pay. Despite the huge profits of the French fashion houses, these women were underpaid and undervalued. Eventually, they fought back, going on strike and demanding fair wages and better treatment—rights they eventually won.
By the 1970s, however, the rise of synthetic fragrances led to the decline of jasmine cultivation in Sicily. What was once a symbol of women’s resilience and independence disappeared almost entirely.
Today, through experiences like our perfume-making course, we not only rediscover these lost traditions but also write a new chapter for the local destination and its community.
A sensory journey into perfume
Led by a botanical perfume-making expert with 20 years of experience, participants were guided through a rich program:
- A sensory introduction to jasmine, exploring its scent, symbolism, and traditional uses
- Olfactory training with natural raw materials
- The creation of a jasmine-based fragrance accord
- A floral tea tasting and a guided walk through Feudo San Pietro, accompanied by live music
It was an immersive journey through nature, memory, and creativity. Every gesture, every ingredient became part of an authentic experience where art meets tradition, and tradition becomes inspiration.
Why it matters for corporate incentives & team building
For companies looking to design unique and meaningful incentive trips or team-building events in Italy, workshops like this offer more than entertainment. They provide:
- A screen-free detox that stimulates creativity and well-being
- A genuine connection with local heritage and communities
- An unforgettable shared memory tailored to company objectives
- A way to preserve Italian artisan know-how, supporting sustainability and cultural continuity
This is why Italian Special Occasions integrates Creative Italy’s workshops into incentives and corporate events: because true engagement comes from experiences that are hands-on, human, and transformative.
Ready to add a touch of jasmine—and history—to your next corporate event in Italy?
Contact us to design your tailor-made creative journey!
FAQ: Perfume-Making in Sicily for Corporate Events
What is the perfume-making course at Feudo San Pietro?
It’s an experiential workshop led by expert perfumers where participants learn about raw materials, especially jasmine, and create their own natural fragrance. The course includes sensory training, a guided walk in the gardens, floral tea tastings, and moments of cultural storytelling.
Why is jasmine important in Milazzo’s history?
Milazzo was once a key hub for jasmine cultivation. Its essence contributed to world-famous perfumes like those by Coco Chanel. The women who worked in the jasmine fields—Le Gelsominaie—played a central role in this heritage, bravely fighting for fair pay and better working conditions.
Can this activity be included in corporate events or incentive trips?
Yes! The perfume-making course can be integrated into incentive travel programs, retreats, or team building in Sicily. It offers a screen-free, creative experience that fosters teamwork, well-being, and meaningful engagement.
What makes this activity unique compared to other team building in Italy?
Unlike traditional team building, this workshop connects participants with local history, artisan skills, and natural essences. It’s not just about fun—it’s about cultural immersion, creativity, and sustainability, tailored to corporate goals.
Where does the workshop take place?
The course is hosted at Feudo San Pietro, an ancient estate in Milazzo currently being restored into a sustainable event venue and cultural hub. Its historic charm and gardens provide the perfect setting for immersive experiences.
Who leads the workshop?
The course is guided by an expert in botanical perfumery and sensory journeys that help people connect with a territory through authentic experiences.
How long does the perfume-making experience last?
The activity can be tailored to company needs, typically lasting between half a day to a full day, depending on the depth of the workshop and integration with other activities.
How can companies book this experience?
To integrate this olfactory journey into your next corporate event or incentive trip in Italy, simply contact Italian Special Occasions. We will design a tailor-made program that fits your company’s objectives.
