GUESS Unveils a Fragrant Voyage on Lake Como

In a setting that effortlessly blends heritage with modern allure, GUESS has chosen the timeless elegance of Lake Como to introduce its latest olfactory creations. The brand’s newest fragrances—Iconic Sublime for women and Iconic Blue for men—make their debut not within the confines of a traditional retail space, but aboard the historic Steamboat Concordia, a floating icon moored in the heart of Como.

Launched in 1926 and now approaching its centenary, the Concordia stands as a testament to early twentieth-century craftsmanship. Painstakingly restored in 2015, the vessel retains its original engine while integrating modern boilers, preserving both authenticity and functionality. Its Liberty-style interiors, rich in detail and atmosphere, provide an evocative backdrop for an immersive brand experience that feels both intimate and grand.

From 30 April to 6 May, the Concordia opens its decks to the public, transforming into a sensory journey that captures the essence of the two new fragrances. Visitors are invited to explore a curated path where design, storytelling and scent intertwine seamlessly. Each room has been thoughtfully reimagined, reflecting the distinct personalities of the fragrances while maintaining the vessel’s historic charm.

As the day fades into evening, the experience takes on a more convivial tone. Between 5.30 pm and 8 pm, guests are welcomed aboard for a refined sunset aperitivo curated by Filario Hotel & Residence. Overlooking the shimmering waters of the lake, the gathering evokes a sense of understated luxury, perfectly aligned with both the location and the brand’s aesthetic.

At the heart of the narrative lies Iconic Sublime, a luminous and contemporary expression of femininity. This floral amber composition opens with fresh notes of aqua essence, green mandarin and cardamom, unfolding into a delicate bouquet of blue lotus, jasmine sambac and magnolia. Its base—warm and enveloping—blends vanilla, sandalwood and amber, leaving a lingering, elegant trail.

In contrast, Iconic Blue captures the dynamic energy of the modern GUESS man. Inspired by Mediterranean landscapes, this woody fougère fragrance combines vibrant citrus notes of bergamot and lemon with a distinctive Mediterranean salt accord. The heart introduces lavender, black pepper and geranium, while cedarwood, vetiver and tonka bean provide depth and character.

Together, the fragrances find their ideal stage aboard the Concordia: a space where light meets depth, and tradition encounters contemporary expression. The activation transcends a simple product launch, offering instead a narrative experience that invites visitors to engage with scent on a more emotional level.

This initiative forms part of “Ciao Como”, a broader project through which GUESS extends its lifestyle vision across the lake. Encompassing fashion, hospitality and curated experiences, the programme unfolds across some of the region’s most iconic locations—yet it is here, aboard the Concordia, that its most poetic chapter takes shape.

Visitor Information

The GUESS Iconic installation is open to the public from 30 April to 6 May (closed on 5 May for a private event), daily from 11 am to 8 pm. 

Location: Lungolago Mafalda di Savoia – Pontile 5, Como.

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